Wellness and sportswear become the new luxury frontier

Luxury is shifting from object ownership to experiences tied to physical well-being. Up to 60% of Millennials and Gen Z surveyed in McKinsey's Future of Wellness report prioritize healthy aging. Brands like Gucci launch sub-brands Gucci Gym and Gucci Life. Alo Yoga, founded in 2007 in Los Angeles, plans a flagship store near Louis Vuitton on Champs-Élysées by 2026, plus stores in Capri, Saint-Tropez, and Porto Cervo. Nike collaborated with Kim Kardashian's Skims for NikeSkims line (slogan: 'If you have a body, you are an athlete'), offering sizes XXS to 4XL. Adidas partnered with Entire Studios for a performance line and launched A-Type Adidas Originals premium line at New York Fashion Week, with sneakers at $800, leather jackets at $1,500, and tracksuits at $2,700. Adidas had earlier limited editions with Rick Owens, Craig Green, Wales Bonner, Jeremy Scott, and Willy Chavarria. Italian heritage brands Ellesse, Arena, Fila, and Sergio Tacchini are now owned by foreign groups. Chinese group Anta Sport challenges Nike and Adidas. Salewa, based in Bolzano, gains urban popularity with a store in Milan's Corso Garibaldi.