Onclusive study reveals the most visible sportswear brands in 2025

According to Onclusive’s “FR Special Sportswear Report 2025,” Nike, Adidas, and Skechers are the sportswear brands making the loudest noise across media and social networks. Athleisure’s unstoppable rise, celebrity tie-ins, and constant product drops are pushing the category far beyond pure sportswear — cementing it as a cultural force.

This dominance reflects the evolution of a sector where athleisure, sneaker culture, and collaborations with non-sporting celebrities drive visibility. Nike counts 15.1 million mentions on social networks, far ahead of Adidas (9.7 million) and Skechers (3.2 million). Nike’s leadership is driven by an omnichannel strategy, viral content, and over 300 social media profiles targeting sports and urban communities.

Celebrity-driven sportswear players

The athleisure segment, estimated to be worth $350 billion (€301 billion) by 2023, remains a key driver. Brands are leveraging this trend to develop “sport style” ranges through high-profile fashion collaborations. Adidas has partnered with Stella McCartney, while Puma relies on celebrity ambassadors to boost its visibility.

Material innovation is also reshaping the market, with brands combining performance and street aesthetics, rethinking retail spaces as lifestyle boutiques, and segmenting lines between sport and style.

Lifestyle influencers are overtaking athletes in visibility. South Korean singer Karina from Aespa (Nike) is the most cited ambassador on social media over the last three months (20.8%). She is followed by Jennie (Adidas) from K-Pop group Blackpink (17.3%), and American professional golfer Scottie Scheffler (Nike, 6.7%).

Major sporting events continue to drive exposure

The report highlights that sportswear consumption is now guided more by lifestyle and fashion than by performance. Over the past three months, one-third of all conversations focused on products, with sneakers leading the way (178,000 mentions), followed by fitness (122,000) and retro models (118,000). Tracksuits remain popular, worn as coordinated streetwear even in summer, while leggings hold their place as a pillar of women’s athleisure, supported by constant material and design innovation.

Major sporting events continue to fuel engagement. Adidas led the way during Women’s Euro 2025 with its F50 Sparkfusion, the first football boots designed specifically for women, and the “You Got This” campaign, supported by both iconic and emerging athletes. Lacoste leveraged the French Open through Novak Djokovic, generating more than 1,000 media mentions and 50 million interactions.

More discreet challengers on the rise

Onclusive notes that consumers now expect more than just products: they want brand stories, strong identities, and communities. The mix of athlete and celebrity ambassadors, personalization, and eco-responsibility will continue to shape the sector. Brands able to balance sports performance with cultural influence are expected to stay ahead in a market where emotion and visibility drive growth.

While Nike and Adidas hold the largest share of voice, challengers are gaining ground. Hoka reported a 28% revenue increase in 2024, while Asics is also rising. Skechers positions itself as a competitively priced alternative, thanks to models such as Memory Foam and Arch Fit, alongside unexpected collaborations with Snoop Dogg and Martha Stewart.