NEW YORK — No longer quibbling about what defines an athlete, activewear firms are now welcoming sports fans with more nonperformance products designed for their busy lives.

For years, sneaker giants like Nike and Reebok used to balk at the idea that their clothes would be worn by fashion types, but now they see it’s not such a bad thing. Puma and other Seventies powerhouses are making a comeback based on their leisure looks. This month, Ellesse, a skiwear and tenniswear label, relaunched its apparel in the U.S. with nonathletic types like Urban Outfitters.

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