Activewear Marketing Trends

Brands in Activewear have focused on inclusiveness and sustainability while also growing their millennial shopping base through influencers and staying on the cutting edge of trends.

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Activewear as an industry straddles a divide: wanting to act aspirational for a performance-driven consumer, and to lean into the inclusive, community-focused way that sports can bring people together. Clothing must be functional, fashionable, and comfortable for the everyday consumer, as the trend of athleisure invites people to wear activewear, well, everywhere.

Activewear inspires people to feel confident and capable, blending performance fabrics with streetwear styling. As casual dress rises in popularity, consumers turn to active brands to supply not just their workout clothing, but much of their everyday clothing.

Email marketing for the activewear industry faces a similar struggle – trying to strike the balance between editorial, performance-focused batch-and-blasts and the helpful, personalized product recommendations from automated platforms. Activewear is an industry that is on the cutting edge of trends, and email is no exception.

The biggest consumers for activewear are millennial women with incomes over $100k (no surprise there), and these shoppers are savvy enough to abandon carts with the anticipation of an incoming email (that they hope includes an incentive). Millennial shoppers aren’t scared of giving up personal information for personalized experiences, and if you can deliver a seamless, curated email experience you’re ahead of the pack.

Activewear Promotion & Email Activity

Mailcharts Activewear Data From 2019

Most promotional week

Nov. 24-30, 2019

The week that included Thanksgiving 2019 was the most promotional for Activewear brands. During that week they also sent the most emails that featured a promotion.

Most active week

Nov. 24-30, 2019

Activewear brands sent the most emails at the start of the critical holiday shopping season in 2019, as shoppers started checking gifts off their list.

Strategies for Activewear Messaging in Emails

Tell A Story

Join Us in Our Pursuit of Progress

Sent by Rhone

Activewear in particular has a specific demographic – use the community and influencers to tell the story of the clothing, like this example from Rhone. Incorporate wellness topics and encourage users to meet in person at a local store or class. Align your brand to a cause that speaks your core demographic, but don’t seem disingenuous. Tell the customer all about the latest technology features, but also how to style a performance piece.

Use The Data

VIP Early Access! NEW Spring Color Drop 😍

Sent by Alo Yoga

Segmentation: target customers who have bought certain categories (run, yoga) and market new lines to that audience. Encourage top tier spenders and give them an exclusive look at a sale, like this example from Alo Yoga. Recapture customers who haven’t opened emails. Send hike or yoga class recommendations to local users, along with product suggestions. Going to rain this week? Highlight wet-weather gear.

Be Where They Are, Metaphorically and Physically

Here's the style you had in mind

Sent by Brooks Running

Millennials love to browse – send emails of items they recently viewed. Definitely do not forget an abandoned cart, like this example from Brooks Running, and definitely multiple touches. Use the trend of visiting in store and buying online by having an in-store incentive for email signup.