Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Marketing

BoF Insights Gathers Industry Leaders to Explore What AI Can Teach Us About Sportswear Challenger Brand Strategies

In New York, leaders from VF Corp, Ugg and more joined BoF Insights, The Business of Fashion’s data and advisory team, to explore a new AI-powered social listening analysis on how challenger sportswear brands are outrunning the competition.
How sportswear challengers are winning through lifestyle, according to AI.
Industry leaders gather at BoF Insights' New York community event. (Michael Loccisano/Getty Images)
By

It’s no secret that sportswear upstarts are giving their incumbent counterparts a run for their money when it comes to customer engagement. This is reflected in the growing market share of challenger brands, as well as the exponential growth of players like On, which has grown its sales 50 percent annually between 2019 and 2024.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

The Long, Slow Death of Sponsored Content

While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.