Something I've noticed is every maybe 3-4 years there's a new "hot person athleisure" brand that appears, prices at a premium, bombards social media, drapes every single person you see running outside in your city in full sets from it, before getting turned out and replaced by basically the same exact thing with a different name.

So they've gotten quite good at the pump n dump of getting everyone in the spin class on some new $300 polyester outfit every two weeks. It is probably brutally formulaic how refined the playbook is for these sorts of companies.