Jeans are dead. Well, not dead exactly, but their popularity has now been eclipsed by active wear.

(That’s tracksuits and the like to you and me.)

Yes, indeed, Athleisure sales are booming. Nike and Adidas lead globally, but Under Armour’s rocketing US sales are beating Adidas’s  turnover in the US.

( Under Armour grew by 30.5% last year, compared to Nike’s 11% growth and Adidas’s 4.9% growth.)

Meanwhile, Boston-based Under Armour’s E commerce sales are at 10%, whilst Nike’s and Adidas make up just  3% of their overall sales.

But all that is changing. The Big Three are jostling for position as the leading fitness technology company.

Under Armour started this arms race. They spent $700m buying Apps MapMy Fitness, My Fitness Pal and EndoMondo, then smoothed them together under the banner Record Platform. It’s a top 30 health and fitness app in the US.

In March this year Nike followed suit, by announcing plans to consolidate its most popular apps and throw in some functionality like in-app commerce.

Need social media training? Email Furthr now

Posted in: Digital Training, Infographic of the day