1- quality: For example: I know that Nike pro leggings are dri-fit, cool (temperature-wise because of the thin fabric), fit well, wash countless times without stretching, aren't see-through.

2- ads and collaborations: how are they trying to come across. Are they talking down to me, or encouraging and inclusive? Who are they choosing as their brand ambassadors? I wrote this in a comment on this thread: I actually don't quite get why Adidas recently chose Karlie Kloss as their face. I mean I like both, but the collaboration is a bit odd.

3- Yes! I'm that person that needs to either color coordinate or brand coordinate... I still feel slightly uncomfortable wearing different brands in one outfit, and so very rarely buy anything with visible logos. It's sad, I know, but just makes me feel ready and put together.

4- Probably, I mean if it means people feel comfortable and look good at the time time, it's pretty ideal.

5- Since you said imagination is fine: Get to try out the outfit before buying it, in an athletic setting, so say a gym class or just a gym. I sometimes do lunges in-store when I try on leggings to see how the stretch is, or with shoes to see if they sit right around my ankle, and feel a little foolish doing it. But if I got to wear it before a workout, and then decide whether to buy or not (hygiene issues aside), it'd make for a different experience.

6- wrong representation: I don't want a "typical" model. I want to see fit people of all shapes, doing impressive things.

7- in most industries, personalisation is the key to getting clients to feel special. So perhaps keeping on file your preferences when it comes to what you like, and somehow making that work when I enter a store. For example, I hate girly colours in my workout outfits. They don't make me feel strong or empowered like the darker, more supposedly "masculine" colours. So to know that I can choose a specific design in a specific colour would be cool, rather than getting annoyed that a particular top has a great cut but comes only in bubblegum pink.

• Additional question, you wrote athletic wear marketing, so my only request on that front would be not to talk down to your customers, or try that negging/fake empowerment to make you feel good crap (Dove ads drive me nuts, not only because of the message: I don't need you to tell me how to feel as a woman, but because it's taking me as a stupid consumer who won't see beyond the literal message).

YES, female