Fabletics started as an online activewear brand that used social media like interactive stories and YouTube to promote their products and get their name out, shipping over 1 million orders by January 2015. They have since expanded to 35 brick and mortar stores in the United States while maintaining over $300 million in annual revenue, helped by celebrity partners and brand ambassadors like Kate Hudson, Maddie Ziegler, Demi Lovato, and Tana Mongeau who promote the brand through their large social media followings.