Some people eat bad food, buy and use cheap low quality stuff because they're poor, don't have choices.
Unfortunately, it will cost them more.
Sam Vimes "Boots" theory of socioeconomic unfairness
And some people are just penny wise pound foolish.
If can't afford, I understand, thats why I'm glad there are schools that I can support have programs to provide nutritious breakfast to children who are on assistance.
The penny wise pound foolish, its borderline like a mental condition that grows worse over time, because when some people get older, they get more rigid in their thinking, so if they already have negative behaviours, these are reinforced in old age.
In other words, if someone in their 40s is living an unhealthy lifestyle (bad diet, lack of exercise, BMI >22.9 etc), In their 50s and 60s, they will become more rigid and unlikely to change. So important to acquire 'good habits' while still 'not old', so you will continue practising them when you are 50+, 60+, etc.
But back to stocks, we are talking about relatively affordable consumer discretionary like Nike here not Prada. My view is that athleisure is still a growth market - as countries grow wealthier, there is more free time to exercise

. Interestingly Hugo Boss is trying to break into this market and they sponsor some German athletes but they haven't made inroads because their prices are still too high...