According to the most recent Sportswear Insights report released by Launchmetrics, the rapid rise in collaborations between luxury fashion houses and streetwear labels is playing a pivotal role in reshaping the global sportswear landscape. The report notes that these high-profile partnerships—such as the widely publicized Gucci x Adidas capsule, which alone produced $96.5 million in Media Impact Value (MIV) in 2022—are creating substantial opportunities for brands seeking enhanced visibility and consumer engagement. By merging the prestige of luxury fashion with the cultural relevance of streetwear, companies are finding new ways to maximise returns on investment, broaden their reach, and attract fresh customer segments.
Launchmetrics’ findings indicate that these cross-industry collaborations are now a defining trend, driving both commercial gains and renewed creative influence within the sportswear sector. Beyond financial impact, the report highlights an increasing emphasis on inclusivity, representation, and sustainability. Sportswear brands are making deliberate efforts to spotlight diverse communities and elevate the presence of women—particularly in sports spaces traditionally dominated by men. This shift aligns with evolving consumer expectations, as audiences increasingly value brands that demonstrate authenticity and inclusiveness, ultimately strengthening brand loyalty.
Although celebrities continue to hold major sway in shaping sportswear narratives, the report points to a growing diversification of influential voices. “Owned” channels, partner voices, and especially micro-influencers are becoming more impactful. Micro-influencers, with their highly engaged niche audiences, are gaining significant traction and often deliver stronger, more targeted engagement compared to larger celebrity endorsements.
At the same time, sustainability is emerging as a central area of focus. Campaigns such as Adidas’ End Plastic Waste initiative and Nike’s Run for the Oceans movement have attracted notable attention and consumer interest. However, Launchmetrics reports that sustainability-related conversations currently represent only about 1 percent of total sportswear MIV, suggesting substantial room for expansion. As environmental responsibility becomes a more prominent global concern, the report indicates that brands have an opportunity to deepen their impact by elevating sustainability within their communications and long-term strategies.
