PLAY SMARTER, NOT JUST HARDER
Let’s get one thing straight. The sporting goods game is still on – but the rules? They’ve changed. And while half the world’s still banging on about pickleball and padel, nearly a third of the global population hasn’t even got off the couch.
So, where does that leave brands? Caught between a fitness boom and a motivation bust. Between a shopper who’ll drop £300 on yoga gear and another who’s buying resistance bands from the supermarket. Between tech-laced trainers and barefoot running purists. Spoiler: both matter.
It’s messy. It’s unpredictable. And it’s ripe with opportunity.
Here’s your playbook.
1. People want more… or less. But not the middle.
In 2025, value is split right down the middle. Some shoppers are watching every penny. Others are happy to pay triple – as long as your kit earns it.
McKinsey calls it market polarisation. We call it the “buy-cheap or buy-bold” split. Either give people entry-level options that still perform, or premium gear that justifies the price. In-betweeners are getting ghosted.
What to do: Build products that prove their worth. Whether you’re saving money or saving the planet, the key is making your story clear, fast and genuine.
2. Challenger brands are eating the big dogs’ lunch
While the big names try to stretch across 25 categories, niche brands are laser-focused and stealing share. They’re speaking to specific people, solving specific needs and looking far more authentic doing it.
Want the best yoga mat for sweaty hands? The market’s got a brand for that. Looking for performance hijabs, pickleball paddles, or AI-enabled dumbbells? Same again.
What to do: If you’re big, stop pretending you can win on every pitch. Pick your category. Double down. Build trust and tech around it.
3. Wellness is out. Health is the new flex.
We’ve spent years selling “feel-good” vibes. Now consumers want to actually feel better. Mentally. Physically. Properly.
The shift from wellness to health is subtle but seismic. People want performance, longevity, strength and confidence – not just pastel yoga mats and mood-lifting playlists.
What to do: Build products that enable lifestyles, not just workouts. Link your kit to real-world health gains. And yes, actually work with gyms, apps and coaches – don’t just use them as backdrops in your ads.
4. Inactivity is the world’s biggest sports market
There are 1.8 billion inactive people globally. That’s not a typo. That’s a market so big it makes running shoes and protein bars look like niche fads.
So why are we still shouting at marathon runners instead of the people who haven’t moved since 2020?
What to do: Innovate for the inactive. Design products that remove friction. Create campaigns that welcome people in, not call them out. Think easy-on activewear, modest swimwear, or initiatives like ASICS’ The Desk Break that meet people where they are—at their desks, not the starting line.
5. Physical shops still matter. No, really.
Yes, online is convenient. But physical retail is still where the magic happens. Stores inspire. Staff influence. Try-ons convert. McKinsey puts it simply: “Rising e-commerce rates should not lead you to the false conclusion that it’s all about online.”
What to do: Make your in-store experience sing. Think beyond shelves and POS. Bring in sensory demos, expert advice and in-person community events. Then stitch it all seamlessly to your digital ecosystem.
6. Sustainability’s having a breather – not a breakdown
Shoppers may be bargain-hunting right now, but don’t mistake that for apathy. Green credentials are still critical. They’ve just stopped being centre-stage for a minute while people pay the gas bill.
In short, it’s not the time to ditch your sustainability goals. It’s the time to quietly get better at them.
What to do: Keep building recycled, circular, carbon-light products. The future will favour those who kept the green engine running when nobody was clapping.
7. Innovation isn’t just sexy – it’s survival
Innovation budgets are often the first to be trimmed in tough times. That’s a mistake. Because the winners of 2026 will be the ones who kept prototyping in 2025.
Challenger brands are outrunning the big names by focusing on function, fit, and smart materials. Not gimmicks – gains.
What to do: Ask yourself, honestly – do your products outperform the rest? If not, fix it. Then show your receipts.
8. Outdoor and social sports aren’t rivals – they’re running mates
Outdoor sports are still booming. But so are social ones. People want both. Solo hikes with a podcast on Monday, and padel with mates on Friday. The brands doing best are the ones that don’t make consumers choose.
What to do: Build hybrid-friendly gear. Design for movement, connection and versatility. Then market to both sides of the lifestyle – the introverts and the extroverts.
Final whistle thoughts:
Let’s cut the fluff. If you’re a brand in the sporting goods space right now, you need to be:
Bolder in innovation
Sharper in positioning
Smarter in sustainability
Closer to real people – not just high-performers
And for the love of sport, stop treating marketing like a protein shake. One size doesn’t fit all.
This isn’t about playing harder. It’s about playing smarter. So, ready to step up?
We’ve got strategies, sweatbands and a suspicious amount of ideas.
Let’s play!
Sources: McKinsey & Company. What the Latest Trends in Sporting Goods Mean for Brands (July 2025). Market Research Future. Sporting Goods Market Size and Forecast (2023–2033). World Health Organization. WHO Guidelines on Physical Activity and Sedentary Behaviour. Statista. Smart Clothing Market Revenue Worldwide 2020–2030. McKinsey & Company. The State of the US Consumer. RunRepeat. Fitness Trends Report 2024. Pickleheads. Pickleball Growth and Participation Statistics (2024). McKinsey & Company. Future of Wellness Trends. Pickleheads. Pickleball Growth and Participation Statistics (2024). Adidas. End Plastic Waste Sustainability Campaign. Nike Inc. Impact Report and Circular Design Initiatives. Adidas - End Plastic Waste Sustainability Campaign. Hoka - True Fit Personalisation and Direct-to-Consumer Growth. Leafio AI - AI in Inventory and Retail Forecasting. Peloton - Investor Relations and Hardware-Software Ecosystem. Asics - The Desk Break Campaign. New Balance - Run Your Way Campaign.
