In the 80s and 90s, bodybuilding’s image was built around the masculine, muscular gym head. New York-based Yeah, I Work Out is a contemporary athleisure brand that’s banking on the nostalgia of bodybuilding’s heyday and designing workout wear that caters to a new generation of gym-goers.

As people work from the couch and ditch the jeans, athleisure sales are soaring while denim categories decline. In this new world of comfort, convenience, and couch potatoes, leggings are in and bootcuts are out. The evidence lies within the quarterly results of Lululemon Athletica Inc.

Whole Foods and Headspace are bringing a four-part video series to IGTV that looks into the mindful benefits of shopping, cooking, and eating. With mental and physical wellness top of mind, this tie-up is leaning into people’s growing desire to acknowledge the links between the two.

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.