Rival: A New Luxury Activewear Era

PetitePaulina – Rival Activewear , Daniel Blanshay never imagined he would one day build a luxury activewear brand. His early career in Israeli counterterrorism pushed him toward a life far removed from fashion. Yet, the moment he accepted he wouldn’t become the next James Bond, he embraced a different kind of mission. When he returned to the U.S. to lead his family’s jewelry brand, he discovered a surprising truth through data: luxury and activewear were the only two segments still rising strong. That insight lit a spark. Daniel began imagining a brand that fused both worlds performance built on discipline and luxury built on intention. His journey is more than a career change; it is a story of reinvention. In every step, he chased purpose, not glamour, and that search became the foundation of Rival’s creation.

From Idea to Identity: Designing a Brand With Purpose

To transform his vision into reality, Daniel partnered with industry veteran Anthony Keegan a designer with experience at Giorgio Armani, Canada Goose, and Bugatchi. Together, they envisioned a category that felt both refined and resilient. Although the line won’t officially launch until May, their New York preview revealed a quiet confidence. Daniel acknowledged the crowded activewear market but insisted there was still space for innovation. He pointed to the rising success of collaborations like Arc’teryx x Jil Sander and On x Loewe, showing how consumers crave performance with artistry. Rival set out to occupy this emerging space by prioritizing durability, elegance, and longevity. Every design choice reflects intentionality: the line speaks to people who want to look sharp, move freely, and choose products that feel meaningful rather than disposable.

The Fabric Revolution: Engineering What Feels Indestructible

Rival’s ambition is anchored in its fabrics. Determined to create materials unlike anything on the market, Daniel and Anthony spent a year in Portugal researching and developing textiles that could last decades without sacrificing comfort. One standout is their proprietary blend that fuses Dyneema a military-grade fiber 15 times stronger than steel with soft, breathable materials that feel gentle against the skin. They also partnered with Nanobionics, a leader in infrared textiles, to engineer fabrics that support circulation and recovery. In addition, they integrated Seacell, a seaweed-derived fiber known for nourishing the skin. Every garment includes interior patches that explain these innovations in detail, reinforcing transparency and education. Rival’s approach reflects a belief that premium products must be more than beautiful; they must be engineered with integrity and intention.

A Launch Built Around Performance, Style, and Versatility

Rival’s debut will offer pieces for training, running, and yoga crafted for both men and women. While the first collection is sold direct-to-consumer, wholesale expansion is already planned for 2027. The initial range includes bra tops, leggings, sweats, joggers, and track-inspired silhouettes designed to transition from performance to daily life. Keegan revealed the palette is intentionally “heavy on black,” accented with sophisticated prints to preserve a sense of timeless elegance. Each category includes both sport-specific and lifestyle options, from seamless tanks to open-leg cargo pants. With 180 to 200 SKUs in the launch, Rival signals it is not experimenting it is entering the market with clarity and ambition. Their long game includes expansions into swim, snow sports, golf, cycling, motorsports, and beyond.

Crafting a New Tier Between Luxury and Performance

At its core, Rival asks a bold question: What would the Tom Ford man wear to the gym? The brand positions itself between Lululemon and Prada, establishing a new tier where performance meets couture. Prices reflect this ambition: bra tops range from $180 to $275, leggings from $230 to $475, and sweats from $380 to $900. Yet Daniel insists it’s about value, not extravagance. Their mission, “The arena is within. Performance is an art,” captures the emotional and physical discipline that drives the brand. The square logo, representing a court, reinforces that the true competition is internal. Rival aims to serve individuals who want products that elevate their movement, sharpen their mindset, and honor their well-being. Luxury, in this context, becomes less about status and more about upgraded living.

Investment, Momentum, and the Road to the 2028 Olympics

Rival has already attracted major investors, including Philip Duff, former CFO of Morgan Stanley and owner of Assos Switzerland. This support reflects confidence in the brand’s long-term vision. Daniel describes Rival as a bridge between Loro Piana’s refinement and Special Forces durability a combination rarely explored in fashion. He believes the brand can fill a “white space” for consumers seeking products that are chic, scientifically engineered, and built for longevity. The goal is ambitious: by the time the Los Angeles Olympics arrive in 2028, Rival aims to be a recognizable global force. For Daniel, this journey is personal. “You only get one shot,” he said. “We spared no expense because we want to make sure it’s perfect.” His words echo the heart of the brand: excellence shaped by intention.

Building for the Driven: A Brand Rooted in Human Aspiration

Rival is more than performance wear; it is a reflection of people who demand more from themselves and the world around them. Daniel and Anthony designed for those who move with purpose, strive for longevity, and value craftsmanship. Every stitch, fiber, and silhouette carries a sense of aspiration not just to perform, but to evolve. In blending luxury with athleticism, Rival honors the belief that excellence begins internally. As the brand prepares for its official launch, it carries the emotional weight of reinvention, discipline, and possibility. Rival steps into the market not only to dress a new generation of athletes, creatives, and leaders but to accompany them in the arenas they build within themselves.