Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
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10 minutes
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Brands ranked
Updated March 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
Our annual industry report creates the league table for online performance in the sportswear market, making it easy for you to see who the winners and losers were over the last 12 months.
What goes into the report? Great question. It’s based on essential metrics, such as visibility, page speed, and keyword opportunity, as well as social scores that we create by gathering data around social media reach, reviews, and interest.
We’ll go over the headlines, but if you want the full 2024 picture, simply download the report for free with the form above.
Who Is Head of The Pack In The UK Sportswear Market?
When it comes to online visibility, here are the top 5 brands:
1. sportsdirect.com
2. nike.com
3. jdsports.co.uk
4. adidas.co.uk
5. newbalance.co.uk
But who has grown the most year-on-year?
1. sportsdirect.com (+20%)
2. nike.com (+12%)
3. jdsports.co.uk (+13%)
4. adidas.co.uk (+9%)
5. uk.gymshark.com (+49%)
As we can see, there are some massive improvements this year, proving that hard work does pay off.
Which Sportswear Brands Are Falling Behind?
Not everyone came out of the last 12 months better off, so who lost the most visibility?
1. thenorthface.co.uk (-17%)
2. asics.com (-7%)
3. speedo.com (-34%)
4. lululemon.com (-47%)
5. sweatybetty.com (-14%)
Overall, the losses were nowhere near as severe as the gains, so it was a pretty solid year across the board. We don't doubt these brands can pump up their SEO fundamentals for some big gains next year.
Trending Sportswear Brands
Just like products, brands also go through trend highs and lows. Here are the brands whose searches have increased the most:
1. Adidas (+15%)
2. Decathlon (+14%)
3. Lululemon (+15%)
4. Adanola (+72%)
5. Asics (+109%)
Best Reviewed Sportswear Brand
Reviews are more important than ever when it comes to the online shopping space. You want to show users that you're trustworthy by being upfront about what they can expect. We look at number of reviews and average ratings to score our most reputable sportswear brands.
1. sportsshoes.com
2. prodirectsport.com
3. mandmdirect.com
4. footasylum.com
5. sportpursuit.com
Sportswear Brands with The Best Social Score
The social score is our own creation that takes metrics like followers and engagement across all major social platforms. This reflects not just the following size but how active the brand is on social media, how interactive the followers are, and how much investment goes into brand social media.
1. nike.com
2. adidas.co.uk
3. converse.com
4. vans.co.uk
5. puma.com
Although the larger brands may take the top spots in this round, that doesn't mean that your social score isn't important, or not doing a good job. If you're not sure how to get social media engagement up, we can help with brand reach by increasing SEO visibility and digital PR to bag those all-important backlinks – get in touch to talk it through.
Is My Brand in The Report?
There's only one way to find out – download it for free! Our industry report includes the top 50 brands competing in the online space, so every year, there's a chance for brands to enter the rankings or drop off the table entirely.
If you don't see your brand on this year's report, don't worry, we can still help. Get in touch for a free SEO audit from our team that will uncover your performance and tell you where strengths and weaknesses. Yes, completely free.
