Luxury & streetwear collaborations reshape global sportswear industry

These collaborations maximise return on investment, increase brand exposure, and tap into new audience demographics, as per the report.

As part of this reshaping, sportswear brands are increasingly embracing inclusivity and representation, highlighting the empowerment of women in traditionally male-dominated sports and celebrating diverse communities, including Black, Indigenous, and people of colour (BIPOC) women. These efforts resonate with consumers who prioritise inclusivity, strengthening brand loyalty in the process.

While celebrities continue to hold significant influence as voices in the sportswear industry, partnerships with other voice types, such as owned and partner voices, are becoming increasingly prominent. Micro-influencers, in particular, are witnessing a significant rise in their influence.

On another front, sustainability is emerging as a critical focus for sportswear brands. Notable initiatives, such as Adidas' ‘End Plastic Waste’ and Nike's ‘Run for the Oceans’, have garnered considerable attention and engagement. However, there's room for growth in this area, as sustainability topics currently account for only 1 per cent of all sportswear-related MIV.

ALCHEMPro News Desk (DP)