The big three sneaker giants — Nike, Reebok and Adidas — continue to possess the highest profile among U.S. consumers when it comes to the estimated $16.2 billion women’s activewear market.

With flashy multimillion-dollar ad campaigns no longer aimed solely at hardcore gymgoers, this trio of brands is trying to reposition themselves as affordable alternatives for everyday pieces that can be worn on the Stairmaster or in the morning meeting.

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