The hottest trend of the season? Comfort: with Covid-19 forcing millions at home, customers are showing new-found appreciation for cult brands in sportswear. Champion, which has risen to glory over the past years thanks to Gen-Z’s obsession with streetwear, has grown by 245% in clicks this past month vs 2019. All-time favourite Nike has also been thriving, with +81% more clicks vs last year. Even smaller brands are benefitting from the comfort-craze: athleisure label LNDR also reports an outstanding +163% more clicks vs 2019.
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