Skift Take
Athleisure is a growing market, but brands still have to come up with ways to stand out from the pack. However, infusing workout clothes with CBD oil probably isn't the most viable way to attract long-term customers.
It seems as if CBD has infiltrated nearly every consumer category in existence over the past year or two, whether that's food and beverage, beauty, sleep, health, or fitness. With analysts forecasting that CBD sales could reach $20 billion by 2024, it’s not exactly surprising that brands in other categories, including athleisure, want to get in on the action.
But this is definitely a new one: Athleisure brand Acabada has taken the step we thought no company would dare by lacing workout wear with the oil. The claim? To help women “perform their best,” thanks to the oil’s apparent ability to soothe sore muscles and “promote healing.”
You’re not alone if you think it seems a little far-fetched. The company claims that some will feel the difference after the first wear, while others will need to put them on consistently for two weeks to feel the benefit. Our guess: Most won’t notice the difference at all.
While we can cast
