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.

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.


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

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.

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:


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.

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.

Leadership takeaway: These aren’t side projects. They are reshaping brand positioning and purchase decisions.

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:

Leadership takeaway: It’s no longer about just selling products, it’s about connecting with how consumers live, shop, and discover brands.

Questions for Leadership Teams

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

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.

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