By  on February 22, 2016

Ath-leisure is something of a bad word to Christine Day, the former head of Lululemon Athletica Inc., who’s now helping Adidas up its game in the women’s market.

“I really absolutely hate that word,” she told WWD. “In some ways, it’s kind of demeaning. It means that women aren’t really serious athletes, they’re just wearing clothes that look like they’re athletic. When you live in just ath-leisure, there’s permission to take quality down…it’s permission to commoditize it. That’s what I find kind of offensive, meaning you’re not serious about working out, but also taking quality down to a level where it isn’t really performance.”

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