Sports Brands Report

The Most Popular Sports Fashion Brands in 2024

Sports brands are huge players in the global fashion landscape, as the popularity of “athleisure” has increased in recent years.

Activewear combines performance with lifestyle and appeals to a broad range of consumers. These brands have evolved from purely providing equipment and clothing for athletes to cultural symbols, influencing fashion, media and even social issues.

But which brands, influencers and trends are the most popular in 2024? The team at Genting Casino has delved into Google search data and social media numbers to find out. If you love the thrills and excitement of sports, then check out our casino games.

The World’s Most Popular Sports Brands

Most Popular Sports Brands

1. Nike - 9.95/10

Nike tops the list with an astounding 360.6 million annual searches. Its social media presence is equally impressive, boasting the highest Instagram following at 306 million and significant numbers on X and TikTok. This dominance across platforms gives it an almost perfect overall score of 9.95.

Perhaps the most recognisable sports brand in the world, Nike has become synonymous with innovation in athletic wear. Known for its "Just Do It" slogan and the iconic Swoosh logo, Nike offers a wide range of products, including footwear, apparel, and equipment.

2. Adidas - 9.75/10

Adidas secures the second spot with 203.8 million annual searches. While its Instagram following is considerably lower than Nike's at 28.6 million, Adidas has a strong presence on TikTok, contributing to its overall score of 9.75.

A longtime rival of Nike, Adidas is renowned for its quality and innovation. Originating from Germany, Adidas has a significant global presence. Its product range extends from footwear and apparel to accessories for various sports. The brand is also known for its classic designs, like the Superstar and Stan Smith shoes.

3. Puma - 9.18/10

Puma, known for its casual footwear, apparel and accessories, ranks third with almost 90.6 million searches and a solid Instagram following of 16.5 million. Its overall score of 9.18 indicates a strong market presence.

Founded in 1948 by Rudolf Dassler, the establishment of Puma followed a fallout with his brother, Adolf Dassler, who went on to found Adidas. Today, it’s one of the world’s leading sports brands.

Most Popular Sports Brands Table

The UK’s Most Popular Sports Brands

Most Popular Sports Brands UK

1. Nike - 20.56 million searches

Here in the UK, Nike leads the pack with a staggering 20,560,000 searches. This shows the brand’s dominance in the UK and its strong connection with its customers. This is largely due to its history of innovative new products and endorsements by high-profile athletes.

2. Champion - 10.62 million searches

Champion is a brand that has had a resurgence in popularity, particularly among young customers and streetwear enthusiasts. It secures second place with 10.6 million searches, showing how successfully they have repositioned themselves in the market. Champion products emphasise quality and comfort while also tapping into nostalgia.

3. Adidas - 9.90 million searches

Adidas, another heavyweight in the sportswear industry, comes in the third position with 9.9 million searches in the UK. It has long been revered for its innovation, design, and collaboration with celebrities and designers.

The World’s Most Popular Luxury Sports Brands

Most Popular Luxury Sports Brands

1. Lululemon - 10.00/10

Looking specifically at premium sportswear brands, Lululemon stands at the top, with a perfect score of 10 out of 10. The brand has a staggering 134.4 million searches, 4.8 million followers on Instagram, 955,700 on X and 885,700 on TikTok.

2. Alo Yoga - 9.45/10

Alo Yoga, known for its stylish and high-performance yoga wear, has carved out a significant niche for itself and takes second place. The brand has 7.7 million annual searches and 3.3 million Instagram followers. However, its followings on X and TikTok are slightly less than those of Lululemon.

3. Vuori - 8.98/10

Vuori has emerged as a key player in the activewear space, with a particular focus on comfort, durability, and eco-friendly practices. Its growing popularity is evident, with 8.55 million annual searches and solid followings on each social media platform.

Most Popular Luxury Sports Brands Table

The UK’s Most Popular Luxury Sports Brands

Most Popular Luxury Sports Brands UK

1. Lululemon - 4.3 million searches

As is the case globally, Lululemon is the most searched luxury sports brand in the UK, with just under 4.3 million searches. Known for its quality, durability, and stylish designs, Lululemon appeals to a wide range of fitness enthusiasts, from yogis to runners.

2. Sweaty Betty - 2.9 million searches

Sweaty Betty secures the second spot, with nearly 3 million annual searches. As a British brand, it’s unsurprising that Sweaty Betty is so popular in its home country. The brand has made its mark focusing on empowering women through fitness, offering a range of activewear that combines functionality with feminine design.

3. Adanola - 2.8 million searches

Adanola, another home-grown brand, rounds out the top three with its activewear approach, combining simplicity, style, and affordability. With close to 2.8 million searches, Adanola has tapped into the market's desire for minimalist, versatile activewear that can transition from workout to casual wear.

Which Major Sports Brands have seen the Biggest Growth?

Major Sports Brands Biggest Growth

Looking at the market capitalisation of five of the world’s biggest sports brands, we can see how their values have shifted over the last five years.

1. Lululemon - 301% increase

Lululemon stands out, with its market capitalisation quadrupling from $16 billion at the end of 2018 to $65 billion by the end of 2023. This remarkable growth reflects the brand’s successful expansion in recent years and the wider trend towards premium athleisure wear. Their focus on quality, building a community, and expanding its male customer base have likely contributed to this growth.

2. Nike - 41% increase

Nike, always a dominant player in the athletic apparel industry, saw its market cap grow by 41%, increasing from $117 billion at the end of 2018 to $165 billion by 2023. Despite the competitive landscape, Nike has managed to maintain its market leader status through consistent innovation, effective global marketing campaigns, and strategic partnerships.

3. Puma - 16% increase

Puma experienced a modest growth of 16%, with its market cap increasing from $7 billion to $8 billion. This growth, although not as impressive as the likes of Nike or Lululemon, reflects Puma’s steady market presence and that its collaborations with celebrities and athletes have helped keep it relevant in a crowded market.

4. Adidas - 13% decrease

Adidas saw a decline in market cap of 13%, dropping from $42 billion at the end of 2018 to $36 billion in 2023. This decrease could be attributed to challenges such as intense competition, changing consumer preferences, and the COVID-19 pandemic. Despite this, Adidas remains a significant player in the market.

5. Under Armour - 51% decrease

Under Armour faced the most significant decrease, halving its market cap from $8 billion to $4 billion. In 2018, Under Armour was forced to drop out of a lucrative deal to become the uniform provider of Major League Baseball and also had to close its physical stores as a result of the pandemic.

The UK’s Most Popular Sportswear Products

Most Popular Sportswear Products UK

1. Trainers - 1.66 million searches

Trainers top the list with an impressive 1.6 million annual searches. Known as sneakers in other parts of the world, trainers are an ever-present part of modern fashion and sportswear in the UK. Initially designed for sports or other forms of physical exercise, trainers have become a staple of everyday casual wear.

2. Tracksuits - 1.25 million searches

Tracksuits, with nearly 1.25 million annual searches, come in second. Their popularity could be down to their comfort and versatility, making them a staple in athletic and casual wardrobes. Originating as sportswear, these two-piece outfits typically consist of a jacket with a front zipper and matching trousers. 

3. Tech fleece - 1.13 million searches

Tech fleece items garner 1,126,000 searches annually. This suggests a growing interest in high-tech, performance-oriented sportswear. Tech fleece is a modern innovation in fabric technology, primarily designed to provide superior warmth without the added weight typically associated with traditional fleece.

Most Popular Sportswear Products UK Table

The Most Popular Sportswear Influencers

Most Popular Sportswear Influencers

We’ve also looked at several influencers known for rocking sportswear to see which are the most popular on social media.

1. Tammy Hembrow - 9.38/10

At the top of the list is Tammy Hembrow, with a significant following of 17.6 million on Instagram, 34,000 on X, and 1.9 million on TikTok. Her high engagement across these platforms earns her an impressive overall score of 9.38.

Tammy is a well-known Australian fitness model who founded Saski Collection, an athleisure brand that has gained popularity for its stylish and comfortable fitness wear.

2. Joe Wicks - 9.15/10

Following her is Joe Wicks, known for his engaging fitness content. His presence is most substantial on Instagram, with 4.7 million followers, and he has a considerable following on X and TikTok, bringing his total score to 9.15.

Also known as "The Body Coach," he’s well-known for his approach to fitness and healthy eating and gained substantial recognition and acclaim through his "Lean in 15" series, which includes a set of cookbooks and an online fitness plan.

3. Heidi Somers - 8.76/10

Heidi Somers ranks third with a solid social media following, particularly on X (71,100 followers), resulting in an overall score of 8.76.

Also known by her online moniker "BuffBunny," she is a well-known fitness influencer, entrepreneur, and social media personality. She also founded BuffBunny Collection, a fitness apparel line.

Most Popular Sportswear Influencers Table


We built a list of hundreds of sportswear brands sold by major retailers such as SportsDirect and JD Sports. We then used Google Ads Keyword Planner to find the number of global searches in 2023 for each, narrowing this list down to a shortlist of the top 50 most searched for all sports brands and also for luxury sports brands.

Each of the top 50 was then given a normalised score out of 10 for its searches, Instagram followers, X followers and TikTok followers. A final average of these scores was then calculated.

We also found the number of searches in the UK for the same period.

Data on market capitalisation were taken from CompaniesMarketCap taking end-of-year figures for 2018 and 2023.

We also created a list of sportswear products and pieces and again took the annual UK searches from Keyword Planner.

Finally, we used articles such as the following to create a list of influencers known for wearing sportswear and ranked them based on their followings on Instagram, X and TikTok.




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V: 1.37.0 All rights reserved. August 2021