Gartner for Marketers Research

Gartner L2 Digital IQ Index May 8, 2019

Activewear US 2019

As consumer interest in wellness and experiences increases, activewear brands in the U.S. are able to tap into a broader base of potential shoppers. At the same time, the structural decline of wholesale partners has stunted the growth of the main distribution channels for most activewear Index brands. Amid these shifting dynamics, brands increasingly prioritize direct-to-consumer revenue growth, and the bar is rising quickly. More than omnichannel fulfillment, brands must also differentiate in-store services and aim to create genuine community. Beyond buzzy experiential pop-ups, brands must ensure enduring relevance and cohesiveness between channels. This year’s Index showcases activewear brands redesigning digital experiences around newness, prioritizing their women’s businesses and redefining loyalty.

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    Rankings

    69 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Nike

    Genius

    2

    adidas

    Genius

    3

    The North Face

    Genius

    4

    REI

    Gifted

    5

    Under Armour

    Gifted

    6

    Vans

    Gifted

    7

    lululemon athletica

    Gifted

    8

    Patagonia

    Gifted

    9

    Timberland

    Gifted

    10

    New Balance

    Gifted

    11

    Crocs

    Gifted

    12

    Carhartt

    Gifted

    12

    Reebok

    Gifted

    14

    Converse

    Gifted

    14

    Sperry

    Gifted

    16

    Merrell

    Gifted

    17

    Brooks

    Gifted

    17

    L.L.Bean

    Gifted

    19

    Asics

    Gifted

    19

    Eddie Bauer

    Gifted

    19

    Puma

    Gifted

    22

    Duluth Trading Co.

    Gifted

    23

    Burton

    Average

    23

    Columbia Sportswear

    Average

    23

    Oakley

    Average

    26

    Athleta

    Average

    27

    Chaco

    Average

    27

    Reef

    Average

    27

    TOMS

    Average

    30

    Billabong

    Average

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