Belly Bandit recently launched a new line of maternity athleisure called ActiveSupport, which promises to support women before, during and after pregnancy. The collection of athleisure-inspired maternity wear includes leggings, tank tops, capris and even a nursing sports bra. These pieces of apparel feature high-performance features like supportive panels, moisture-wicking fabric and panels for nursing to support both active and everyday life.
The Essential Leggings & Capris, Essential Sports Tank and the Power Leggings & Capris are made in the USA from eco-friendly fabrics that are bluesign certified.
In the same way that women love the way athleisure styles can seamlessly take them from the gym to other activities, Belly Bandit co-founder Lori Caden remarks that "We realize that moms-to-be want products they can wear from the gym to the grocery store."
Key Themes Behind This Trend
- Maternity Athleisure Apparel
- Disruptive innovation opportunity: Develop advanced athleisure wear that specifically caters to the needs of pregnant women.
- Supportive Panels
- Disruptive innovation opportunity: Create customizable supportive panels that can be incorporated into various types of clothing for added comfort and functionality.
- Eco-friendly Fabrics
- Disruptive innovation opportunity: Design and produce sustainable fabrics for maternity athleisure wear that are both environmentally friendly and high-performance.
Where This Applies
- Athleisure
- Disruptive innovation opportunity: Innovate the athleisure industry by expanding the market to include specialized clothing for pregnant women.
- Fitness & Wellness
- Disruptive innovation opportunity: Develop fitness and wellness products specifically tailored to the needs of pregnant women to enhance their overall well-being and exercise routines.
- Sustainable Fashion
- Disruptive innovation opportunity: Combine fashion and sustainability in the production of maternity athleisure wear to establish a new niche market that caters to eco-conscious consumers.
