Community Is The Next Competitive Edge In Sportswear

"If you want to understand culture today, don't look at nightclubs-look at runningclubs. According to Strava's December 2024 yearly report, Gen Zers are four times more likely to want to meet people through working out than at a bar. Additionally, nearly 1 in 5 of them even went on a date with someone they met through exercise. Fitness has become the new social arena where friendships form and communities take root."

"Put another way, consumers aren't just buying products; they're searching for their tribe-and they're looking to sportswear brands to help them find it. This is why investing in community is so crucial and why, I believe, the brands that do so now will be the ones that define the next era of sportswear. Why Traditional Levers Are Losing Power Once upon a time, it was enough to drop a new pair of trainers or enlist a big-name celebrity to front your campaign."

Gen Z increasingly meets people through fitness, with Strava reporting they are four times more likely to seek connections by working out and nearly one in five dating someone they met exercising. Fitness spaces have become primary social arenas where friendships form and communities take root. Sportswear functions as a social signal for identity, values and belonging. Brands that invest in community and cultural fluency gain sustained relevance beyond visibility. Traditional marketing levers like celebrity endorsements and traditional media have lost influence, while consumers seek authentic, relatable content and value alignment.

Read at Forbes