Activewear Report 2026
Activewear: Champions and Challengers
The new rules of engagement.
2026 edition.
We first published this report in 2019.
Seven years on, some of what we called has happened faster than we expected – and some of it has reversed entirely.
This is what a quarter century in sport and outdoor tells us about where activewear goes next.
THREE THINGS YOU’LL FIND INSIDE
1. 83% of UK consumers would rather speak to a person. Only 4% want a chatbot. After five years of automating customer service, brands are quietly hiring people back.
2. 88% of consumers buy more when personalisation happens in real time. Only 44% of brands can actually do it. The gap between what people expect and what most brands deliver has never been wider.
3. Women’s elite sport passes $3 billion this year, growing four and a half times faster than men’s – and it still accounts for under 2% of the market. The headroom is the opportunity.
CHAPTERS INSIDE THE REPORT
01 Amplified Experiences
02 Community Hubs
03 Hyper-Personalisation
04 Next-Generation Service
05 Rarity and Reward
06 Female Empowerment
Ready for the full report?
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All we ask is if you like it and if you’d like to find out
how Mynt can help your brand thrive, to give us a shout!
Ollie Patterson, MD
[email protected]