More than half of UK consumers have bought activewear over the last 12 months, according to a new report by research firm Verdict Retail.
The highest penetration came from shoppers aged 25-44.
Of those who bought activewear in 2015, 9.7% shopped in JD Sports. Sports Direct had a 9.6% rate, while Primark ranked third at 7.4%.
Rebecca Marks, retail consultant at Verdict, said: “Changing consumer lifestyles have caused a shift towards consumers seeking multifunctional activewear garments. It is becoming more and more acceptable to wear activewear for both physical activities and social events, particularly since retailers have invested in making ranges far more fashionable and trend-led.”