About USA PRO
Overview
USA Pro is a British-origin women’s activewear and sportswear brand specialising in clothing, footwear, and accessories designed primarily for fitness, training, leisure, yoga, and other physical activities. The brand positions itself around women’s empowerment, confidence, functionality, and fitness, offering products that range from sports bras and leggings to tops, shorts, hoodies, footwear, and workout accessories.[1]
Despite its name, USA Pro is not an American sportswear company. Publicly available information identifies it as a United Kingdom-based brand, and historical records show the brand operating in the British sportswear market for many years. A 2007 report, for example, documented the opening of a USA Pro flagship store on Broadwick Street in London.[2]
| Category | Information |
|---|---|
| Brand name | USA Pro |
| Industry | Sportswear / Activewear / Fitness |
| Primary market | Women’s sportswear |
| Origin | United Kingdom |
| Product focus | Activewear, gym clothing, fitness equipment and accessories |
| Main activities | Training, gym, yoga, running, leisure |
| Official website | usapro.co.uk |
| Retail presence | Primarily associated with the UK sportswear retail market |
| Brand positioning | Women’s fitness, confidence and empowerment |
| Notable collaborations/ambassadors | Little Mix; Matthew Williamson; Steph Elswood; Courtney Black |
History
USA Pro emerged as a women’s-focused sportswear brand in the United Kingdom. Some secondary sources date the brand’s introduction to 1997, although a comprehensive, independently documented corporate history is difficult to establish from currently available public sources.
By the 2000s, USA Pro had developed a recognisable presence in women’s fitness clothing. In September 2007, the company opened an international flagship store at 65–69 Broadwick Street, London, near Carnaby Street. The store carried USA Pro’s own collections and also stocked women’s performance footwear from UK Gear.[2]
The brand subsequently expanded its product range beyond basic gym apparel into different areas of women’s fitness, including sports bras, leggings, tops, shorts, yoga clothing, and fitness accessories.
USA Pro’s own description emphasises that the brand is “designed by women for women” and seeks to encourage women to develop strength and confidence through exercise. Its stated philosophy combines femininity with functionality.[1]
Brand Philosophy
USA Pro’s identity is centred on the idea that sportswear should combine performance, comfort, and appearance.
The brand describes its objective as empowering women to feel strong and confident through exercise. Rather than presenting itself solely as technical athletic equipment, USA Pro has traditionally combined fitness functionality with fashion-oriented styling.[1]
Its current product descriptions similarly emphasise clothing that can be used both for training and everyday leisure, reflecting the broader activewear trend in which gym clothing doubles as casualwear.[3]
Products
USA Pro’s product portfolio has historically been dominated by women’s activewear. Its current range includes:
- Sports bras
- Leggings and tights
- Gym shorts
- Training tops and T-shirts
- Vests
- Capris
- Hoodies and sweatshirts
- Jackets and tracksuits
- Loungewear
- Footwear
- Bags and holdalls
- Yoga equipment
- Water bottles and fitness accessories
- Weights and other training equipment
The official USA Pro range currently includes products designed for activities ranging from gym training and home workouts to yoga and running.[1]
The brand has also expanded into junior clothing, while some current retail listings include unisex products. Nevertheless, women’s apparel remains the dominant part of the range.[3]
Design and Technology
A major part of USA Pro’s current offering is its seamless activewear.
Seamless garments are designed to reduce conventional seams and provide greater flexibility and comfort during movement. USA Pro’s current range includes seamless sports bras, leggings, and shorts, with the company and its retailers emphasising flexibility, comfort, and a close-fitting silhouette.[3]
The brand’s current collections therefore combine two different aspects of activewear:
- Performance: Garments are designed for gym workouts, training, and other forms of exercise.
- Lifestyle: Loungewear, hoodies, tracksuits, and fashion-oriented pieces allow USA Pro clothing to be worn outside formal exercise settings.
This combination has become an important part of the brand’s contemporary positioning.
Collaborations
Little Mix
One of the most prominent celebrity associations in USA Pro’s history was its partnership with the British girl group Little Mix.
USA Pro’s own archived “About Us” information identifies Little Mix as brand ambassadors and states that the group worked with the company to create a range of high-performance sportswear.[1]
The partnership resulted in USA Pro x Little Mix, a co-branded sportswear collection associated with the group’s image and popularity. The collaboration helped connect USA Pro with a younger, mainstream female audience beyond the traditional fitness market.
Matthew Williamson
In 2016, USA Pro collaborated with British fashion designer Matthew Williamson on a premium capsule collection.
According to USA Pro’s own account, the collection was positioned at the higher end of the brand’s offering and was retailed through Flannels, a British luxury fashion retailer.[1]
The collaboration was significant because it illustrated USA Pro’s attempt to bridge the gap between conventional sportswear and designer fashion.
Other Collaborations
USA Pro’s more recent retail presence has included collaborations and partnerships with fitness personalities such as Steph Elswood and Courtney Black. These collaborations are promoted in the brand’s current training range and reinforce its focus on contemporary fitness culture.[3]
The brand has also promoted collections such as Cali Social Club, reflecting a more lifestyle-oriented approach to activewear.[3]
Target Market
USA Pro primarily targets women interested in fitness, exercise, and active lifestyles.
Its customer base can broadly be divided into several groups:
- Gym and strength-training customers
- Casual fitness users
- Yoga and wellness customers
- Runners and active consumers
- Women seeking affordable fashion-oriented activewear
- Consumers looking for athleisure and loungewear
- Younger customers interested in celebrity or influencer collaborations
The brand’s official positioning specifically emphasises women who want fitness clothing that combines functionality and flattering design.[1]
Retail and Distribution
USA Pro has historically had a significant association with the UK retail market. Its products are currently sold through its own online presence and through Sports Direct, where USA Pro has a dedicated brand category containing hundreds of products.[3]
Current Sports Direct listings show USA Pro products across categories including women’s training apparel, sports bras, gym bottoms, performance tops, hoodies, jackets, and fitness accessories.[3]
The brand is also available through Sports Direct’s international websites, demonstrating distribution beyond the UK, including markets such as Australia and Singapore.[4]
Relationship with Sports Direct
An important point when describing USA Pro today is its close association with the Sports Direct retail ecosystem.
Sports Direct currently dedicates a substantial portion of its activewear offering to USA Pro, while USA Pro’s own website continues to operate as a branded retail presence.[3]
However, available sources do not provide enough reliable evidence to state a simple ownership history without qualification. The brand’s intellectual-property records identify USA Pro IP Limited in trademark matters, while its retail operations are strongly associated with Sports Direct.[5]
Therefore, it is more accurate to describe USA Pro as a UK women’s activewear brand closely associated with the Sports Direct retail network, rather than simply calling it a “Sports Direct brand” without further qualification.
Trademark and Brand Identity
USA Pro has been involved in trademark activity in multiple jurisdictions.
A United States Trademark Trial and Appeal Board document from 2015, for example, records proceedings involving USA Pro IP Limited and the attempted registration of the USAPRO mark for women’s athletic apparel. The goods covered included shirts, tank tops, sports bras, vests, pants, shorts, jackets, and sweatshirts.[5]
Another U.S. trademark record describes USA PRO goods including athletic clothing, yoga apparel, running apparel, Pilates clothing, bags, and athletic accessories.[6]
This indicates that the brand’s intellectual-property strategy has extended beyond its UK home market.
Market Positioning
USA Pro occupies a position in the mass-market to mid-market activewear segment, rather than competing primarily with premium technical brands such as Lululemon or luxury sports-fashion labels.
Its appeal is based on a combination of:
- Accessible pricing
- Fashion-conscious designs
- Women’s-focused product development
- Broad product selection
- Fitness functionality
- Frequent collaborations
- Strong retail distribution
Its current product range also shows a relatively broad price spectrum, allowing the brand to address consumers looking for inexpensive workout basics as well as more developed activewear collections.[1]
Brand Identity
The name “USA Pro” can potentially create the impression that the company originates in the United States. Available evidence instead points to a British/UK origin. Its identity has historically drawn on the visual language of American-style fitness and sportswear, while its business presence developed in the UK.[1]
The brand’s visual and marketing identity has generally emphasised:
Fitness + Femininity + Confidence + Performance + Fashion
This distinguishes USA Pro from purely technical sportswear companies by placing considerable emphasis on how consumers look and feel while exercising.
Current Status
As of 2026, USA Pro continues to operate as a women’s-focused activewear brand with a large assortment of clothing and fitness accessories. Its official online range includes hundreds of products, covering training apparel, seamless clothing, sports bras, leggings, shorts, loungewear, junior clothing, and gym accessories.[1]
The brand’s current messaging continues to emphasise women’s empowerment and confidence, while its commercial offering has expanded toward the broader modern activewear and athleisure market.
In Popular Culture
USA Pro’s most notable mainstream cultural association has been its work with Little Mix. The collaboration connected the brand with one of Britain’s most successful contemporary female pop groups and gave USA Pro visibility outside the conventional sportswear market.[1]
Its later collaborations with fitness personalities such as Steph Elswood and Courtney Black represent a shift toward the modern fitness-influencer and creator economy, where sportswear brands increasingly use trainers and online personalities to communicate directly with their target customers.[3]
