New day, new athleisure line -- and new report on the collapse of the trend.
Athleisure is rolling over.
But this time, the report, from retail industry watcher the Robin Report, is a real zinger.
"I think athleisure is rolling over for fall and its growth rate will dramatically slow, and then stall out," the author of the report opens.
And to be clear, the report isn't saying that athleisure is dead -- or that activewear sales will fall -- but they are saying that athleisure is on its way out.
"Athleisure is rolling over."
In their observations of consumers across the country, the Robin Report finds that the trend is indeed starting to plateau.
In "cool" cities like Austin, the only people wearing athletic garb were those exercising. In malls and restaurants in the Midwest and Southwest, they counted only a handful of people wearing athletic gear as street wear (aka athleisure).
And don't even start on the U.K. -- posh Brits wouldn't dare be caught wearing athleisure about town.
But in a market so saturated, is there any hard evidence its really rolling over?
The most intriguing nugget of evidence the Robin Report provided in its case against athleisure is the talks they had with retail buyers, who said they were buying more denim and less athleisure for the season ahead.
"What did those buyers buy instead? Mostly denim, both straight legs and flares. With confidence? No. But, they didn't buy athleisure," as the report puts it, admitting that its evidence is pretty anecdotal.
Athleisure retailers include the likes of Lululemon and Victoria's Secret.
We are at the intersection of function and fashion.
Lululemon sees a bright future for athleisure. In an interview with the Associated Press, Lululemon CEO Laurent Potdevin said after a tough two years, momentum is picking up. He expects sales to double to $4 billion by 2020.
"We are in a very unique position at the intersection of function and fashion," he said. "I think that insulates us from other lifestyle apparel brands."
Still, it seems everyone wants in: Sports brands like Under Armour, retailers like H&M, fashion designers such as Tory Burch and celebrities like Kate Hudson, Beyonce and Jessica Simpson all have lines.
So as fashion blog The Cut aptly asks, "How long can this keep going on?"
If you ask the Robin Report, they'd say the sun is already setting. But where retailers go from here is unclear and hinges on whether the current appetite consumers have for fitness experiences and gear lasts.