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- Beyond Yoga’s deliberate move into men’s activewear
- How the expansion is impacting Levi Strauss & Co.’s results
- Design choices: what the men’s collection includes
- Marketing adjustments to engage male shoppers
- Events, drops, and live experiences
- Store strategy: making men more visible
- Industry context: where men’s activewear stands
- Balancing growth with the brand’s core audience
- Related industry moves and trends to watch
- Topics nearby in retail and marketing
Beyond Yoga is quietly reshaping its identity, moving from a women-first label into a growing player in men’s activewear. The brand is rolling out targeted products, revamped merchandising, and fresh marketing to convert curiosity into consistent sales.
Beyond Yoga’s deliberate move into men’s activewear
Beyond Yoga first introduced a men’s line in 2020. Over the last 18 months, the company has dialed up investment in that category. The brand added men’s styles in signature fabrics like Spacedye and LuxeFleece, launched a dedicated men’s landing page, and began showcasing men’s pieces up front in larger stores.
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Katie Babineau, Beyond Yoga’s chief marketing officer, called the segment “small but mighty” and said the brand is seeing “accelerated growth” from its investments. She declined to give a dollar figure but confirmed year-over-year gains.
How the expansion is impacting Levi Strauss & Co.’s results
Parent company Levi Strauss & Co. is reaping the benefits. For the quarter ending Nov. 30, Beyond Yoga posted a 36.6% increase in net revenue versus the prior year. For fiscal 2025, the brand’s sales rose 15.4%.
Harmit Singh, Levi’s chief financial and growth officer, credited product expansion — including the men’s assortment — and a larger retail footprint for the momentum. At industry conferences, he said men have responded strongly to the label’s performance fabrics.
Design choices: what the men’s collection includes
Data on buying behavior influenced the product roadmap. When women began purchasing men’s items for partners and family, the brand broadened its assortment where demand made sense.
- Core items now include joggers, hoodies, outerwear, tees, and polos.
- Holiday 2025 saw men’s outerwear additions such as the LuxeFleece Classic Men’s Hoodie (about $118).
- Recent drops feature everyday performance pieces meant for gym-to-street wear.
Examples on the roster:
- All in Active Men’s Polo — $88
- Element Men’s Chino Short 7″ — $98
- SoftKnit Men’s Cotton Tee — $58
- LuxeFleece Men’s Half-Zip Pullover — $128
Beyond Yoga frames these as capsule staples built for multiple activities: workouts, errands, or casual nights out.
Marketing adjustments to engage male shoppers
The brand has updated its outreach to include more men-focused emails and SMS. Campaigns now intentionally feature men in lifestyle shoots for holidays like Valentine’s Day and Father’s Day.
On the site, a dedicated Men’s tab creates a clear path to purchase. Babineau says that tailored touch helps men feel included and lowers friction in discovery.
Events, drops, and live experiences
Beyond Yoga is using events to spotlight mixed-gender appeal. A spring drop tied to the Spring Equinox debuted at a March 21 event in Franklin Canyon Park, Beverly Hills. The brand combined a guided hike with a live set by Grammy-nominated duo Sofi Tukker, drawing a mixed crowd and showcasing both men’s and women’s pieces.
Store strategy: making men more visible
The company is expanding its physical footprint and testing new merchandising layouts. Beyond Yoga now operates 14 U.S. stores and plans more openings this year.
In larger locations, men’s merchandise has been placed near store entrances to raise awareness. Early results show positive reviews on key styles and increased repeat purchases.
Industry context: where men’s activewear stands
Beyond Yoga’s move comes as other athleisure brands expand men’s assortments. Names like Alo Yoga and Lululemon have pushed into this space.
- Circana data shows men’s active apparel sales fell about 1% from Feb. 2025 to Feb. 2026.
- Units sold rose roughly 3% in that period, led by sweatshirts and active pants.
- Circana forecasts growth in men’s activewear for the next three years.
Kristen Classi-Zummo, an apparel analyst at Circana, notes that men want versatile pieces that work across gym, work, and weekend life. That practicality is keeping the category resilient.
Balancing growth with the brand’s core audience
Even as it invests in men’s, Beyond Yoga remains committed to its female customers. Marketing frequently shows mixed groups: couples, friends, and families wearing complementary pieces.
Babineau emphasized a measured approach. The aim is to integrate men into the brand experience without a sudden shift.
Related industry moves and trends to watch
- Glossier hired Nicole Solorzano, formerly head of marketing at Ouai, as its new CMO.
- Estée Lauder has reportedly held merger talks with Puig, according to industry press.
- Commercial leasing trends show landlords handing more space to service businesses like gyms and spas than to traditional goods retailers.
Topics nearby in retail and marketing
- How bridal and formalwear brands adapted promo-season strategies with social-first moves.
- Retailers wrestling with AI tools and customer experience tradeoffs.
- Consumer spending pressure as gasoline prices creep up.
