After conducting an extensive amount of research, we realized how much of a negative impact the athleisure market is having on the cotton industry and our eyes were opened to all of the efforts people are making to try and combat this. The main goal of our research was to fix the negative impact the athleisure market has on the cotton industry by keeping track of the profitability of athleisure brands. By doing so, we looked at customer comments online through a variety of social media platforms. After completing our extensive research and administering an online survey, we concluded that the production of cotton and the cotton industry itself has a more positive influence on the retail industry as a whole than we ever considered, and we must do as much as we can to repair the damage that has been done to cotton’s image in the eyes of consumers.