Sportswear Ranking: How Brands Can Sustain Momentum in a Booming Market

The Insights Behind the Sportswear Ranking

The excitement surrounding the Olympics ignited the inner sports fan in all of us, boosting visibility for sportswear brands by giving enthusiasts the chance to feel like athletes themselves. However, the enthusiasm extends beyond this event, as wellness trends continue to grow. McKinsey reports that the global wellness market is now valued at $1.8 trillion, with 56% of US Gen Z consumers considering fitness a very high priority.

A key takeaway from Launchmetrics' report, which explored the influence of Gen Z on fashion, also highlights that this demographic's appetite for comfort and ease remains strong, underscoring the continued success of sportswear brands. While the Olympics spurred conversations, these brands have been building momentum and crafting their strategies throughout the first half of the year to stay competitive.

Brands like Athleta can inspire consumers to feel like they can be the next Simone Biles; but without effective strategies, communicated through the right channels and Voices, the message may be lost. Understanding the best practices of S1 is crucial to maintain momentum in the latter half of the year, especially after the Olympic buzz subsides. We have benchmarked the performance of five premium sportswear brands during S1 2024, revealing the key insights driving their success.

• Influencers, as brand advocates, are powerful drivers of performance, authentically embodying the brand’s values and connecting with like-minded audiences. SPANX has excelled in overall influencer marketing, driving $14.3M in Media Impact Value® (MIV®) primarily through Instagram, YouTube and TikTok, with the latter  showing the most substantial growth. The influence of this Voice is significantly amplified when it is personified by the very individuals who embody the brand’s ethos. SPANX founder Sara Blakely exemplifies this, generating $502K in Media Impact Value® (MIV®) through authentic content that seamlessly integrates SPANX into her daily life. Her relatable approach not only strengthens the brand’s narrative but also empowers women, reinforcing the authenticity that drives consumer trust.  
• Celebrity partnerships are essential for driving visibility in the sportswear sector, but their effectiveness relies on mutual engagement and consistency. Athleta’s long-standing collaboration with singer Alicia Keys is a prime example; her promotions across channels generated $1.2M in MIV from 13 placements. Similarly, Simone Biles, a brand ambassador and the face of Athleta’s “Power of She” campaign, contributed $792K in MIV through 10 placements consistently posted throughout the year.
• Cohesive and ongoing brand partnerships boost performance by expanding reach and increasing awareness, with shared values being crucial for truly resonating with consumers. The Alpine F1 team generated $365K in MIV for Kappa as the brand is the official designer partner, providing team and fanwear. In the wellness space, Rare Beauty contributed $249K in MIV to Beyond Yoga as the brand is a key partner to Rare Beauty virtual comfort hub which promotes wellness practices for its community.
• Owned media is a quick win and a strategic asset for engaging and expanding one’s community, especially when leveraged on platforms like Instagram and TikTok. Oceansapart excelled in this area, generating $2.5M in MIV across its channels. The brand’s strategy of maintaining different accounts for key markets also allows it to connect locally with diverse audiences. The best-performing placements were on TikTok where relatable, fun and light-hearted video content resonated strongly with viewers.

Beyond major sportswear events, brands must strategically plan year-round to drive awareness both at a local and global scale. Success is rooted in authenticity and a marketing strategy aligned with the brand’s core values and communicated through the relevant channels and Voices. Insights from the first half of 2024 offer a roadmap for maintaining momentum and keep resonating with consumers in a highly competitive landscape. Analyzing past performance is crucial for refining strategies and finishing the year as a top brand. Discover where your brand stands and boost your results!