Brands Featured

  • jdsports.co.uk
  • sportsdirect.com
  • zalando.co.uk
  • gymshark.com
  • lululemon.co.uk
  • footasylum.com
  • mandmdirect.com
  • prodirectsoccer.com
  • sweatybetty.com
  • lovellsoccer.co.uk
  • kitbag.com
  • urbancelebrity.com
  • scottsmenswear.com
  • sportsshoes.com
  • lifestylesports.com
  • dwsports.com
  • startfitness.co.uk
  • ryderwear.co.uk
  • prodirectrunning.com
  • runnersneed.com
  • usc.co.uk
  • privatesportshop.co.uk
  • lornajane.co.uk
  • pursuefitness.co.uk
  • sportpursuit.com
  • physiqapparel.com
  • vqfit.com
  • decathlon.co.uk
  • barringtonsports.com
  • oneathletic.com
  • gymwear.co.uk
  • greavessports.com
  • newitts.com
  • directsoccer.co.uk
  • anaxfitness.com
  • urbangymwear.co.uk
  • lillywhites.com
  • unisportstore.com
  • sportswarehouse.co.uk
  • sportshop.com
  • abcsports.co.uk
  • morrant.com
  • daviessports.co.uk
  • maudesport.com
  • tlcsport.co.uk
  • prodirectsport.com
  • directsportseshop.co.uk
  • aa-sports.co.uk
  • vypexapparel.com
  • gymproapparel.com
  • activinstinct.co.uk
  • therunningoutlet.co.uk
  • tca.fit
  • romanceusa.com

Show More Brands

What to expect inside

  • 2020 Sportswear market report front cover
  • 2020 Sportswear market report organic visibility change
  • 2020 Sportswear market report winners & losers table

Latest insights

  • sportsdirect.com has the best Brand Reach Score in the industry
  • gymshark.com has a high domain authority in comparison to their organic visibility
  • Sites that have grown considerably in SEO visibility YOY are: zalando.co.uk, mandmdirect.com and prodirectsoccer.com
  • Sites that have lost visibility in the last year and have seen little to no online growth are: decathlon.co.uk & sportsdirect.com

10 minutes Reading time

20 pages Length

Updated March 2020

The biggest market trends in sportswear in 2020...

In this variation of our sector reports, we look into the sportswear industry to see who’s running the best marketing strategy. Inside, you’ll discover who’s been sprinting forward with their SEO and who’s being left behind in the dust.

We run over important metrics which determine the success of your marketing campaigns, including online visibility, page speed, and keyword competition. We also dive into rarer measurements which you’ll struggle to find in other reports, such as social score, brand reputation, and brand reach score.

If you’re a sportswear brand and are looking to score a few more points on the SERPs, this report could be your shortcut. You’ll get instant insight into how your competitors are getting impressive positions and how you can replicate their strategy.

Download the report now and see where you can improve your SEO and broader marketing strategy today.

Why Is This Report Relevant To Online Sportswear Brands?

This report examines the sports apparel industry and provides invaluable statistics and analysis on how your competitors, and possibly yourself, are performing. Whether you’re a newcomer to digital marketing or understand the intricacies behind it, this report is important as it gives a close look into how the main 50 players in the market are performing on important metrics such as page speed, SEO visibility, brand reach and more. Unsure what these terms mean? Our glossary is your cheat sheet. For any further enquiries or questions, get in touch with our team.

The winners and losers in the online sportswear industry

The sportswear market is looking rather sporadic with companies experiencing visibility fluctuations left and right. In fact, it’s the large sportswear brands like Sports Direct and JD Sports which have seen the biggest decreases. Smaller brands, however, are getting noticeable boosts.

As a general figure, the activewear market has seen a decrease of -4%. Even with all the positive rises in visibility, clearly this market needs to check their SEO efforts…

Download this report now to get exclusive insight into both yours and your competitor’s brand and how you can capitalise on the SERPs for the months to come.

Which are the biggest online sportswear retailers in 2020?

Here is a quick rundown of the top 10 sites:

  1. sportsdirect.com
  2. zalando.co.uk
  3. mandmdirect.com
  4. jdsports.co.uk
  5. decathlon.co.uk
  6. usc.co.uk
  7. prodirectsoccer.com
  8. footasylum.com
  9. scottsmenswear.com
  10. kitbag.com

Which online sportswear retailers have seen the biggest growth in 2020?

  1. zalando.co.uk (17%)
  2. mandmdirect.com (9%)
  3. prodirectsoccer.com (18%)
  4. footasylum.com (26%)
  5. directsportseshop.co.uk (447%)

Which online sportswear retailers have seen the biggest losses in 2020?

  1. decathlon.co.uk (-26%)
  2. sportsdirect.com (-8%)
  3. usc.co.uk (-20%)
  4. jdsports.co.uk (-9%)
  5. scottsmenswear.com (-23%)

Keyword opportunity for online sportswear retailers

Everyone is into sport in some way or another – it’s an incredibly versatile and longstanding industry. For this reason, competition on the SERPs is fierce, especially for a number of keywords which are being searched as much as 12,000 times a month!

For the most competitive term in the sports apparel industry – women’s running shoes – the big dogs take the top spots. Sports Direct and JD Sports can be seen right off the bat, taking both position 1 and position 2 on the SERPs. Other large online brands, such as M and M  Direct, take position 3. Congrats to these brands, you’re absolutely smashing it.

‘Mens tracksuit sale’ comes in as the second most competitive keyword according to our analysis. Here, a different pattern begins to emerge. Although Sports Direct is on the board, larger more generic brands are taking the hot spots. Asos and Boohoo are right near the top, taking positions 1 and 3. These brands are well-known for deals and sales, so it’s no surprise to see them in these sought-after placements.

There a lot of other highly competitive terms in our report that offer unique insight into how you rank against your competitors and what can be done to topple them.

As well as high competition, we also dive into the opportunities that are present which many brands are missing out on. When looking at the SERPs for these ‘opportunity keywords’, here are some of the methods you can use now to give you immediate impact.

Missed Categories – Missed Opportunities

Even when typing in the first opportunity keyword we found, tons of useful information comes up which can provide additional directions for both content and categories.

In regard to the best keyword opportunity, none of the big players in our reported showed up at the top. Lots of individual brands which were specific to that industry showed up. Sports Direct and JD Sports were nowhere to be seen.

If the leisurewear brands in this report are looking for an easy quick win, capitalising on these opportunity keywords and creating categories around them could prove to be very profitable. To put it into perspective, the search term which provided this unique information gets over 12K searches a month.

What impact could 12,000 extra visitors do for your business? How different would the bottom-line look?

Download our report to get this keyword instantly.

‘Top’ and ‘Best’ Posts for Effective Rankings

‘Top’ and ‘best’ posts are those large listicle posts which you often find on search queries with lower commercial intent. These searches are often of no value to businesses as they don’t result in revenue. However, with some of the keywords found in our report, leisurewear businesses could bring in more profits if they used more of this style of content.

For some of the keywords, big informational-style guides show up which have links through to certain products. These posts outrank PLP pages by a mile and are clearly satisfying the intent of the searcher.

Businesses and brands should aim to focus on creating listicle articles on their site in an effort to not only rank higher for high search volume keywords but to also satisfy the intent more effectively.

Online sportswear retailers and social networks

Social media is incredibly important in the current economic climate. Everyone and their nan are on social media and you can bet your ideal customer is using it as well. Activewear businesses who are yet to take advantage of the lucrative nature of social are asking to be left behind and they’ll suffer at the hands of savvy brands who know the best ways in which to engage and convert their audience.

However, with our reports and competitive insight, you can see who the best social brands are in the sportswear industry and get access to the techniques they’re using to bring in more revenue. Additionally, we also reveal brand mentions, so you can see who’s getting searched the most on brand-related terms.

The top social performer in the sports apprel industry is Gym Shark which has a total follow count of close to 16 million across several social platforms. They also now get around half a million brand searches a month.

Gym Shark has catapulted into the sportswear industry because of their excellent use of social media. In fact, they often comment that without social, they may have struggled to penetrate the market. Their socials are fantastic and they’re an excellent example of influencer marketing. They sponsor and partner with fitness influencers, who promote their products and get them out to the world.

If you’re after expert tips, check out their profiles. No one does it better than them.

The Largest Brand but the Lowest Score – A Note on Sports Direct

Sports Direct is a monster retail shop which sells discounted sporting goods. Despite having the largest number of brand mentions and being a well-known company, our analysis revealed them to have one of the lowest review scores in the industry.

Sports Direct has a total Trust Pilot review score of 1.5 across 6,350 reviews. Compare that to Pro Direct Soccer and Decathlon, who have scores of 4.5+ with over 23K reviews, and you can begin to see a problem.

Sports Direct need to start addressing this issue and not only make sure they’re getting reviews but making sure they’re positive. People look at these reviews before shopping and if they notice a low score, they may choose to shop with your competitor.

To see where you stand in terms of reputation, download our report now.

Which online sportswear retailers have the fastest page speed?

Page speed is a silent killer of a lot of websites. You can have the best-looking homepage with the most efficient customer journey and still suffer at the hands of a slow rendering site.

Google states page speed is a factor when considering your rank on their search engine and it is a determining factor of whether or not a potential customer will stay or bounce. Therefore, making sure your site as speedy as possible is key.

Because of this, our report takes a look into page speed to see who is performing the best in the sportswear marketplace.

Here’s what PageSpeed Insights identified as the top 5 fastest sportswear brands:

  1. newitts.com
  2. daviessports.co.uk
  3. lillywhites.com
  4. zalando.co.uk
  5. vypexapparel.com

Read more about the importance of page speed here.

Is this report free or do I have to pay?

We don’t charge for these reports. All you need to do is fill out the form above and your report will be available instantly.

I can’t find my brand in your report, where is it?

We have a number of thresholds that need to be met when finding brands to analyse for our reports. If your brand is not present, please get in contact and let us know. We can create a personalised report send it to you asap.

If you want know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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