The athletic wear landscape has exploded beyond the familiar logos of legacy brands like Puma. A fresh generation of companies is reimagining what sports apparel and footwear can be, bringing innovation in sustainability, inclusivity, and design. We've found several brands that offer compelling alternatives to the usual suspects, each with their own distinctive approach to athletic gear.
: Brooklyn's Sneaker Artisans Turn Waste into Luxury
Behind an unassuming storefront in Brooklyn, GREATS is quietly revolutionizing sneaker production. Founded in 2014, they've established themselves as Brooklyn's first proper sneaker brand, bringing an artisanal approach to footwear that feels more Williamsburg than Wall Street.
The Royale 2.0 emerges from the same Italian factories that craft shoes for luxury fashion houses, but with a distinctly Brooklyn attitude. We're particularly intrigued by their packaging strategy – each box is fully recyclable and sized precisely to minimize shipping waste. Their recent Steve Madden acquisition hasn't dulled their edge; if anything, it's given them more resources to pursue their waste-reduction mission.
Why we like GREATS
1
Artisanal Quality
Produced in luxury Italian factories with premium craftsmanship
2
Sustainable Packaging
Innovative recyclable packaging designed to minimize waste
3
Brooklyn Heritage
Authentic local brand maintaining quality post-acquisition
I’ve always been a fan of Greats. They’re great quality and will last long.
: The Internet's Favorite Gym Buddy Goes IRL
Remember when all gym clothes looked the same? Gymshark doesn't. This British brand began in a Birmingham garage and grew into a social media phenomenon by understanding that gym gear should work as hard on Instagram as it does on the squat rack.
The Arrival 5" Shorts exemplify their approach: strategic seam placement and careful attention to proportions create gear that photographs as well as it performs. Their marketing playbook has become required reading for modern brands, pioneering the influencer partnership model before it was cool. We're impressed by how they've maintained their community-first approach despite their meteoric growth.
Why we like Gymshark
1
Social Media Pioneer
Revolutionized athletic wear marketing through influencer partnerships
2
Performance Design
Strategic seam placement and proportions for optimal function
3
Community Focus
Maintains authentic connection with fitness community despite rapid growth
I hope to buy some of these shorts this year, they look so cute on so many people. This might be a summer must have
: Where Luxury Meets Liberation
Beyond Yoga isn't just making workout clothes – they're leading a movement. Their designs challenge the notion that athletic wear should only cater to one body type, creating pieces that celebrate diversity without compromising on performance.
Their Spacedye fabric has developed an almost cult-like following, and we can see why. The material manages to be both technical and luxurious, like your favorite t-shirt got a PhD in performance textiles. Their size range is genuinely inclusive, not just paying lip service to diversity but embracing it in their design process from day one.
Why we like Beyond Yoga
1
Inclusive Design
True size inclusivity built into the design process
2
Signature Fabric
Proprietary Spacedye material combining comfort and performance
3
Body Positivity
Leading the movement for diverse representation in athletic wear
: The Sneaker Brand That Wants Its Shoes Back
Most sneaker brands measure success by how many shoes they sell. Thousand Fell measures success by how many they recycle. Their circular business model turns the traditional "wear and toss" approach on its head, creating shoes designed to return home.
The Women's Lace Up showcases their innovative material science – coconut husk and recycled bottles transform into comfortable, durable footwear. We're fascinated by their recycling credit system, which rewards customers for closing the loop. Their approach to manufacturing feels less like a production line and more like a science experiment gone right.
Why we like Thousand Fell
1
Circular Economy
Innovative recycling program with customer rewards
2
Sustainable Materials
Uses coconut husk and recycled bottles in production
3
Future-Forward
Reimagining the traditional footwear business model
: Spain's Vegan Sneaker Scientists
From their Barcelona headquarters, SAYE is cooking up the future of sustainable athletic wear with some unexpected ingredients. Their R&D team seems more like mad scientists, turning mango waste and cactus leather into performance materials that make traditional fabrics look decidedly last-century.
The Mid-crew Everyday Socks showcase their commitment to radical transparency. Every material, every process, every environmental impact is documented and shared. We appreciate their willingness to pull back the curtain on their manufacturing process, treating customers more like informed partners than passive consumers.
Why we like SAYE
1
Innovative Materials
Pioneering use of mango waste and cactus leather
2
Radical Transparency
Complete disclosure of materials and environmental impact
3
Scientific Approach
R&D-focused development of sustainable alternatives
: Hong Kong's Answer to Single-Purpose Sneakers
While other brands chase specialization, LANE EIGHT zigs where others zag. Their Hong Kong design team has created the Swiss Army knife of athletic footwear – shoes that transition seamlessly from morning runs to evening drinks.
The Women's Trainer AD 1 embodies this versatile philosophy, incorporating algae-based foams and recycled materials without sacrificing performance. Their approach challenges the notion that we need different shoes for every activity, creating a compelling argument for thoughtful minimalism in our athletic wardrobes.
Why we like LANE EIGHT
1
Versatile Design
Multi-purpose footwear for various activities
2
Eco-Innovation
Incorporation of algae-based foams and recycled materials
3
Minimalist Philosophy
Challenging the need for activity-specific footwear
The Future of Athletic Wear Is Already Here
These brands represent more than just alternatives to mainstream athletic wear – they're glimpses into what the future of performance gear might look like. From GREATS' artisanal approach to Thousand Fell's circular economy model, each brand brings something unique to the conversation. While they may not have Puma's name recognition (yet), they're proving that innovation often comes from unexpected places.