Summertime, and the living is hot and sticky. While that used to mean reconsidering one's warm weather workout, these days it is no longer necessary. In general, cotton is preferred for activewear, and new performance features make an already breathable fiber even more attractive from June through August.

Plenty of companies are getting in on the performance cotton game. Polarmax^®, the primary retail brand of Longworth Industries, Inc., is already ahead of the curve; earlier this spring, it rolled out a line of PMX technical base layer T-shirts and undergarments with the TransDRY™ moisture management technology. The TransDRY finish allows 100% cotton fabrics to transfer perspiration across the surface of the fabric and away from the skin, keeping wearers drier during varying levels of exercise intensity. In April, the company announced that the new line won the 2010 Camping Life Editor's Choice Award.

Marika, which caters to women, is another company that has always featured cotton. These days, the top pieces are its new shape-enhancing activewear, says Carrie Henley, senior vice-president, general manager.

"When we were developing it, we wanted a more tech performance line that was also feminine, but we didn't want to walk away from our staple customer who has always loved cotton. So we chose cotton," Henley says of the patented product line, which includes an uplift bra, tummy control pant, and waist control pieces.

Both companies' decision to use cotton was supported by consumer research; when asked to choose among three athletic apparel products with the same price, style, and performance features but with different fiber content, most consumers chose cotton (76%) over polyester (12%), or nylon (12%), according to the Cotton Incorporated Lifestyle Monitor™ survey.

In fact, the Sports Apparel Study also reveals that some consumers (31%) go so far as to avoid certain fibers when buying activewear; the most-avoided being polyester (35%). Study respondents say they avoid it because it is too hot, uncomfortable, and does not breathe.
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On the other hand, cotton resonates with active consumers precisely because of its comfort; when asked what attributes best described cotton athletic apparel, most cited comfort (87%) and softness (86%), followed by durability (77%) and good fit (77%). However, despite consumers' preference for cotton athletic apparel, Cotton Incorporated's Retail MonitorTM found only 38% of activewear offered in stores contains cotton.

That means there is a significant opportunity to provide cotton options designed for the wide variety of physical activities consumers enjoy today. According to Monitor data, walking is by and large the most popular activity for both Monitor men (53%) and women (59%). Next most popular for men is weight training (24%) and cardio training (23%), and while almost a quarter of women prefer cardio training such treadmill, elliptical trainer or the stationary bike (21%).

Additionally, a small but dedicated contingent (14% of consumers) continually report that they purchase new clothing when trying out a new sport, according to the Monitor survey.

The Sporting Goods Manufacturers Association reports wholesale sales of sports apparel were $28.17 billion in 2009, down 5% from $29.64 billion in 2008. The largest segment of the sports apparel industry – at $4.8 billion – is shirts/tops. As recessionary pressures ease, though, the SGMA forecasts an improvement for 2010 in wholesale sales for swimwear, shirts/tops, shorts/skirts, pants, warm ups, fleece/sweats, and apparel accessories.

Tom Cove, SGMA president, says the decline in sales in the sports industry mirrored the struggles in the U.S. economy during the last 12-18 months.

"As the economy begins to improve, Americans will be more likely to spend more money on fitness equipment, sports gear, athletic clothing, and footwear," Cove says. "This year could easily be a significant year of change for the sports industry as people are poised to play more and, hopefully, spend more."

And spending more on activewear that has performance features is something consumers are willing to do, among those somewhat or very likely to purchase: 76% will pay more for more for a T-shirt that has moisture wicking and stain resistance, 72% for anti-microbial and fade resistance, and 71% for odor resistance.

Champion recognized that workout wear with the appropriate performance features resonates with consumers; Claire Powell, director of brand marketing, says the right activewear can make all the difference in keeping up with one's workouts. "Whether it's running, weight training or Pilates, to stay on track buying the right apparel, not just new apparel, is key."

The brand offers an array of performance pieces, as well as classic premium cotton T-shirts, shorts and hoodies.

Of course, men and women are divided on what features matter most; men care more than women about performance features (15% vs. 9%), according to the Sports Apparel Study, and women care more about fit and comfort than men (49% vs. 39%).

Marika's product, on the other hand, speaks directly to women's preferences.

"All our pants have a [vented] gusset and the sports bras have are lined to be breathable and wick away moisture," Henley says. "And we all like to look good when going to the gym. Some people won't go to the gym because they're embarrassed with how they look. But the bottom line is when you put something on and look better, you'll want to go. And with our shapewear you'll look great."