Fabletics and Ja’Marr Chase Tackle Men's Activewear with Co-Created Collection

EL SEGUNDO, CA – January 02, 2026 – Fabletics is making a bold play in the fiercely competitive men's activewear space, launching its first-ever athlete-curated collection with Cincinnati football superstar Ja’Marr Chase. The move signals a significant strategic shift, not just for the rapidly growing brand, but for the broader landscape of athlete-brand partnerships. Moving beyond the traditional endorsement model, this collaboration positions Chase as a co-creator, aiming to fuse his on-field performance needs with his off-field personal style in a bid to capture a larger share of the booming men's market.

A New Playbook for Athlete Partnerships

The collaboration, branded 'Fabletics x Ja’Marr Chase,' represents a deliberate pivot from standard celebrity endorsements toward a more integrated and authentic co-creation model. In an industry where consumers are increasingly wary of superficial marketing, this deeper partnership seeks to build credibility by involving the athlete directly in the design process. The collection's tagline, “Chasing No One,” underscores a message of individuality and self-direction, mirroring Chase's own on-field persona and a growing consumer desire for authenticity.

“As an athlete, what I wear is not only a reflection of my personal style, but a testament to the importance of how I move on the field, in the gym, and in all aspects of my life,” Chase stated in the official announcement. “Fabletics has allowed me to create a collection that’s not only about looking bold 24/7, but how fashion and performance go hand-in-hand in helping build your confidence in being the best.”

This approach reflects a wider trend in sports marketing, where brands are leveraging the creative insights of athletes to develop products that feel more genuine and purpose-built. By giving athletes a seat at the design table, companies hope to foster a more meaningful connection with consumers who are inspired by both the athlete's performance and their personal brand. Fabletics co-founder Don Ressler emphasized this vision, noting the goal is to “usher in a new era for Fabletics and how we disrupt men’s apparel.” He described the collaboration as being about “the intersection of peak performance… and unmistakable personal style.”

Fabletics' Drive into the Crowded Men's Market

The partnership is a calculated offensive in the lucrative but crowded men's activewear sector. The global market was valued at nearly $147 billion in 2024 and is projected to surge past $240 billion by 2030. Men’s apparel currently dominates the sportswear industry, accounting for almost 60% of the market share, fueled by high participation in fitness and a demand for durable, functional clothing. North America remains the epicenter of this trend, holding over a third of the global market.

Against this backdrop, Fabletics has charted a remarkable growth trajectory. Since launching its men's division in 2020 with comedian Kevin Hart as its face, the line has exploded into a $300 million business. After hitting $20 million in its first year, Fabletics Men's revenue tripled to $60 million in 2021 and doubled again to $120 million in 2022. Today, the men's division constitutes about 30% of Fabletics' overall business, with the company setting an ambitious goal to grow that figure to 45%—a split that would mirror the broader activewear market.

This growth is powered by the brand's signature VIP membership model, which drives customer loyalty and accounts for approximately 95% of total revenue from its three million active members. While Fabletics has carved out a 4.4% share of U.S. athleisure spending, it still faces titans like Nike, which commands over 31% of the market, and Lululemon, with a 21.2% share and a men's line representing over $2.5 billion in annual revenue. The Ja'Marr Chase collaboration is a clear strategy to differentiate Fabletics and challenge these established players by combining athletic credibility with accessible, style-forward design.

The Athlete as Designer: Crafting Style and Performance

The Fabletics x Ja’Marr Chase collection is more than just a name-brand attachment; it is a tangible reflection of the athlete's identity and performance requirements. Released in two parts—the first available now and a second dropping in February—the line integrates personal storytelling with technical innovation.

The initial release cleverly includes pieces from Fabletics Men’s popular “The One” line, a nod to Chase’s nickname, ‘Uno.’ It also features limited-edition graphic tees and hoodies co-created with Chase. These custom designs are deeply personal, incorporating a magnolia flower as a tribute to his home state of Louisiana, alongside graphics meant to evoke the “fast, bold, and high energy” nature of his playing style.

This collection also serves as the debut for ‘DNA,’ a new design silhouette engineered from the arch of the brand's iconic “F” logo. This design element, featured on items like the Go-To Oversized Hoodie, is meant to blend fashion with form, creating a unique visual identity for gear that has been wear-tested by Chase himself.

The upcoming February drop promises further innovation with the introduction of ‘GridTech,’ a new proprietary fabric. According to the brand, GridTech is engineered to offer warmth without adding weight, locking in heat to keep muscles loose while remaining breathable during intense activity. This fabric will be featured in performance-oriented pieces like the GridTech Jogger and Quarter Zip Hoodie, directly addressing the needs of a professional athlete's training regimen.

Expanding the Brand's Identity

By adding Ja'Marr Chase to its roster, Fabletics is strategically broadening the identity of its men's brand. Chase joins founding ambassador Kevin Hart, and together they represent a more pluralistic and modern vision of masculinity. While Hart embodies entrepreneurial hustle, humor, and relentless drive, Chase brings the focused intensity, elite athletic excellence, and style-conscious confidence of a top-tier professional athlete.

This dual-ambassador approach allows Fabletics Men to speak to a wider audience, from the everyday fitness enthusiast inspired by Hart's accessible energy to the dedicated athlete who sees their ambitions reflected in Chase. The collaboration leverages Chase's cultural cachet as a figure who transcends sport, known for both his on-field dominance and his distinctive personal style. By tapping into this influence, Fabletics aims not only to sell apparel but also to solidify its position as a brand that understands the intersecting worlds of performance, fashion, and modern male identity.