# Rebranding Workouts Getting in shape is rebranded as an in vogue lifestyle. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 14, 2014 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/rebranding-workouts ## Key Figures - Trend score: 5.1/10 - Evidence articles: 6 ## What is the Rebranding Workouts trend? **Rebranding Workouts:** For the modern consumer, strength communicates status more than adornment, which is being adopted by high fashion brands that are replacing lounging models for ones that work out. As pervasive social media users desire to look their best at all times, healthy living becomes a means to look good, and fitness becomes less niche than before. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 18, 2013 to May 13, 2014 - Published: May 14, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Rebranding Workouts trend ### Athleticism as Status Symbol Brands are replacing lounging models with ones that work out, signaling a shift toward athleticism as a status symbol. ### Sweaty Photo Shoots Brands and magazines are featuring photo shoots that capture models and celebrities exercising and looking sweaty. ### Quirky Fitness Photography Photographers are capturing unexpected moments of bodybuilders training, offering a fresh perspective on the fitness industry. ## What the Rebranding Workouts trend means for industry ### For Fashion Athleticism as a status symbol is influencing high fashion brands to incorporate sportswear and athletic wear into their collections. ### For Fitness and Wellness The trend of capturing people working up a sweat is motivating more individuals to prioritize fitness and overall wellness. ### For Photography and Videography As the fitness industry continues to evolve, visual content of unique perspectives, unexpected moments, and unconventional subjects provide ample opportunity for creative thinkers to mix art with athleticism. ## Trend signals for Rebranding Workouts Trend score 5.1 out of 10, from popularity 62%, activity 84%, freshness 8%. - Popularity: 62% - Activity: 84% - Freshness: 8% ## Examples of the Rebranding Workouts trend 6 featured examples from Jul 18, 2013 to May 13, 2014. - [Monochromatic Bodybuilder Photoshoots](https://www.trendhunter.com/trends/bold-beautiful-by-jeremy-choh): Bold & Beautiful by Jeremy Choh Stars Model Deel Ojulu (Category: Fashion) Implication: The photography industry can leverage the trend of combining quirky and sophisticated elements to attract clients seeking unique and memorable visual content. - [Sweaty Sports Arena Editorials](https://www.trendhunter.com/trends/emily-ratajkowski): These Emily Ratajkowski Images for M2 Magazine are Super Sweaty (Category: Lifestyle) Implication: Magazines can attract a wider range of readers by featuring more sports-themed content, including both editorial and advertisements. - [Sultry Beach Workout Editorials](https://www.trendhunter.com/trends/vogue-spain-may): Vogue Spain May 2014 Features Adriana Lima Keeping in Shape (Category: Lifestyle) Implication: Opportunity for athleisure brands to expand their offerings to include fitness apparel that is suitable for beach workouts. - [Jovial Athletic Winter Lookbooks](https://www.trendhunter.com/trends/the-upside-winter-2014): Candice Swanepoel Stars in The Upside Winter 2014 Campaign (Category: Fashion) Implication: Disruptive innovation opportunity for apparel brands to create a new market segment by combining sporty and glamorous styles. - [Quirky Bodybuilder Photography](https://www.trendhunter.com/trends/brian-moss): Brian Moss Captures Unexpected Moments of Workout Kings and Queens (Category: Lifestyle) Implication: Disruptive innovation opportunity: Revolutionize the photography industry by showcasing bodybuilders in non-traditional, unconventional ways. - [Sweat-Building Beauty Editorials](https://www.trendhunter.com/trends/vogue-china-banish-bloating): The Vogue China 'Banish Bloating' Editorial Stars Chiharu Okunugi (Category: Fashion) Implication: Cosmetics brands can develop sweat-resistant and gym-friendly beauty products to cater to customers who want to maintain their beauty routines while working out. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)