Project Report from the year 2022 in the subject Business economics - Market research, grade: 1, 0, Hult International Business School, language: English, abstract: Athleisure is a market that has been growing since the beginning of the two thousand, receiving more strength. Growing exponentially in recent years thanks to the pandemic, changes in fashion and lifestyle as well as society's perception of comfortable but formal clothing. This trend is mainly founded on the growing fitness and nutrition awareness, sustainability, and specialized goods leading us to understand how the consumer today is looking for outfits with a focus on comfort, adaptability, and quality that blend casual and workout attire. Outdoor Voices manages to capture all of this through its products, but above all with its experience in stores since they seek to create a sense of belonging by actively integrating consumers¿ feedback, colorful interior design, happy music but most importantly the friendly attitude of the employees and community. Looking at Outdoor Voices' desire to continue growing we find that although its main competitors have higher brand recognition, Outdoor Voices has the competitive advantage of being a brand for everyone. We will seek to extend brand voice and recognition by creating an experience for new consumers in an area with a promising footprint thus increasing the physical presence of the brand.