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In a market where consumers are switching allegiances faster than ever, brand loyalty is no longer a given. According to McKinsey, more than one-third of consumers in developed markets have tried a different brand in the past year, and nearly 40 percent have switched retailers in search of better value. For leaders in the sportswear and outdoor industries, the question is no longer “Are we growing?” but “Do they still care?”
Relevance has become the new brand equity. As digital touchpoints multiply and attention spans shrink, the brands making an impact are those rooted in more than just product and price. They create community, reflect culture, and build trust through purpose. And they are doing it by being both globally ambitious and locally aware.
So, who is doing this well, and what can others learn from them?
Walk into a Gymshark event and you are stepping into more than a branded space. It is a live expression of loyalty, built from years of social media engagement, athlete partnerships, and a laser-sharp focus on community. What started in a bedroom has become a £500 million brand, largely because of the relationships it nurtures.
Montirex, a homegrown British brand, is taking a similar path. With limited-edition drops and a strong visual identity rooted in street and outdoor culture, it has carved out a distinct space in the performancewear market. The brand engages directly with its audience, listening and reacting quickly across its digital channels.
UVU, still early in its journey, is proving that even small brands can build real communities by making customer voice a central part of product development. These brands are not relying on traditional marketing. They are building momentum from within.
If your brand communication feels one-directional, it might be time to ask who you are really talking to.
Patagonia has become the benchmark for purpose-driven branding, not just because of its sustainability commitments but because of how deeply they are woven into everything the company does. From product circularity to environmental activism, the message is always consistent.
Puma has made strides in this space too, featuring in the latest Laureus Sport for Good Index thanks to campaigns that champion inclusion and social impact. The brand is repositioning itself by aligning with cultural change, not just sporting events.
New Balance continues to stand out with its focus on domestic manufacturing, community investment, and storytelling that connects performance with values.
These brands are building trust because their actions match their messaging. The question is, does yours?
Today’s consumer wants a brand that understands their world. That is why localisation has become a key differentiator, even for the largest names in the business.
Adidas has expanded its regional teams, giving local markets the freedom to shape campaigns that reflect real cultural insight. This shift has paid off in growth across Asia and Latin America. Similarly, Lacoste is doubling down on the US, adapting both product and retail to suit regional expectations.
Emerging brands are also embracing this shift. Represent, known for its premium, sport-inspired collections, connects deeply with its audience by reflecting British youth culture while maintaining global appeal.
If your campaigns feel global by default, they might not feel relevant anywhere.
Traditional brand advertising is losing traction. Audiences trust real people, peer reviews, and lived experiences more than polished slogans.
Playa Society is a perfect case study. Built around empowering women in sport, the brand blends activism and product storytelling to spark conversations that matter. Their success comes not from scale, but from speaking directly to a community that feels seen.
This is where many brands fall short. They still treat marketing as a department, separate from product, community, and culture. But in today’s market, everything is marketing. Every social post, email, retail interaction, and product detail contributes to how your brand is perceived.
If your marketing still starts with a media buy rather than a conversation, it might be time to rethink the strategy.
Relevance is no longer something brands can assume. It must be earned daily through action, presence, and purpose. The brands that will thrive in 2025 and beyond are those that understand who their customers are, what they care about, and how to meet them with honesty and relevance.
In a world full of choice, consumers are loyal to the brands that stay close. If yours disappeared tomorrow, would they notice?
At Virtua, we help sportswear and outdoor brands build the leadership teams who shape cultural relevance, not just brand visibility. From community-led marketers to local market experts and ESG storytellers, we find the talent that helps your brand matter.
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