Why 30% eCommerce Share Signals a New Era for Sportswear Brands

In 2024, the seven largest sportswear brands generated over $105 billion in revenue. Nike leads the pack, with Adidas, Puma, and Lululemon gaining ground across performance, lifestyle, and athleisure categories.

But it’s not just revenue that’s evolving. eCommerce now makes up 30% of global sportswear sales ($31.5bn), and that shift is reshaping how brands grow, connect, and compete.

This is more than a channel change. It signals a broader reset in how brands balance physical retail with digital engagement.

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1. Digital Commerce Is Driving Growth and Loyalty

eCommerce has evolved from a convenience feature to a critical driver of revenue, loyalty, and brand differentiation. Sportswear brands are using digital platforms to create tailored customer experiences, drive deeper engagement, and unlock faster feedback loops.

• ASICS has expanded its DTC strategy by investing in personalised online journeys, using tools like AI-fuelled shoe recommendations and fitness tracking integrations through the ASICS Runkeeper app.
• Reflo, a sustainable performancewear brand, leans into its digital-first model to reach eco-conscious consumers, using its site to communicate material transparency and product impact.
• Pangaia has grown rapidly through a content-rich eCommerce model, focusing on material innovation and DTC product storytelling.

Leadership takeaway: eCommerce is no longer a transactional tool. It’s a brand experience that helps build long-term customer relationships.

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2. Footwear Is Setting the Pace

Global forecasts show sports footwear growing at a 7% CAGR through 2028, outperforming apparel at 6%. This is being driven by a mix of casual wear demand, higher pricing power, and strong design innovation.

Brands like On Running and Hoka are building momentum by mixing performance with lifestyle appeal, tapping into both retro and technical trends.

Leadership takeaway: Growth is following where the consumer spends. Product strategies should reflect demand shifts, not legacy category splits.

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3. Physical Stores Still Matter, But the Role Is Changing

While digital is rising, 70% of sportswear sales still happen in-store. The difference now is that stores are part of a larger omnichannel journey.

Leading brands are investing in:

• Click and collect and same-day fulfilment
• In-store digital tools like AR try-ons
• Event-style store launches and exclusive product drops

Intersport Deutschland, Germany’s largest sports retailer, is expanding its physical presence by opening 100 new stores over the next six years, focusing on medium-sized cities, while integrating online and offline sales strategies .

Leadership takeaway: Omnichannel is no longer about presence in both spaces, but creating one connected experience across them.

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4. Women’s Sportswear and Sustainability Are Growth Catalysts

Performance and fashion continue to merge, particularly in the women’s segment. That, combined with consumer expectations for sustainable products, is creating major growth opportunities.

• Girlfriend Collective offers size-inclusive, sustainable athleisure wear made from recycled materials, appealing to environmentally conscious consumers .
• Mammut Sports Group has been recognised for its commitment to sustainability, including eliminating environmentally harmful substances from their supply chains and achieving carbon dioxide targets .
• Puma has been acknowledged for its comprehensive sustainability strategy and commitment to reducing carbon emissions and waste throughout its supply chain.
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Leadership takeaway: These aren’t side projects. They are reshaping brand positioning and purchase decisions.

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5. Implications for Consumer Brands in Adjacent Categories

Consumer brands outside of sportswear are also taking notice. The shift in how products are bought, worn, and shared is creating new opportunities to connect.

Smart moves include:

• Investing in mobile-first shopping and frictionless checkouts
• Collaborating with fitness and lifestyle influencers on co-branded product launches
• Expanding into APAC and women’s segments where growth is strong
• Building hybrid engagement models that mix in-store exclusives with digital drops
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Leadership takeaway: It’s no longer about just selling products, it’s about connecting with how consumers live, shop, and discover brands.

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Questions for Leadership Teams
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• Are we building eCommerce for growth or for efficiency?
• Where does our omnichannel strategy truly connect, and where does it compete with itself?
• Are we tracking where category growth is happening, not just what’s trending?
• How well are our teams structured to collaborate across physical and digital channels?

As consumer behaviour shifts, the most successful brands will be those that balance experience, accessibility, and innovation across every channel.

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At Virtua, we help sportswear, fashion, and consumer brands build the leadership and teams needed to thrive in this hybrid, high-growth market.

If you’re planning your next phase of growth, we’d love to support it.

Start a conversation

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