Beyond Yoga Expands Men’s Activewear with Reimagined Menswear Capsule Built for Every Move

Beyond Yoga is making a deliberate push into men’s activewear, backed by accelerating sales data and a parent company that is publicly signaling its confidence in the category as a growth driver for the broader business. The move positions the California based brand, acquired by Levi Strauss & Co. for $400 million in 2021, as a serious competitor in a men’s athleisure market that Circana projects will grow over the next three consecutive years.

From Mat to Men’s

Beyond Yoga first launched men’s in 2020 but has invested significantly more in the category over the past year and a half, bringing it into core fabric franchises including Spacedye and LuxeFleece. A new men’s landing page, dedicated email and SMS campaigns, and front of store placement in its larger locations are all part of a push to build awareness for a category the brand openly admits it is not yet known for.

Katie Babineau, Chief Marketing Officer of Beyond Yoga, said, “Men’s is a small, but mighty, and fast growing category for us. We feel the acceleration and the growth rate are really promising based on our investment levels today, and that’s why we want to be hyper focused on where we have opportunity to grow the business.”

The Numbers Behind the Move

The men’s expansion is part of a broader growth story at Beyond Yoga. The brand posted net revenue growth of 36.6% year over year in its fourth quarter for the period ending November 30, and full fiscal year 2025 sales were up 15.4%. Harmit Singh, Chief Financial and Growth Officer at Levi Strauss & Co., said at Citi’s Global Consumer and Retail Conference on March 9, “Men have really gravitated to the performance tech. So, I think there’s a lot more there.”

The category context matters here. Sales of men’s active apparel dropped 1% from February 2025 to February 2026, per Circana, but unit growth was up 3% over the same period, driven by sweatshirts and active pants. That gap between dollar sales and unit volume points to a value conscious consumer who is still buying, but watching price points closely.

Product and Capsule Strategy

The current men’s assortment spans joggers, jackets, hoodies, polos, and chino shorts, priced from the SoftKnit Men’s Cotton Tee at $58 to the LuxeFleece Men’s Half Zip Pullover at $128. The brand’s Spring Equinox limited edition drop, which debuted at a March 21 event in Franklin Canyon Park in Beverly Hills, included both men’s and women’s new cotton tees and featured a live concert from Grammy nominated DJ duo Sofi Tukker.

Babineau said, “We know all customers want a capsule based, easy wardrobe for all of their activities. If you think about the name Beyond Yoga, it was always meant to deliver on getting people off the mat and throughout their day.”

Industry Backdrop

Beyond Yoga is entering the men’s space alongside Alo Yoga and Lululemon, both of which have been building their men’s businesses for longer. The competitive context is well framed by Kristen Classi Zummo, Apparel Advisor at Circana, who said, “He has rewritten the rules of getting dressed. The gym, the office, the weekend errand run — he is wearing the same piece for all of it, and he expects it to perform everywhere he goes. That versatility is what keeps this category sticky.”

For a brand with 14 U.S. stores and a rapidly expanding retail footprint, the men’s push is less about chasing trends and more about building a repeatable, cross gender purchase pattern that deepens the brand’s household presence and drives full price sell through across every store opening ahead.