It seems like everyone is trying to dip their toe into the activewear game — andthere are plenty of good reasons to make that move. Allied Market researchestimates that activewear market value will reach $547 bn by 2024.Likewise, Euromonitor expects activewear sales to grow by 6,5 percent in 2021.Getting in on this kind of continuous growth is a hot opportunity for brands. However,activewear is a fairly comprehensive market, and although it’s still growing, itappears that supply has outpaced demand. Activewear is a highly saturatedmarket, with little differentiation in terms of products.One of the elements that differentiate the collections from one another is the techused and the marketing behind them. Sportswear giants Nike and Adidas are agood example. Adding to their marketing strategies, other opportunities tackledby the sportswear giants are investments in sustainable activewear and plus-size market and pregnancy segment. Finding the right message of differentiationis essential, especially in the activewear market.
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