Fabletics is pushing further into the collegiate apparel market.
The El Segundo, Calif.-based activewear brand announced Aug. 18 the expansion of its College Shop to more than 200 U.S. colleges and universities, a move that significantly broadens its reach in a category long dominated by basic logo merchandise.
Timed to the back-to-school season, the expansion targets students, alumni and fans who have had few options for elevated school-branded gear.
“The initial response to our College Shop was stronger than we anticipated, and that’s exactly why we’re doubling down,” said Meera Bhatia, president of Fabletics. “Reaching more than 200 colleges and universities is an exciting milestone and an opportunity to introduce Fabletics to new customers while giving existing shoppers another way to experience the brand.”
Fabletics’ College Shop offers embroidered matching sets, custom collegiate graphics and the brand’s best-selling performance styles, applied to school-branded apparel. The assortment is designed to move from campus to game day to everyday use, a positioning that aligns with its broader “lifewear” strategy, according to a press release.
The list of participating schools includes major programs such as Indiana, LSU, Michigan and Ohio State, alongside smaller institutions such as Central Oklahoma, Emory and Wisconsin-Whitewater.
A Retail Pilot Near Campus
Beyond its online presence, Fabletics is also piloting the College Shop in 14 retail stores near major university campuses, including locations near Arizona State University, Michigan State and UCLA. The pilot will launch with a handful of core styles and test in-person demand, with results expected to inform a broader retail rollout.
That physical component matters. Fabletics operates more than 135 stores globally and has reported three consecutive years of double-digit same-store sales growth domestically. Physical retail has grown into a meaningful revenue channel for the company, not just a brand-awareness tool.
Part of a Broader Growth Push
Fabletics surpassed $1 billion in net revenue in 2025 and has set an ambitious five-year target: doubling revenue and quadrupling EBITDA.
Fabletics announced last week that it plans to open approximately 20 new international stores and 25 stores in the U.S. over the next 12 months, which would roughly triple its current international retail footprint. Target markets include India, the United Arab Emirates, Colombia, Peru and several countries across Central America. Domestically, the company also plans to open 25 new U.S. locations over the same period.
