Tech
Who’s Dominating Athleisure Right Now And Why It Isn’t Giants Like Nike And Lululemon
CNBC Marathon covers the changing athleisure market and how up-and-coming brands like On Running and Vuori are taking on industry names like Nike and Lululemon.
Nike is the world’s largest sportswear brand but the company is on a mission to regain its stride after a challenging year. A series of poor earnings reports over the past year eventually wiped out $28 billion from the company’s market cap and in June, the company experienced its worst trading day ever as a publicly traded company. Nike has blamed its performance on everything from macro challenges to remote employees, but analysts say it was part of a years-long series of strategic errors. During an effort to focus on direct-to-consumer sales through digital channels, analysts say the company has started to lack innovation and ceded market share to newer rivals like Hoka and On Running. Nike is now dealing with an excess of inventory from major sales slowdowns as consumers turn to newer styles from other brands. Now, all eyes are the company’s new CEO, 32-year Nike veteran Elliott Hill, to turn the sportswear giant around.
Nike and Adidas have long dominated the global sportswear market, but a Swiss sneaker company is quickly gaining ground. The brand On sells premium priced athletic wear and is most known for its trademark running sneakers with hollow pads in the sole. In its most recent quarter, the company reported net sales of $869 million, over 40% higher from the year prior. Meanwhile, Nike’s revenues have fallen 9% this year, compared to the same quarter last year. Nike still owns around 40% of global market share in athletic footwear, and On makes up a little under 3%, but that share has increased eightfold since 2019. Experts say On is now one of the biggest challengers in sportswear. But with Nike mounting a comeback and potential tariffs looming, can the Swiss brand maintain its edge? CNBC visited On’s headquarters in Zurich, Switzerland to get a behind-the-scenes look at the company and how its shoes are made.
Southern California-based athleisure brand Vuori has quickly made a name for itself in a saturated industry largely dominated by Lululemon and private Alo Yoga. In 2021, the company raised $400 million from Japanese SoftBank, the largest investment round by any private apparel brand at the time. In November 2024, it landed another investment round for $825 million bringing its valuation to $5.5 billion. The company will likely complete an IPO in the near future. The question is, can it keep the momentum and eventually take over giants like Lululemon?
From where these big-name brands are misstepping, to where their contemporary challengers are thriving, the activewear space is continuing to expand and innovate: right now, it’s about who can keep up. This CNBC marathon uncovers what strategies have been helping, hurting and changing the fates of these brands, those that pioneered the industry and those that may soon take their place and what might be in store for them next.
Chapters:
00:00 Introduction
1:11 Why Nike Is Struggling (Published December 2024)
11:09 How On Running Shoes Are Taking On Nike And Adidas (Published May 2025)
21:36 How Vuori Is Taking On Lululemon And Alo Yoga (Published January 2025)
Produced by: Merritt Enright, Natalie Rice
Edited by: Andrea Miller, Darren Geeter, Natalie Rice
Camera by: Lorenz Huber, Natalie Rice
Animation by: Jason Reginato, Mithra Krishnan, Midnight Snacks
Senior Managing Producers: Shawn Baldwin, Tala Hadavi
Supervising Producer: Jeniece Pettitt
Additional Reporting by: Sara Eisen, Gabrielle Fonrouge
Editorial Support by: Gabrielle Fonrouge
Additional Camera: Ryan Baker
Additional Editing by: Marc Ganley
Additional Footage: Getty Images, Nike, Reuters, On, Vuori, AP Images, TikTok
Additional Sources: FactSet
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
» Watch CNBC on the go with CNBC+: https://www.cnbc.com/WatchCNBCPlus
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to stand out, grow your network, and get more job opportunities? Sign up for Smarter by CNBC Make It’s new online course, How to Build a Standout Personal Brand: Online, In Person, and At Work. Sign up today: https://cnb.cx/4nUBgbA
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
Who’s Dominating Athleisure Right Now And Why It Isn’t Giants Like Nike And Lululemon
source
Grocery stores like Kroger are using AI to help find value for perishable food that would otherwise end up in the trash. The data being generated by Flashfood and companies like it are giving retailers insights into consumer behaviors like showing what products will sell, at what price and at what point they are in their shelf life. CNBC’s Brandon Gomez looks into this growing technology.
Produced, Shot and Edited by: Natalie Rice
Reporting by: Brandon Gomez
Animation: Jason Reginato, Christina Locopo
Senior Director of Video: Lindsey Jacobson
Additional Footage: Flashfood, Getty Images
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to get ahead at work with AI? Sign up for CNBC’s new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
How AI Is Helping Grocery Shoppers Save Money
source
The main demand signal for artificial intelligence looks explosive on paper, but it may be significantly overstated. Token consumption, the basic unit of AI usage, is becoming a distorted metric. Companies like Shopify and Meta have created internal “tokenmaxxing” leaderboards that track how many tokens employees use, and Nvidia CEO Jensen Huang said engineers should be spending half their salary on tokens. But token demand is what the entire AI investment cycle is built on, and that demand number may not be real. CNBC’s Deirdre Bosa shares her perscpective on why Anthropic, by pricing its tools for that reality, might be the best positioned AI company if a correction comes.
Anchor and Columnist: Deirdre Bosa
Produced by: Jasmine Wu
Additional Production: Drew Troast
Edited by: Matt Soto
Animation: Emily Park
Senior Director of Video: Jeniece Pettitt
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to get ahead at work with AI? Sign up for CNBC’s new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
AI Demand Is Overstated — Only Anthropic Is Being Realistic
source
The minivan has ticked back up in sales in recent years, and is a surprisingly significant share of sales for those still in the segment–Honda, Toyota, Kia, and Chrysler. The Pacifica minivan is the only model line Chrysler sells–something that has led industry watchers to fear the legendary American brand is on its last legs. Chrysler brand CEO Matt McAlear, who also runs Dodge, says more plans will be revealed at parent Stellantis’s investor day on May 21. In the meantime, the minivan is faring rather well, he said. Affordability is a growing concern for many buyers, and a minivan’s average transaction price is about $20,000 dollars less than that of a large SUV in the US. That is a great value for a buyer that needs a spacious vehicle for ferrying passengers or even cargo, say analysts.
Reporting by: Robert Ferris
Editing and Camera: Darren Geeter
Additional Camera: Natalie Rice
Senior Director of Video: Jeniece Pettit
Additional Footage: Getty Images, Stellantis, Toyota
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to get ahead at work with AI? Sign up for CNBC’s new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
Why Chrysler Says There Is A Minivan ‘Resurgence’
source
SUVs and pickups have really taken over the US car market. But with average vehicle prices so high, some automakers are still selling healthy numbers of sedans and other low-roofed passenger cars. Kia, Toyota, and Volkswagen, among others have kept sedans in the market, and EVs like the Tesla Model 3 are popular. Detroit automakers Ford and GM have hinted they might want back in.
Reporting by: Robert Ferris
Editing and Camera: Darren Geeter
Additional Camera: Natalie Rice
Animation: Jason Reginato, Emily Park
Senior Managing Producer: Tala Hadavi
Additional Footage: Getty Images, Kia, Toyota, Volkswagen
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to get ahead at work with AI? Sign up for CNBC’s new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
‘Affordable’ Sedans Are Luring Buyers…Including Young Ones
source
Artificial intelligence is reshaping cybersecurity across the crypto industry. While Bitcoin itself is considered resilient, the platforms that connect users to their assets may be more vulnerable. AI can scan complex software systems quickly, uncovering hidden flaws and enabling faster attacks. This shift is forcing crypto companies to rethink how they protect their infrastructure.
Chapters:
0:00 Introduction
0:40 Anthropic’s Mythos model
3:35 Where crypto is most exposed
4:59 Solutions?
Produced, shot and edited by: Charlotte Morabito
Additional Editing by: Andrea Miller
Additional Reporting by: Tanaya Macheel
Senior Director of Video: Lindsey Jacobson
Additional Footage: Getty Images
» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision
About CNBC: From ‘Wall Street’ to ‘Main Street’ to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.
Want to get ahead at work with AI? Sign up for CNBC’s new online course, Beyond the Basics: How to Use AI to Supercharge Your Work. Learn advanced AI skills like building custom GPTs and using AI agents to boost your productivity today. Sign up today: https://cnb.cx/4qKBe6H
Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC on Threads: https://cnb.cx/threads
Follow CNBC News on X: https://cnb.cx/FollowCNBC
Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC
#CNBC
What Anthropic’s Mythos Means For Crypto Security
source
-
Other2 years ago
Economic crisis Predictions|Bloomberg Surveillance 11/08/202…
-
Other2 years ago
Suppers Around The World – Tasty Recipes Please recognize th…
-
Food2 years ago
Kardea Brown’s Cheesy Hash Brown Casserole | Delicious Miss Brown | Food Network
-
Politics2 years ago
Russia hawks to Putin apologists: GOP stonewalls Ukraine aid, Tucker Carlson’s trip to Moscow
-
Other2 years ago
Giada De Laurentiis Makes Pan-Fried Zucchini w/ Anchovy Vina…
-
News2 years ago
White House warns of Russia invasion in Ukraine before end of Olympics
-
Other2 years ago
Just how beginner Vivek Ramaswamy is gaining some Trump foll…
-
Other2 years ago
MaxMara Spring/Summer 2013 FULL SHOW|Milan Fashion Week MFW|…
-
Sports2 years ago
Top 10 Saves from Week 13 of the 2021-22 NHL Season
-
Politics2 years ago
George Conway: ‘Lying, intimidating, bullying. That’s Trump at his worst, and that’s Trump always’