INDIVIDUAL ISSUE

PAPER- COMPRESSION
WEAR

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Consumer Behaviour

The following paper discusses the trend of increasing penetration of Compression

Wear products (Under Armour X2, Nike Combat Pro, etc.) in gyms as the workout
apparel of choice for millennials. The preference for compression wear among
consumers can be attributed to several health and fitness-related benefits that
various brands claim their products provide. However, research regarding the
validity of such claims has been largely inconclusive till date, while the health
benefits of compression therapy as a medical procedure cannot be fully translated
to branded sportswear. Still, the adoption is growing among millennials and industry
reports indicate that the category is growing. Why is this segment increasingly
purchasing a product category This paper explores the reasons people purchase
compression wear for the gym, why this trend is catching on specifically with
millennials, and the authors own views on and personal experience with
compression wear that draw specific insights regarding this specific consumer
behaviour.
Intro
Over the course of the last year and a half, I personally observed an increase in
people wearing branded compression wear shirts, tights, and shorts to the gym for
their workouts. As my interest in these snug, visually appealing products increased,
a cursory online search revealed that this was in fact a growing consumer trend
among individuals in the ages of 18 to 35, most of which corresponds to the
millennial generation.
At the same time, Under Armour (UA) announced US $4 Billion in sales in 2015 1.
Revenue for the year grew 28%, with the final quarter up 31%, building on a streak
1 Fortune, (Kell, 2016)
1

of similar double-digit gains in recent years for the company. This further supported
the trend since UA is one of the most prominent brands in the category and its
product portfolio is mostly compression gear.
The compression wear category is not new to sports apparel, what with its
popularity among athletes in track & field sports, cycling, basketball, football and
endurance running. However, its association with strength training, body-building,
and related gym activities had been rather limited until recently.
What are the brands and products that people purchase in this category?
Compression apparel is a variety of clothing including shirts, pants, shorts, sleeves,
socks, underwear and other items which are made of engineered fabric that fits
tightly to the shape of your body, applying pressure to your muscles and tissues.
These garments are made of materials such as Nylon, Lycra, and Neoprene, and
maintain their form regardless of the intensity of use. Many types of this clothing
have unique material that will offer a graduated form of compression to your body,
for example, a leg sleeve will be tighter around the ankle compared to the knee
area.
All major sporting brands offer multiple sub-brands and extensions under
compression wear and are differentiated in level or amount of support, design, and
price-points. Nike Combat, Combat Pro, Running Pro, Reebok - CrossFit, ONE,
Adidas - TechFit and Puma ACTV are such examples2 and sold through large retail
stores, multi-brand (SportChek, Foot Locker, etc.). Smaller brands focused on
compression wear are also competitive in the market and sold primarily through
online channels - SKINS, Under Armour, Baleaf (Amazon)
2 Various Websites : nike.com, Adidas.com, puma.com,
2

Adidas will tell you that its Techfit "focuses your muscles' energy to generate
maximum explosive power, acceleration and long-term endurance." Under Armour
says its leggings "deliver increased power and stamina."
So, does compression really work?
Yes, and no. It depends on which of the above claims you were hoping to
experience.
Compression wear products are supposed to be based on the medical procedure of
compression therapy3 which has historically entailed the delivery of an external
force to tired and aching legs, and other relevant anatomical targets where
compression is required for management. This therapy is used to treat venous and
lymphatic diseases, such as lower limb edema, venous eczema, deep vein
thrombosis, and diabetic foot ulcers. Compression, in treatment, can be achieved by
using garments such as bandages and stockings. These compression garments
prevent blood from pooling in the legs, which, in turn, helps improve blood
circulation. Compression garments are designed to apply differing amounts of
pressure to various parts of the body (mostly legs) to achieve the results. This
pressure can be significantly high (15-25 mBar of Hg) 4 and is administered by a
healthcare professional.
However, compression apparel offers but a fraction (10 to 50%) 4 of the pressure
that compression therapy utilizes, and that should be of concern.
Scientifically, compression clothing is pretty much useless for endurance runners5.
A study, published in the International Journal of Sports Physiology and
3 (Persistence Market Research, 2015)
4 Wikipedia, Compression Garment
3

Performance, rounded up 16 competitive male distance runners. They were fixed

with monitors and masks to measure their gait, oxygen intake, and other variables,
then set loose on a treadmill, running at three progressively increasing speeds.
Compression sleeves were slipped over calves, and the treadmill test was
repeated. Results showed that there was no statistically significant difference in
running efficiency or biomechanics between when the runners wore compression
and when they did not. If the sleeves had functioned as expected, the runners
would have used less oxygen.
In a statement6, the National Athletic Trainers Association (NATA) stated that while
many studies have been conducted on the benefits of compression clothing during
activities, overall the studies are inconclusive on the actual benefits.
University of Oxford researchers did an extensive review of studies on compression
garments. In their report, "Mythbusting Sports and Exercise Products" 7, formerly the
British Medical Journal), they concluded: "There is a lack of evidence to support use
of compression garments to improve sporting performance.
However, A review8 of more than 30 studies of the effects of compression clothing in
sports performance and recovery, for instance, determined that compression
clothing may assist athletic performance and recovery in given situations. Those
situations involve sports such as basketball or track and field that require explosive
sprinting and leaping, although athletes in other sports, including weight training,
5 (Stickford & Chapman , 2015), IJSPP
6 (National Athletic Trainers Association (NATA), 2015)
7 Mythbusting Sports and Exercise Products, British Medical Journal (2015)
8 (DP, 2013)
4

have reported feeling less sore if they wear compression clothes than if they dont,
the review found.
Then why is the average millennial gym-goer buying into this trend?
First and foremost, we are millennials. We do not share the same values as
generations before us. Baby boomers associated the gym with old, tatted clothing
that was not good enough to wear elsewhere. However for us millennials 9, personal
appearance, especially in a social setting (these days) as the gym, is extremely
important. We also seek more personal experiences of transformation, and are more
likely to have a fitness routine than our parents. This also creates a need for
products that motivate us and enable us. The claims for compression apparel
address this very pain point.
Looking at various product reviews online, discussion threads on fitness forums and
talking to several users at Tait McKenzie center (York U gym), the following table
was populated which lists the major benefits that customers seem to experience
from compression apparel.
Functional Benefits

Emotional Benefits
Social
Self-expressive
(What does it say

Comfortable, stretchy
fabric that lasts longer
Many have deodorizing/
odor suppressing
qualities
Moisture wicking material

Be part of the 'tribe' of

about me?)
It says that Im serious

fellow gym-goers who

about my fitness, and

are perceived as

not perceived as a

advanced.
If the user is already in

beginner/novice.
It says that I work hard at

9 Wikipedia, Millennials
5

keeps body dry & cool

Many have sun protection
(UPF 30-50+) built-in
Reduced muscle
vibration/oscillation
reduces injuries (to
some extent)
Accentuates muscles
better than other

good shape, the

developing/ maintaining

accentuated physique

my fitness and/or

gets attention from

resultant physical

other gym-goers.
Receive interest and

transformation.
It also says something

questions about their

about my stature since

use of compression

the products look and

wear

feel better and cost

alternatives due to its

more than regular gym

fit.

apparel.

Having used several pairs of compression apparel (Nike, Adidas, & UA) for my gym
routine over the last 4 months, I have experienced all of the above benefits or
expectations thereof at some point. I found out at the pre-purchase stage that a $40
premium on workout apparel will provide me with, at best, a little faster recovery
after intense workouts.
On trying the products, the comfort of the fabric and the snug fit initially distracted
me from my routine as I felt more feedback from the clothes. Over time, I used this
feedback to help improve my form and posture during my routine. Based on how I
looked in the mirror with the compression gear on, I started setting goals for my
muscle groups and began monitoring progress closely during the workout. The
deodorizing feature takes away a big source of anxiety at the gym, leaving me to
focus on the task at hand.
All in all, I feel I valued benefits not explicitly stated or promised by the
manufacturers. But I also do not think I would have chanced upon this positive

experience had I not, if only to refute, tried to test the product out. There might be
an untapped segment for these companies right now that would probably respond
to the specific reasons I found value in the products.
As a marketer, two key takeaways about this consumer behaviour are:

Claims yet to be proven have resulted in marketing successes of many

products (SmartWater, Acai Berries, some Dr. Oz products) and failures
(Theranos, most Dr. Oz products). For compression wear, there is not a lot
of risk of failure as customers find value in some features and perceive the

remainder as they are motivated and put in the effort.

Sportswear is an example of an industry in a transformational economy 10 beyond the experience economy where a brands promise and ability to
enable a transformation in the customer (eg. Meet a personal life-goal)
differentiates it from others. This insight alone can help design the user
experience with the brand and its offerings aligned with consumers need for
enablers. Millennials and Gen Z11 feel and identify with this need and can be
converted to loyal customers. Similar rules would apply to other industries
that enable transformation. (Eg. Health foods, fashion, etc.)

10 Based on the class presentation on Experience Economy by Pine & Gilmore,

Week 2
11 Wikipedia, Millennials,Generation Z
7

References
B, S. (2015, September 03). Compression Wear Market Set To Grow Fast Over Next
5 Years. Retrieved from Press Advantage:
https://www.pressadvantage.com/story/3712-compression-wear-market-setto-grow-fast-over-next-5-years
DP, B. (2013). Bringing light into the dark: effects of compression clothing on
performance and recovery. Int J Sports Physiol Perform. Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/23302134
Innnovation in Textiles. (2015, January 13). Expansion in the Compression Wear
Market Will Outstrip Growth in Established Performance APparel. Retrieved
from InnovationinTextiles.com: Expansion in the compression wear market
will outstrip growth in established performance apparel categories - See more
at: http://www.innovationintextiles.com/expansion-in-the-compression-wearmarket-will-outstrip-growth-in-established-performance-apparel
Kell, J. (2016, January 28). Here's Why Under Armour's Stock Is Killing It Today.
Retrieved from Fortune.com: http://fortune.com/2016/01/28/under-armoursales-soar/
Lincoff, N. (2015, August 26). Compression Market Expected to Boom, Despite
Inconclusive Research. Retrieved from HealthLine:
http://www.healthline.com/health-news/compression-market-expected-toboom-despite-inconclusive-research-082615
National Athletic Trainers Association (NATA). (2015). Does compression clothing
help prevent muscle injuries for athletes? Retrieved from ShareCare.com:
https://www.sharecare.com/health/safety-preparedness/does-compressionprevent-muscle-injuries
Persistence Market Research. (2015). Global Market Study on Compression Therapy:
Asia to Witness Highest Growth by 2020. Persistence Market Research.
Stickford , A. S., & Chapman , R. (2015). Lower-leg compression, running mechanics,
and economy in trained distance runners. International Journal of Sports
Physiology and Performance.
Wang, J. (2013, October 21). Compression garments unproven, but athletes say
they boost performance. Retrieved from South China Morning Post:
http://www.scmp.com/lifestyle/health/article/1336576/compression-garmentsunproven-athletes-say-they-boost-performance

Exhibit A