MONEY MOVES: How Khloé Kardashian Turned Activewear Into a Power Move for Her Brand Revival
- Priscilla Nakane
- 5 days ago
- 3 min read
In celebrity branding, timing and authenticity are everything—and Khloé Kardashian’s recent collaboration with Fabletics is strategic brilliance. As she steps into a new phase of her career, Khloé is choosing to align her personal values, business acumen, and evolving public persona with a brand that echoes her core message: strength, resilience, and style. Here's why this partnership is a savvy move in Khloé's continued empire building.
A Brand That Matches Her Evolution
Khloé Kardashian has evolved from the punchline sister to a powerhouse entrepreneur, fitness icon, and relatable role model for millions. Her personal transformation—both physically and emotionally—has been widely documented. With Good American, she proved her ability to disrupt the fashion space with a message of inclusivity and confidence. Now, with Fabletics, she's doubling down on that narrative in the activewear space.
Fabletics, known for offering performance-driven fashion at accessible price points, allows Khloé to tap into a wider demographic than her previous ventures. The brand is rooted in empowerment and wellness—values that Khloé lives and breathes.
Khloé's Fabletics line features versatile pieces designed for both workouts and casual outings, aligning with the dynamic lifestyle of our own here in Las Vegas. The collection includes items like the High Tide Zip-Front One-Piece Swimsuit and the Seamless Rib Jumpsuit, catering to those who value both fashion and function. It's a collection that embodies both style and functionality, reflecting Khloe's personal commitment to both fitness and fashion.
The Khloe edited collection offers bold colors, sleek silhouettes, and transitional pieces that take you from workout to weekend—perfect for the modern multitasker. In a post-pandemic world where comfort and function reign supreme, this collection speaks directly to how people want to dress and live now.
The Brand Behind the Movement
Founded in 2013 by actress Kate Hudson and TechStyle Fashion Group, Fabletics launched with a mission to make high-quality, fashion-forward activewear accessible to all. The brand disrupted the athleisure space by offering stylish, performance-driven workout gear at an affordable price point—built around a flexible VIP membership model that encourages customer loyalty and monthly drops.
Fabletics was created to fill a gap in the market: athleticwear that looked as good as it felt, without the luxury markup. Their collections are known for bold designs, inclusive sizing (XXS–4X), and function-meets-fashion silhouettes that move with you from workout to weekend.
Fabletics is widely praised for its blend of function and fashion, offering moisture-wicking, breathable fabrics that keep up with even the toughest workouts. The brand’s high-stretch compression leggings and supportive bras are designed to flatter and perform, while its trend-forward color palettes and limited-edition capsule collections keep the looks fresh and fashion-forward. Customers also value the long-lasting durability of Fabletics pieces, which rival high-end competitors at a more accessible price point. Additionally, the brand has made strides toward sustainability by incorporating select eco-conscious materials into its designs.
Over the years, Fabletics has collaborated with a roster of A-list talent, each bringing their unique style and fitness philosophy to the brand. Vanessa Hudgens first infused the line with edgy, festival-ready flair while Kevin Hart brought humor and hustle to the men’s activewear collection. Former collaborator Demi Lovato championed body-positive, confidence-boosting styles that resonated with fans around the world, while this latest collab with Khloe introduces empowering, curve-loving athleisure edits.
The athleisure industry isn't just a trend, it's a solidified staple within the global, $4.5 trillion wellness economy. From fitness and nutrition to mental health and self-care, consumers are investing more than ever in lifestyle products that make them feel good, and they want to look good and effortless while doing so. Khloé, who has been candid about her fitness journey and body image struggles, is a natural fit to represent the aspirational yet attainable mindset that Fabletics embodies.
Kardashian's partnership with Fabletics isn't just a celebrity collab—it's a calculated, career-move. With her signature softness, strength, and savvy, Khloé is leveraging activewear to reclaim her narrative, reestablish brand relevance, and dominate a booming wellness economy—all while keeping it cool, comfortable, and completely on-brand.
Where To Buy - (Hello, Las Vegas)
With Fabletics storefronts across major metros—including three in Las Vegas—this partnership gives Khloé tangible visibility in our city that’s all about lifestyle, luxury, and performance. Las Vegas is no longer just about the Strip—it’s a hub for sports, wellness, and fashion-forward consumers.
The Khloe Kardashian x Fabletics collection is available at Fabletics stores in:
Fashion Show Mall (a hotspot for tourists and locals alike),
Downtown Summerlin (home to wellness enthusiasts and suburban trendsetters),
Las Vegas North Premium Outlets (offering high foot traffic and retail buzz).
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