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Global sportswear sees shake-up in 2026 as new brands challenge giants

In what Consumer Edge calls a “tale of two tiers,” there is a clear bifurcation among the brands that are gaining momentum and seeing strong sales growth, and the companies which are struggling to drum up demand for its shoes and apparels that have fallen out of fashion and have been on the back of retail shelf spaces in recent years.

According to data shared by Consumer Edge with Fibre*Fashion, the activewear challengers are winning. The data showed that Alo Yoga, Oner Active, Halara, Beyond Yoga, Varley, and Vuori are posting strong double-digit-to-triple-digit year-over-year spend growth as of March **.