Three Ways Brands Are Giving Sportswear a Modern Upgrade

Modern sportswear is less about following trends—and more about making your own.

Modern sportswear has taken on a new meaning in 2024 and product versatility and longevity have become just as important as a fresh perspective. “As many left their urban environments for the suburbs during the pandemic, their wardrobes shifted focus to a more hybrid sense of style,” says MAGIC Vice President Jordan Rudow of the category’s transformation. “The population of this market segment is maturing with more discretionary income to spend, and the need to fill their closet with trend-dictated pieces simply doesn’t make sense anymore.” 

While shoppers are still in search of newness and excitement, they are also looking for versatile products that can be reinvented season after season. “Modern sportswear speaks to an ageless sense of style not constrained by passing trends but rather one’s unique ability to set their own,” Rudow adds.

From reinvented wardrobe staples in innovative fabrics to footwear that’s comfortable enough to wear daily (and elevated enough to wear to the office), below are three major ways companies participating in MAGIC New York are thinking about the future of modern sportswear.   

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ELEVATE THE EVERYDAY

Modern sportswear is all about taking fashion and making it your own, like pairing jeans with a more formal tweed jacket, or a flirty sundress with casual boots. “In 2024, style blending — such as mixing suiting and tailoring with casual pieces — will likely continue to see new variations,” the 2024 US Fashion Consumer Outlook report says. Brands are seeing this shift in real time. “[This category] has evolved significantly over the years, blending fashion with functionality in innovative ways,” says I Love Tyler Madison co-creator Jacqueline Harris, who notes her brand was founded on the same principle. “We took your basic workout legging and elevated it into a more functional working trouser that was appropriate to wear to work, where leggings weren’t.” Their best-seller is ‘The Gwyneth’, which is a slim-fitting style that’s been updated with belt loops and faux pockets. “I believe it’s remained popular because it’s an easy piece to dress up or down,” she adds. Rudow is seeing this evolution in unexpected places as well: “Retailers that have traditionally been special occasion destinations are adding key items to their assortment,” she says, noting companies in this category may want to consider pieces like a shirtdress in a more elevated fabric, such as lace or silk charmeuse, to address this desire for polished pieces. The key is to not stray too far from one’s brand DNA.

BEST FOOT FORWARD

As the desire for tailored clothing grows, the need for less formal footwear follows. “Sportswear in the footwear industry is often associated with comfort,” says Dean-Bosco. “We are seeing less dress shoes and more brands converting to sports-inspired footwear.” For women, clogs have become a key category for eco-friendly brand Asportuguesas, as well as fashion-forward labels Fly London and Softinos. Beyond sneakers, everyday boots ranked as the second most sought-after category for women aged 25-34 in 2024, with over 50% intending to purchase them according to the 2024 US Fashion Consumer Outlook. “The work-from-home era has fueled a more relaxed and casual way of dressing,” Joey Zwillinger, former CEO and co-founder of Allbirds, said in the report. “Now, as folks return to work, they are retiring some of the maximalist shoe designs and looking for versatility and quiet luxury.”  

Blazers and tailored garments are experiencing a resurgence, but modern sportswear in 2024 doesn’t look like that of the past. Though still polished and professional, these pieces are versatile and comfortable; they prioritize fashion, but in a more accessible way. Focusing on construction and quality, size and fit, and materiality and longevity will be a stronger path for brands than trying to latch onto the next big thing.