Brands, retailers and investors are betting on trail running, the fast-growing endurance sport, to become activewear’s next big category.

Buoyed by recent collaborations with classic American brands, the cult menswear label is finding new audiences and setting sail beyond its home turf.

BoF talks to senior and entry-level designers at Gap Inc. to learn about the Design Apprenticeship Program and its career development opportunities for underrepresented talent across the company’s brand roster: Gap, Athleta, Banana Republic and Old Navy.

The additional items are a way to woo new consumers to subscribe to the monthly service even as inflation bites. “The customer is more cost-conscious than she’s ever been before,” Rent the Runway chief executive officer Jennifer Hyman said.