Influencer Marketing Strategy
Fabletics's Influencer Marketing Strategy
Fabletics, founded in 2013 by Don Ressler and Adam Goldenberg, entered the market with the vision of creating affordable, stylish activewear for women. With actress Kate Hudson onboard as a co-founder and the face of the brand, Fabletics quickly gained media attention and consumer interest. Unlike traditional athletic brands, Fabletics introduced a flexible membership model that offers monthly shopping credits, personalized outfit recommendations, and exclusive access to collections—all at a discounted rate. This model attracted over 2.4 million subscribers globally and became central to the brand’s customer retention strategy.
What sets Fabletics apart is its emphasis on inclusivity, body positivity, and community. The brand offers a wide range of sizes and regularly features models and influencers of all body types and backgrounds. This inclusive approach resonates with a broad audience and supports Fabletics’ message of self-love and empowerment.
Fabletics also strategically combines celebrity collaborations with a vast influencer network. From Hollywood stars to everyday fitness creators, the brand leverages authentic partnerships to tell real stories and build trust. Beyond digital presence, Fabletics fosters in-person engagement through community-driven events like the Fabletics Run Club, bringing local fitness communities together under the brand’s mission.
The result is a strong, emotionally resonant brand that stands at the intersection of fashion, fitness, and lifestyle—offering more than just clothes, but a supportive, empowering community that consumers want to be part of.
Sales:
Fabletics regularly fuels conversions through compelling promotions such as 80% off welcome deals, flash sales, and discounted bundle offers. The VIP membership, priced at $59.95/month, includes exclusive perks like early access to sales, member-only collections, and reward points. Offline engagement via events like the Fabletics Run Club also drives brand loyalty and awareness at the community level.
Collaboration:
Celebrity collaborations have played a major role in Fabletics’ growth. Kevin Hart introduced a 90s-inspired menswear line; Lizzo launched her inclusive shapewear brand, Yitty; and Khloé Kardashian brought fresh attention with her limited-edition drop. Additional partners include Demi Lovato, Becky G, Maddie Ziegler, and more. Influencer-wise, Fabletics works with both macro and micro-creators across social platforms, encouraging authentic content and real-life fitness journeys that strengthen the brand's message of individuality and empowerment.
Written By:
Allie Pepper
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