What Have Some Sportswear Brands Done To Become So Popular?

Just as with all other industries, creating a brand that resonates with people doesn’t just fall into place for sportswear companies; it requires a lot of creative forethought, plenty of market research and a deep understanding of the target audience.

Ultimately, sportswear brands have to put a lot of work in to become successful, and even more so to remain enduringly popular, as some of the top sportswear brands like Nike, Adidas, Under Armour and Gymshark have managed to do.  

Let’s take a closer look at some of the most popular sportswear brands globally:

Nike – founded back in 1964, Nike has sponsored top athletes, invested in high-profile marketing campaigns, and created a range of products that can be used and worn by a variety athletes, sportspeople and the public in general; all to help it build up the strong brand image it still boasts today.

Adidas – established some years before Nike in 1949, Adidas is another brand with a strong global presence that has had a number of successful marketing partnerships with sports teams, athletes and celebrities. Now promoting eco-friendly sportswear, the brand uses sustainable fabrics.

Under Armour – founded as recently as 1996, the brand produces apparel that focuses on performance, and it has been a significant player in the sponsorship of several professional athletes, particularly in the field of boxing.

Gymshark – having gained a huge following among fitness fanatics and gym-goers alike, Gymshark was established in 2012; building their brand around activewear for the fitness community. With their brilliant social media campaigns featuring athletes and influencers from the world of fitness, their customer-centric approach has enabled them to be disruptive in the traditional market for sportswear, and build up a base of loyal customers and supporters.

So, what do these successful brands have in common?

Below are a number of elements that have significantly contributed to the popularity and growth of successful brands within the sporting industry:

• Strong brand identity

Resonating with their own target audiences, each brand has an identity that is crystal clear and highly distinctive, and which is illustrated perfectly in their logos, messaging style, slogans and overall image. When combined, these factors help them stand head and shoulders above their competitors in the sportswear market.

• High quality products

With the products they produce renowned for their quality and value for money, they are able to meet the exacting demands and expectations of their loyal customer base.

• Effective marketing and endorsements

Popular sportswear companies build up awareness around their brands and make meaningful connections with their target audience, by leveraging marketing and a range of endorsements effectively. Their brands are developed in such a way that they are always concentrating on attracting new customers.

• Community engagement

By engaging in meaningful ways with their customers, popular sportswear brands are able to build up a strong sense of community; reinforcing the brand’s power through hosting events and other such means.

• Adaptability and agility

The most popular sports clothing brands are able to adapt and remain flexible to the changing needs of their customers and market trends. Quick to respond to change and embrace it, they invest their money in the latest technologies to stay one step ahead of the game (pun intended!).

Many sportswear brands have come and gone over the years, while others are still in existence but are nowhere near as popular as the big brands. The factors listed above are sure to play a part in the rise and/or downfall of such brands, and only by working hard to please their existing customers while constantly seeking to attract new ones, can they ever expect to be as enduringly popular as the big brands in sportswear.