In a significant shift within the retail landscape, budget-conscious fitness enthusiasts across the United Kingdom are increasingly bypassing premium sportswear boutiques in favour of the clothing aisles at their local supermarkets. A burgeoning trend, heavily documented on social media platform TikTok, sees shoppers celebrating high-quality, affordable 'dupes' from Tesco, Aldi, Asda, and Sainsbury's that bear a striking resemblance to coveted items from high-end brands like Alo, Gymshark, SKIMS, and Adanola.
The Rise of the Supermarket Active Range
Leading this charge is Tesco's F&F Active collection, a comprehensive range offering everything from waterproof running jackets and technical socks to yoga leggings and supportive sports bras. The designs frequently mirror those of far more expensive labels, providing a wallet-friendly alternative without a noticeable compromise on style or perceived quality. Savvy consumers have taken to platforms like TikTok to showcase their finds, proving that a hefty price tag is no longer a prerequisite for fashionable and functional gym wear.
Premium Brands vs. Supermarket Rivals
The comparisons are compelling. For instance, Manchester-based celebrity favourite Adanola sells a popular black-and-white water-repellent running jacket for £63. Tesco's F&F line offers a remarkably similar iteration for just £22.50, a saving of over 60%. TikTok users have noted the visual and functional parallels, with some stating the differences are barely discernible.
Similarly, American brand Alo, a go-to for models like Rosie Huntington-Whiteley and Kylie Jenner, markets high-waisted cycling shorts for nearly £90. Tesco's version, available in a comparable baby blue hue, comes in at a fraction of that cost. The trend extends to shapewear and basics, with Tesco also producing a more affordable version of SKIMS's signature £52 Cotton Jersey T-shirt, praised by users for replicating the original's waist-cinching properties.
Gymshark and Sustainable Style Get the Supermarket Treatment
British fitness giant Gymshark, credited with revolutionising gymwear aesthetics, is also in the crosshairs. F&F's latest collection includes a 'BBL-style' zip-front jacket that closely mimics one of Gymshark's most popular conditioning jackets, complete with a funnel collar and cinched waist. Discovered by TikTok user @ashleighmoneysaver, the supermarket alternative offers the same sleek look for a significantly lower price point.
Meanwhile, Asda's George brand is challenging the sustainable activewear market. It has introduced its own take on a pair of black leggings from London-based brand TALA, founded by influencer Grace Beverley. While TALA's DayFlex leggings retail for £59, Asda's George Gym Locker version offers a flattering wrap waist detail at a much more accessible price, bringing eco-conscious styling to a broader audience.
Why the Dupes Are Dominating
The appeal is multifaceted. Customers consistently praise the high-quality, butter-soft fabrics used in these supermarket lines, often highlighting that the materials are not see-through—a common complaint with cheaper activewear. The combination of style, functionality, and radical affordability is driving a fundamental change in shopping habits. As the cost of living remains a pressing concern, these supermarket collections provide a way for consumers to participate in fitness fashion trends without financial strain, turning everyday grocery trips into opportunities for savvy style discoveries.
