PurposeThe purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA.Design/methodology/approachA total of 50 female participants aged 41‐65 were asked to view two print advertisements: one showing activewear apparel worn by a cognitive‐age model and the other by a chronological‐age model. Participants then responded to a four‐part questionnaire that included a measurement of cognitive age, physical activity, response to the advertisements, and purchase intent.FindingsThe responses indicated that the participants view themselves as younger than their chronological age and were more inclined to respond favorably toward the advertisement using the cognitive age model.Research limitations/implicationsAlthough this study focuses on only one consumer group – US baby boomers – it reveals their current attitudes toward advertisements of activewear apparel as well as their motivations for purchasing activewear apparel. More research on this age demographic and the impact of cognitive age vs. chronological age on their perceptions of advertising is needed.Originality/valueCurrently one of the largest age demographics in the USA, baby boomers are known for having higher amounts of disposable income as compared to other age cohorts and for their interest in physical fitness and leading active lifestyles. The results of this study point to the need to understand the age‐related perceptions of this consumer group in order to successfully market activewear apparel products directly to them.