With the increasing visibility of activewear and athleisure brands in everyday life comes an expansion of these brands’ Earned Media Value (EMV) footprint. But what factors have led to this growing market share online? In order to determine how the leading brands in the space are driving momentum, Tribe Dynamics analyzed content from top activewear and athleisure brands, assessing which communities and influencer marketing strategies have worked in this unique vertical.
In this report, we tracked the top EMV-generating posts and content creators from January to August 2019 for 12 prominent, high-growth activewear and athleisure brands. We then categorized these creators based on their social media bios, professional experience, and posting patterns. This determined how fitness- or lifestyle-oriented each brand in the analysis was, which often reflected that brand’s identity and mission statement.
We also delved into how these brands assembled their communities in the first place, highlighting signature initiatives and partnerships from the activewear and athleisure space. Examples include:
- Ryderwear’s collaboration with bodybuilder Kai Greene (@kaigreene on Instagram)
- Athleta’s work with Olympic sprinter Allyson Felix (@af85) on its female empowerment-focused #PowerOfShe campaign.
- SETactive’s and Alo Yoga’s campaigns featuring pre-existing communities, especially Gen Z and yoga-focused influencers.
To learn the influencer marketing strategies specific to this popular, rapidly evolving space—and what your brand can do to stand out—fill out the form to download Tribe Dynamics’ Guide to Influencer Marketing for Activewear and Athleisure.