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Under the favorable market, many giants have also begun to seize the women's sportswear market: Wolverine Worldwide acquired women's sportswear brand Sweaty Betty; Levi's acquires Beyond Yoga, a sportswear brand founded by Yun Women. According to NPD surveys, women's own brand sportswear brands accounted for 40% of the market in 2021. Private label sportswear accounts for 28% of the sportswear market, accounting for the largest share in this category.

Lululemon's 2020 annual report shows that women account for 69% of its net income. Meanwhile, three sports giants, including Fabletics, Under Armour and Adidas, consume less than 10% of women.

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