Sol Sister Sport Captures Booming 40+ Market with Global Expansion

MILL VALLEY, CA – February 13, 2026 – In a strategic move highlighting a major shift in the activewear industry, women-owned brand Sol Sister Sport has announced its expansion across North America and into select European markets. The growth is fueled by surging demand for its signature skirted leggings, a product that has found a fiercely loyal following among women over 40 who are redefining fitness and style on their own terms.

Founded in 2022 by entrepreneur and athlete Tina Jennings, the Mill Valley-based company has rapidly carved out a significant niche by addressing a gap in the market many larger brands have overlooked. Its expansion into Canada and parts of Europe marks a significant milestone, validating its core premise: that performance, comfort, and coverage are not mutually exclusive.

Tapping an Underserved Powerhouse Demographic

Sol Sister Sport’s success is anchored in its keen understanding of a powerful and growing consumer base. The global women's activewear market, valued at over $92 billion in 2025, is increasingly influenced by women aged 40 and older. This demographic is more active than ever, with recent studies showing that 27% of women aged 40-59 exercise at least five times a week, outpacing their younger counterparts.

Unlike trend-driven markets, these consumers prioritize health, longevity, and self-care. Their purchasing decisions are motivated by a desire for apparel that supports an active lifestyle without compromising on comfort or confidence. This has ignited growth in the “modest activewear” sector, a market valued at nearly $97 billion in 2025 and projected to exceed $162 billion by 2035. It’s a segment driven by women seeking functional solutions that feel both appropriate and stylish.

“Many women want performance apparel that feels polished without feeling exposed,” said founder Tina Jennings in a recent statement. This sentiment resonates deeply with a customer base that has long sought versatile garments suitable for tennis, pickleball, golf, and hiking, yet refined enough for errands and daily life.

The Rise of Functional, Coverage-Focused Activewear

At the heart of the brand's appeal is its thoughtfully engineered product: an integrated skirted legging. This design directly addresses the call for more coverage, offering a streamlined silhouette that provides confidence and freedom of movement. By combining a performance legging with a stylish, attached skirt, the company delivers a practical alternative to traditional athletic wear.

Functionality is paramount. The garments are lauded in customer testimonials for their buttery-soft, durable fabrics and practical features. Deep side pockets, large enough to hold a phone or tennis balls without sagging, are a frequently praised detail. Other elements, such as smoothing waistbands that offer support without constriction and multiple length options, demonstrate a meticulous focus on fit and user experience.

The brand’s clean lines and neutral colorways further enhance its versatility, allowing women to transition seamlessly from a morning workout to the rest of their day. This wear-anywhere capability is a key differentiator in a crowded market, contributing to high rates of repeat purchases and organic brand growth.

A Founder's Vision: From Finance to Functional Fashion

The story of Sol Sister Sport is also the story of its founder, Tina Jennings. After a decades-long career in finance and raising five children, the UC Berkeley and Cornell alumna identified the market gap from her own experience. An avid athlete, she was frustrated by the lack of options that offered sun protection, ease of movement, and a sophisticated aesthetic.

This personal quest evolved into a business mission: to create a brand that empowers women through thoughtfully designed apparel. Jennings channeled her professional acumen and personal passion into developing a product line that solves a real-world problem. Her journey from Wall Street to the world of activewear embodies a growing trend of entrepreneurs launching second-act careers to pursue impact-driven ventures.

The company’s rapid ascent since its 2022 founding underscores the power of an authentic, founder-led brand that speaks directly to its community’s needs. The international expansion is not just a business strategy but a fulfillment of the vision to make versatile, confidence-boosting activewear accessible to more women.

Navigating Global Waters

For a young, direct-to-consumer brand, expanding into international markets is a significant undertaking that involves navigating complex logistics, customs regulations, and cultural preferences. Sol Sister Sport's ability to successfully enter Canadian and European markets speaks to the universal appeal of its product and the strength of its e-commerce-driven model.

Industry analysts note that the 40% surge in online shopping for modest and functional activewear over the past two years has created new opportunities for nimble brands to compete on a global scale. By focusing on a specific niche and cultivating a strong community online, the company has built the momentum necessary for this ambitious geographic leap.

As Sol Sister Sport continues to increase its brand awareness abroad, its journey offers a compelling case study in modern brand-building. It demonstrates how a clear vision, combined with a product that genuinely serves an unmet need, can transcend borders and build a loyal global following.