Walk around the streets of many of New Zealand’s urban centres and you’re more than likely to see people on the streets, in stores and sometimes even on sports fields clad entirely in the latest activewear from the likes of Puma, Adidas or Nike. Viewed from a distance, it would be easy to mistake these individuals as veritable fitness freaks, doing the hard yards to get abs on abs. However, upon closer inspection, it quickly becomes apparent that activewear serves broader purposes than just exercising. In fact, as illustrated in a recent satirical video by content creators the Van Vuuren Bros, activewear is often used for purposes quite contrary to getting fitter.