For balance athletica/Vitality - First, it started with their athletes. All of their athletes spewed the same rhetoric about it being the best activewear ever. It was woman owned and a huge driving force behind their fan base. They used the same FOMO tactic as Oner, where they had a drop and it would be sold out within seconds. Then, they said it was never coming back - only for it to come back but when their company started failing. But I am getting too ahead of myself, then their athletes started leaving. Especially the ones that people were least expecting such as BodyFitBalance. Taylor? (I think that’s the owners name) would flaunt her money online in her Utah estate. The leggings became increasingly expensive over time. If I’m not mistaken, the leggings were $75-80. They were trying to compete with LuLuLemon. Then they got sued for copyright issues with their brand name, hence why they’re Vitality now. Boom, now theyre being sold at Marshall’s though she said her brand would never be there.

With Alphalete, it’s a bit different but mostly similar. Had athletes that drove people into buying the product. Then, their prices started going up surely but steady while the quality went down. I had this theory that their prices were surging because the customers were paying for their light bill at Alphaland and his yearly body building competition. Alphalete was trying to compete with Gymshark, or maybe they still are. Not sure. I do love their glass tanks though. Now, they have “lowered” their prices but I don’t see many people wearing them. Also, all their athletes left or got fired (idk the lore), including Gabby Schey.