Beyond Yoga's lifestyle expansion now drives most of its revenue as the brand moves beyond leggings

Beyond Yoga, the premium activewear brand owned by Levi Strauss & Co, has told Glossy that categories outside its founding products, leggings, yoga pants and sports bras, now generate more than 60% of total revenue. Overall sales grew 14% year over year in the brand's most recent quarter, while direct revenue climbed 40%, a split that shows the brand's own channels, rather than wholesale, are doing the heavier lifting on growth.

The shift matters because it validates a strategy several activewear and athleisure brands have pursued cautiously: using a strong core product to build customer trust, then stretching the assortment into adjacent lifestyle categories such as outerwear, loungewear and accessories without diluting the brand. Beyond Yoga's parent, Levi's, bought the brand specifically to diversify beyond denim, and this data point suggests that bet is paying off in the way most such acquisitions hope to, with the acquired brand growing its addressable market rather than simply extending its original niche.

For the wider premium and luxury activewear category, now crowded with the likes of Lululemon, Alo and Vuori, the read-through is that differentiation increasingly comes from lifestyle breadth rather than technical performance claims alone. Brands that can convert a loyal base of core-product customers into buyers across a wider range of categories are likely to show more resilient growth than those still reliant on a single hero product, particularly as the wider apparel market slows. Watch for further category extensions from Beyond Yoga and for competitors to accelerate their own lifestyle pushes in response.

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