From Surf to Swim: How Specialized Activewear Brands Are Winning in Q3 2024

The Insights Behind the Activewear Brands Ranking

The value generated by the Paris 2024 Olympics is unmatched, driving a staggering $12.9B in Media Impact Value® (MIV®) in under a month. This worldwide event highlighted a key marketing tactic for brands: athlete endorsement. Following the Olympics, athletes have been spotted at major fashion moments from Milan to New York Fashion Week, but this is nothing new for specialized water sports brands where athletes have always been at the heart of their identity. So, how are they evolving their strategies to stay relevant in a constantly shifting global market?

For activewear brands, marketing strategies must strike a balance between bold and precise—appealing to both elite athletes and aspirational sports enthusiasts. While the Olympics significantly boosted visibility to water sports, brands now face the challenge of sustaining momentum by identifying the most impactful Voices and leveraging them for continued growth. 

These brands don’t just provide high-performance gear; they cultivate a sense of community and identity within their respective sports. In a space where performance and lifestyle intersect, brands are using their authenticity and deep-rooted connection to water sports culture to drive growth worldwide. At Launchmetrics, we’ve analyzed the performance of five specialized sportswear brands during Q3 2024 to reveal their key strategies.

• An Owned Media strategy that authentically reflects the brand’s core values is essential for cultivating long-term loyalty. Billabong's success is a testament to this approach, generating $2.5M in MIV through strategic use of its Owned Media Voice. By showcasing surfers and brand ambassadors riding waves while wearing Billabong gear, the brand connects deeply with its audience. This content not only reinforces Billabong’s heritage in surf culture but also promotes eco-conscious innovations, such as the Upcycler Wetsuits and Cylinders Airlite board shorts, which align with the growing consumer demand for sustainability.
• Signature events can significantly boost brand visibility by engaging strategic partners and ambassadors. September Quiksilver’s Festival, held in partnership with Swatch, generated $81.2K in MIV through Swatch’s channels. Meanwhile, athletes like Kauli Vaast contributed $100K in MIV for the brand, underscoring how well-crafted partnerships elevate both product awareness and brand values.
• Athlete endorsements continue to drive brand visibility, both in and outside the Olympics. Canadian high diver Molly Carlson generated $751K in MIV for Speedo through competitive achievements and engaging content, with the brand even designing a custom swimsuit for her. Similarly, Olympic swimmer Emma McKeon contributed $197K in MIV, with placements spanning from a Vogue Australia campaign to her Olympic coverage. TYR also leveraged Olympic star Katie Ledecky, who brought in $432K in MIV through her accomplishments and brand sponsorship.

As we reach the end of the year, water sportswear brands must assess the strategies that drove their 2024 success. Athlete endorsements, events and partnerships are key, but sustained growth depends on data insights and competitive benchmarking. By benchmarking and refining strategies, brands can stay relevant, expand their reach, and connect with both athletes and lifestyle consumers—paving the way for success in 2025.