How Sportswear Brands Connect With Communities: Leveraging Athletes, Trainers & Creators to Fuel Growth
In sportswear, community marketing isn’t optional—it’s strategic
In 2024, the sportswear market saw a 24% YoY growth in Media Impact Value® (MIV®). But in a thriving industry, product alone no longer defines success.
The brands leading today’s conversation are those building community-first strategies through shared values and partnerships with the Voices their audiences trust most.
What You’ll Find in This Sportswear Community Marketing Report
Chapter 1Overview: Community in Sportswear
Chapter 2The Voices Behind Sportswear Growth
Chapter 3Matching Influence with Impact: The Community Voices Matrix
Chapter 4The Community Fit Finder
Chapter 5Key Takeaways
INTRO
Building Community in Sportswear
From athletes and trainers to celebrities and creators, these Voices are powering the industry’s momentum—generating more than double the impact growth of any other Voice in sportswear. They are essential to connecting brands with today’s fragmented communities. So how are sportswear leaders choosing the right ambassadors? And how are they activating them to drive performance and stay culturally relevant?
In this report you’ll learn:
- Why athletes, trainers and creators are key to drive growth and community engagement
- Which mix of Voices drives value across key sportswear segments: Lifestyle, Athleisure, Outdoors and Sport-Specific
- The six Voice archetypes shaping brand narratives and building loyalty—through real-world case studies from leaders like Nike, HOKA, Lululemon and New Balance, with exclusive commentary and analysis from journalist and consultant Daniel-Yaw Miller
- A framework for action—designed for brands of any size to build a community-first strategy using the Voices that matter most