The current messaging of athletic brands unintentionally alienates new mothers and mothers-to-be.
Serena Williams made headlines in April 2017 not only for winning the Australian Open — her 23rd Grand Slam — but for winning it during the first trimester of her pregnancy. That same year Alysia Montaño, who had run in the 2014 USA Track and Field Championship when she was eight months pregnant, ran the event again — this time a mere five months into her pregnancy.
Active women need activewear. While major athletic apparel brands have increased their focus on women, they have not addressed this all-important phase in their female customers’ lifecycles.Find this hard to believe? Just go to America’s top athletic wear companies’ web sites, type “Maternity” into the search box, and see what happens. We did, receiving answers ranging from “Maternity” returned no results, so we are showing you results for ‘Materials’ instead” to “Maternity , WE’RE SORRY.
It’s no surprise, then, that indie and fast-fashion brands such as Leo & I, Bao Bei Maternity, and Cake Maternity are taking advantage of the opportunity to capture athletic maternity sales and build lifetime consumer loyalty.There are three good reasons major athletic apparel brands should aggressively market to women who are either pregnant, considering a pregnancy, or have recently given birth.
And while they’re at it, why not partner with maternity-friendly brands on new products, or form pure partnerships featuring maternity brands?Supported by emerging medical research, cultural trends, elite athlete influencers, and public interest in physical fitness as a critical element of healthier maternity and post-partum health, sports brands are uniquely positioned to help shatter existing stigmas surrounding motherhood and advance the conversation around pregnancy and health.
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