Activewear brands are reaping the benefits of leveraging collaborations with streetwear and fashion brands. Streetwear is a rising industry with an estimated value of $309 billion, driven by a meteoric rise in popularity from 2017, when search volume of branded and unbranded streetwear terms grew by 157%.
The trend continues to grow, but at a much slower rate, as search volume slowed to 15% in 2018. Gartner L2’s Digital IQ Index: Activewear showcases how brands have elevated these collaborations within the brand site and on social media, generating traffic, engagement, and increased relevance.
Fila’s frequent collaborations with brands including Fendi, Palace, and Weekday brought the brand into the spotlight, contributing to an 82% increase in site traffic year over year. Similarly, Champion enjoyed a 36% increase in site traffic after collaborating with Supreme on a line of sweatshirts, and BIRKENSTOCK has generated momentum through footwear partnerships with Valentino and Rick Owens. BIRKENSTOCK introduces these collaborations through its 1774 product line. Paying tribute to the year the brand was founded, 1774 showcases “new interpretations of iconic BIRKENSTOCK designs” and is visible in the brand’s primary navigation.
These exclusive products include limited-edition boots and sandals priced over $500, and the brand has created a premium browsing experience for the 1774 product line that is completely distinct from the rest of the BIRKENSTOCK site. Relying on autoplay video, custom side-panel product pages and a dedicated 1774 subhandle on Instagram, BIRKENSTOCK exemplifies how activewear brands, regardless of product category or brand age, are responding to customer expectations of newness and exclusivity.