
In recent years, a new phenomenon has taken over the fashion and wellness market: the fusion of the fitness world with a sophisticated lifestyle. Driven by the rise of luxury gyms, fitness apparel has transcended workout spaces to become essential pieces in elegant and versatile looks.
The Athleisure concept embodies this transition. The combination of comfortable, functional clothing with a touch of sophistication has become a cornerstone of the modern wardrobe. Leggings, tops, and sports jackets—once confined to training sessions—are now paired with blazers, boots, and other casual items, creating outfits that are both practical and chic. The idea is to offer pieces that work just as well at the gym as they do at a casual meeting or outing. High-performance fabrics and precise tailoring are key to achieving this balance.

Prerequisites that CHASE fulfills with mastery. In the digital era, CHASE, a brand specializing in Athleisure, stands out as a remarkable example of a Digital Native Vertical Brand (DNVB), boasting an impressive growth of 5,400% in just two years. With its roots in online commerce, the company is now investing in expanding into physical retail, broadening its reach beyond the fitness segment and strengthening the athletic market in Brazil.

Founded online in 2015, CHASE built a competitive edge by deeply understanding its customer base and closely monitoring their behaviors. This strategy enabled the brand to establish strong connections and foster a sense of community with its audience—a relationship that has successfully transitioned into physical retail, particularly in the city of Belo Horizonte. By adopting a customer-first approach and leveraging data strategically, CHASE has strengthened its ability to expand while preserving the close, personalized essence that defined its beginnings.
Technical fabrics are at the heart of the brand. Pieces crafted from materials offering elasticity now feature refined finishes, such as elegant textures and neutral or sophisticated colors.
This style is designed for women who refuse to compromise on comfort but still prioritize style.
Here are some tips to inspire you:
- Mix Contrasts: Pair sporty pieces with elegant items, like a tailored jacket over a fitness top or a blazer.
- Focus on Accessories: Structured bags and minimalist jewelry can elevate your look.
- Stick to Neutral Colors: Shades like black, gray, beige, and brown make your wardrobe more versatile.

And now, it is with great pleasure that we bring you this interview with the brand that has become the darling and pioneer of Athleisure in Brazil.
1- What is the story behind the brand that has stood out for its exponential growth in the Athleisure market?
Five years ago, the term Athleisure didn’t even exist, let alone brands working with this aesthetic.
From day one, CHASE has had innovation in its DNA. We strive to deeply understand women so we know how to position ourselves and communicate that effectively.
99% of brands copy each other, “creating” products that already exist—always the same thing, chasing guaranteed demand.
CHASE moves in the opposite direction. Our goal is to innovate by setting trends, inspiring women to think about how they want to feel and who they want to be. That’s how CHASE created Athleisure in Brazil and continues to innovate, developing the next trends.
The only certainty we had in the beginning was that we would not be just another fitness brand.

2- Quality is a mandatory requirement for CHASE, and the brand masters this aspect effortlessly. What is the process behind creating and selecting fabrics?
CHASE was born with the purpose of offering the best the global market has to offer—or nothing at all. For that reason, we spent three years solely on product development and testing until we reached a standard superior to the rest. We work exclusively with the finest materials in the world and spare no expense in production to deliver a premium product.
We are an exclusive brand, focused on quality, not quantity. Our production is handcrafted by skilled Brazilian artisans. Design, cuts, stitching, and dyeing are all exclusive CHASE developments. All of our seamless production undergoes rigorous testing to ensure quality and durability that are unmatched in the market. We are constantly seeking new technologies and materials to continue improving.
3- It’s clear that Athleisure is projected to grow even more this year due to the rise of luxury gyms and lifestyle trends. What tips would you give to those looking to embrace this aesthetic?
Trends come and go. You can buy a product today to follow a trend, but if you buy it just because it’s trendy, that satisfaction will fade quickly. My tip is to look for brands you identify with and admire. That way, you’ll feel more comfortable with your choices and happier with them over time.

4- Sustainability is a key factor impacting the global landscape. What measures is the brand taking to become more sustainable?
All our production processes are eco-friendly, from the creation of the pieces to the packaging.
We are not fast fashion; our garments are designed to last for years in daily use. Choosing CHASE is a conscious choice.
5- And last but not least: as a brand, what would you like to shout to the world if given the opportunity?
CHASE, IT'S NOT A SPORTS BRAND!

Athleisure: A Reflection of the Contemporary Lifestyle
More than just a fleeting trend, Athleisure reflects modern priorities: practicality, comfort, and style in perfect harmony. For those looking to embrace this trend, the secret lies in investing in versatile, high-quality pieces—and CHASE delivers beyond expectations! I can vouch for it, as I’ve secured my pieces, and their quality is unlike anything I’ve seen before. They seamlessly transition through different moments of the day without compromising elegance.
It’s not just about clothing; it’s about expressing a way of life. Athleisure is here to stay.
Super interessante a matéria, tenho acompanhado o crescimento da categoria e Chase sempre aparece como referência para mim. Parabéns e sucesso!!