How sporting goods manufacturers can strengthen their brand positioning in 2025

In the age of digitalisation and rising customer expectations, how can sporting goods manufacturers achieve clear differentiation from their competitors and strengthen their brand positioning in the long term?

This question is crucial at the beginning of 2025. The year 2024 offered the industry enormous positioning potential, which must now be successfully utilised in 2025 in order to sustainably inspire customers. Our white paper "Using the tailwind from the super sports year - strengthening brand positioning" offers in-depth insights and practical approaches on how sporting goods manufacturers can utilise the current momentum around major sporting events such as the Olympic Games and the European Football Championships for 2025 and beyond.

In the white paper, we have identified 14 core trends in the sporting goods industry and show which market and customer-orientated potential they offer for sporting goods manufacturers. The thematic spectrum in the three trend clusters of customer centricity, product innovation and coaching & community ranges from athleisure fashion to sustainable production standards and nutritional advice.

Sporting goods companies are increasingly developing into comprehensive sports ecosystems that go far beyond the role of traditional product providers. These sports ecosystems offer an integrated 360-degree experience consisting of products, services and sports experiences that fulfil the growing expectations of customers for a holistic customer experience.

Innovative sports tech products play an important role on the road to a 360-degree sports ecosystem. By integrating technology into sportswear and equipment, companies can offer their customers innovative products that not only improve athletic performance, but also enable a personalised and connected sports experience.

Brick-and-mortar retail remains important, but there is a change in expectations and needs: Customers increasingly expect inspiration and attractive shopping experiences. Sporting goods manufacturers should therefore skilfully combine bricks-and-mortar retail with digital touchpoints and focus on interactive and hyper-personalised experiences. This development offers manufacturers the opportunity to take the customer experience to a new level with new customisation options.

The white paper also highlights the potential of generative AI, the metaverse and non-fungible tokens (NFTs) for innovative product experiences and addressing younger target groups.