Athleisure brands lululemon athletica and Vuori are expanding their presence overseas as the US market cools. With the US market looking increasingly uncertain, it’s no surprise that brands like lululemon and Vuori are looking to international markets to shift growth into a new gear. This trend will likely pick up among apparel brands this year, as they look for ways to mitigate the impact of tariffs and reduce their reliance on US shoppers.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets—including stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims’ growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn’t need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category—assuming production delays don’t get in the way. The launch will also considerably increase Skims’ retail presence without needing to invest in premium real estate.

On Running’s marathon win streak continues in Q4: The buzzy running brand reported record profits and a 36% YoY jump in sales, with some help from Roger Federer and Zendaya.

Nike partners with Skims to launch women’s activewear brand: NikeSKIMS combines the former’s performance expertise with the latter’s form-fitting style and emphasis on inclusivity.

Adidas turned its business around in 2024: The sportswear company ended the year on a high as holiday shoppers clamored for its sneakers.

Lululemon bucks China slowdown as international business gains momentum: The brand’s premium sportswear is resonating with Chinese shoppers—but product challenges keep US consumers on the fence.

Lululemon sees untapped potential in China’s smaller cities: The athleisure brand sees considerable growth opportunities as demand for health- and wellness-related products surges.

On Running is firing on all cylinders: The performance footwear company grew D2C and wholesale revenues—as well as market share—in Q2.

Lululemon’s sales grew 24% in Q1 as demand for premium athleisure stays strong: That same dynamic helped brands like On Running, Hoka, and Vuori record significant growth.

Moving across the US-Canada border can be the first step toward international expansion for retailers. Canadian brands like lululemon athletica and Aritzia are thriving in the US. Meanwhile, US-based companies Lowe’s, Nordstrom, and Bed Bath & Beyond recently announced they were leaving Canada. And let’s not forget Target’s famous Canadian failure. Here’s a look at how brands on both sides of the border have fared, and the lessons you can learn from them.

On Running is bullish after growing sales 91.4% YoY during the holiday quarter: But Nike’s strong Q3 performance underscored its position as the dominant sneaker brand on the market.

Retailers struggle with online returns, but charging won’t help: Brands like Asos and Boohoo should focus on improving the customer experience to help mitigate the effects of inflation and bracketing.

Athletic apparel seller Vuori is dipping its toes in a new advertising realm with its first-ever TV commercials—an opportunity to spotlight its high-in-demand product category, as many consumers are gravitating toward activewear amid the pandemic.

Business Insider Intelligence research analyst Daniel Keyes and eMarketer principal analyst at Insider Intelligence Andrew Lipsman discuss the future of grocery and why Instacart is leading the charge. They then talk about lululemon's magical Q2, what Amazon's latest wearable can do that others can't, and how Peloton's new equipment fits into its overall strategy.

As consumers now spend much of their days at home, some have taken to wearing comfortable attire full-time. One in five US adults said they purchased clothing that is considered loungewear or leisurewear since the pandemic began, according to a June 2020 survey from CivicScience.