As the sportswear and athleisure markets continue to evolve, brands and retailers are presented with new opportunities to leverage changing consumer behaviour and emerging digital trends. Our latest Sportswear and Athleisurewear Ecommerce SEO Report offers crucial insights, giving brands a clear path to strengthen their online presence in this fast-growing sector.
In this post, we’ll explore key predictions for 2025 sportswear ecommerce from an SEO and content marketing perspective, and how brands can stay competitive in a rapidly shifting market.
1. Athleisurewear’s Growth is Unstoppable
In 2025, the UK sportswear industry is set to be one of the fastest growing sectors on the market, with revenues expected to hit £17.1bn at 4.5% CAGR, up from £13.8bn in 2020.
The explosive growth of sports and athleisurewear won’t be restricted to the UK, with the market projected to grow at a CAGR of 9.91% through to 2031, potentially reaching a staggering $725.55 billion. The rise of athleisure reflects a shift in consumer preferences, where comfort and functionality, in addition to aesthetics, are becoming the most desirable characteristics in everyday fashion.
So, what does this unstoppable growth mean for your ecommerce strategy in 2025 and beyond?
The growth in the market is great for your brand, but it also means your competitors (both direct and indirect) are going to be investing more in their marketing too. This makes the use of targeted SEO strategies more important than ever before, to ensure you actually reach your ideal audience segments.
This will require a significant time investment in:
- Buyer persona research and development to clearly define who your specific audience is, their challenges, goals and questions.
- Comprehensive keyword research to identify the most valuable search terms
- Developing a content strategy that answers those personas’ questions and serves their search intent.
When it comes to your content strategy specifically, you’ll want to focus on those long-tail keywords. Athleisure is a competitive sector, and you’re going to be competing with big brands for the keywords with the highest search volumes. This is a challenge even if you’re a huge brand yourself. Long-tail keywords, such as ‘best yoga pants for work and play’ or ‘comfortable travel-friendly athleisure outfits’, will be searched for less frequently but will be less competitive and easier to rank for. They’re also going to drive high-intent consumers that are in the market for specific products.
Your strategy will also need to cover ‘lifestyle’ content. Brands like Lululemon and Gymshark excel in blending product promotion with content that speaks to wellness, mindfulness and active living. Developing lifestyle-oriented content can help connect your brand with consumers on a deeper level, while also keeping it top of mind for when those consumers are in-market for your products.
Key takeaways:
- Use targeted SEO strategies to reach different audience segments
- Long-tail keywords will extend your reach and drive high-intent traffic
- Lifestyle content can help you connect at a deeper level with your audience
2. Personalisation is Key to Conversion
A recent study by Epsilon showed that 80% of consumers are more likely to purchase from brands offering personalised experiences. In the sportswear space, personalised recommendations will continue to be a game-changer in driving engagement and conversions over the next year, but how to offer those experiences is the challenge for your brand.
Artificial intelligence can play a key role here, and AI is already being used to track user behaviour and provide tailored shopping suggestions. Nike’s ‘Nike By You’ feature, which allows customers to personalise their footwear, is a great example of how brands can enhance the shopping experience with personalisation.
Integrating personalisation into site search can also improve user experience. Predictive search and autocomplete features based on previous interactions can help guide customers toward products that suit their style and needs, although these features are powered by cookies and therefore require permission from the user to work.
A more low-tech solution to delivering personalised experiences is with targeted email campaigns. Personalised email marketing can be highly effective at driving better open rates, click-through rates and conversions. For example, Adidas sends personalised workout tips, product suggestions based on past purchases, and exclusive early access offers to keep customers engaged. Your target audience is receiving dozens of marketing emails every day, most of which go unread, which means you have to find ways to stand out from the crowd—personalising your offering with content they’re actually interested in is a great way to do this.
Key takeaways:
- Personalisation is key to standing out in a crowded and competitive marketplace.
- AI and predictive search is already being used by brands to deliver personalised shopping experiences.
- Targeted email campaigns are a great way to start delivering personalised messaging, without the need to implement more complex systems or tech.
3. Sustainability and Ethical practices continue to matter to consumers
Sustainability is becoming a make-or-break factor for consumers, especially in the sportswear industry. McKinsey’s 2023 report found that 67% of consumers now consider sustainability when making a purchase, particularly Gen Z and Millennials, who are leading the charge for eco-friendly shopping.
With this in mind, if you’re a brand that prioritises sustainability, you need to make sure you’re making that clear to the user. Optimising for keywords like ‘sustainable sportswear’ or ‘eco-friendly athleisure brands’ will help capture the growing interest from consumers seeking eco-conscious products.
Consumers are also increasingly looking for brands that are open about their sourcing and production practices. Patagonia sets a great example with its ‘Worn Wear’ initiative, providing transparency on how every product is made.
You can take advantage of this trend by building this sustainability-focused educational content into your content marketing plans. Write blog posts, website pages, social media content and videos that put your environmental commitments front and centre, as well as the steps you might be taking to improve your supplier’s labour practices.
Key takeaways:
- Create content that showcases your commitment to the environment and fair labour practices.
- Your customers care about sustainability, and will vote with their wallets if they don’t think your brand aligns with their values.
4. The Omnichannel Experience becomes essential
TToday’s shoppers expect a seamless experience across multiple channels. In fact, 73% of consumers use multiple platforms during their shopping journey, according to Harvard Business Review. With social commerce on the rise, this trend will only become more prominent as we move into 2025.
Brands need to ensure their physical stores, ecommerce sites and social media platforms are integrated to provide a cohesive experience. For example, Nike’s mobile app syncs with in-store and online shopping, offering conveniences like click-and-collect and inventory checks.
Coordinated content across platforms enhances the consumer experience. For instance, promoting an in-store event through email, social media, and the website can increase both online and offline engagement.
Key takeaways:
- Almost three-quarters of consumers use multiple platforms during the buyer’s journey.
- You need to ensure the different touchpoints in that journey are integrated into a cohesive experience.
- Coordinate your content across platforms to enhance consumer experiences.
The sportswear and athleisure markets are rapidly changing, and staying ahead requires adopting innovative ecommerce strategies and content marketing approaches. Personalisation, sustainability and omnichannel experiences will be the driving forces behind successful brand growth in the coming years.
For more in-depth insights, industry trends and data, check out the full Sportswear and Athleisurewear Ecommerce SEO Report.
