Global Online Activewear

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January – December 2018 • Menswear & Womenswear Reviewed: Global Online Activewear

Top 10 Brands Ranked Assortment SKU Sell-Out Sell-Out Replenished Performance Rank Brand Count Median Price (USD) Rate Rate Score

Brands were ranked based on four key metrics as illustrated in Chart 1 Nike 224,395 71.75 84.6% 54.6% 94.5% 1, with higher weightage assigned to the sell-out rate. Nike reigned 2 New Balance 13,464 95.37 80.5% 60.8% 68.6% the top spot with its large assortment counts (3x more than adidas) and strong sell-out at full price. 3 adidas 64,614 69.06 81.1% 39.5% 66.3% 4 Asics 4,429 108.25 81.1% 50.2% 65.4% Unassuming Brands 5 Reebok 10,895 64.00 78.0% 56.9% 62.9% At 2nd place, New Balance made a surprise entry, knocking adidas to 6 Lorna Jane 3,198 69.68 79.2% 56.0% 62.7% 3rd placing. Its high median price and strong replenishment lifted its score greatly. Other surprising entries into the top 10 rank were Asics, 7 Puma 31,180 60.00 84.7% 47.3% 65.3% Fila, Lorna Jane and Lululemon. 8 Under Armour 12,402 45.18 75.9% 56.9% 60.4% 9 Fila 8,179 65.06 82.7% 36.1% 58.0% Winning Shoe of The Year 2018 (by Footwear News), the iconic 10 Lululemon 3,441 61.46 82.5% 26.0% 53.6% chunky ‘dad’ sneaker, The Disruptor, released in various colourways marked the brand’s success with a strong sell-out.

Chart 2: Brand Assortment Size vs. Sell-Out Rate Lorna Jane, one out of just two yoga-inspired athletic brands on the rank, secured itself in the top 10 spot primarily by achieving sell-out 1,000,000 86% at higher median price and replenished rate. 84% 100,000 Lacklustre Performance 82% 10,000 Puma had marginally higher sell-out rate than Nike and adidas, 80% though it was more reliant on discounted items. Similarly, adidas 1,000 78% delivered more sell-out on discounted items despite having the 2nd 76% largest assortment offering. 100 74% Under Armour underperformed with the lowest sell-out rate and at 10 72% the least median price (refer to its sharp dive in Chart 2). The dismal numbers validated the brand’s continued struggle to grow sales in a 1 70% Nike New adidas Asics Reebok Lorna Jane Puma Under Fila Lululemon highly competitive market. Balance Armour Assortment SKU Count Sell-Out Rate % 2 JANUARY – DECEMBER 2018 Chart 3: Category Share of Sell-Out The Leading Categories Derived from 284,681 sold out SKUs from the 10 brands studied in the report. 2% Due to the growing streetwear trend, it was no surprise that Lifestyle Lifestyle Shoes and Activewear shoes were the leading categories (refer to Chart 3). 5% This was followed by Tops & T-Shirts and Outerwear with a combined 7% Activewear Shoes 29% share of 30%. 8% Activewear Tops & T-Shirts Active Outerwear In terms of sell-out rate (refer to Chart 4), Activewear Shoes achieved Activewear Pants & Leggings the highest at 84.0%, led by Nike with high sell-out and replenishment 22% Activewear Shorts frequency in 2018. 27% Sports Bras Active Outerwear had the least sell-out rate among the 10 brands (refer to Chart 4), but appeared strong in Reebok. Successful collaborations with personalities like Cardi B x Reebok’s 90s jacket, Brain Dead x Beam’s Classic track jacket and Mobius OG’s retro jacket Chart 4: Category Assortment Size vs. Sell-Out Rate may have contributed to the high sell-out rate at 87%. 100,000 85% 83.2% The category Shorts was visibly strong on sell-out despite having 90,000 84.0% 84% lesser assortment counts, with running shorts and workout tights 80,000 82.8% showing higher sell-out movement. 70,000 83% 60,000

50,000 81.7% 82% 81.2% 81.4% 81.4% 40,000 81% 30,000

20,000 80% 10,000

0 79% Lifestyle Shoes Activewear Activewear Tops Active Activewear Activewear Sports Bras Shoes & T-Shirts Outerwear Pants & Leggings Shorts

Assortment SKU Count Sell-Out Rate 3 JANUARY – DECEMBER 2018 The Leading Categories (continued) Chart 5: Map of Assortment Size x Sell-Out Rate by Category

Here, we took a deeper look at the individual brand’s total SKUs by category and its respective sell-out rates.

Nike had the largest SKU share for all categories in the activewear industry, followed by adidas and Puma. However, a highly stocked category may not lead to a strong sell-out performance. This is evident through Under Armour’s Lifestyle Shoes being the brand’s smallest category in assortment size yet commanded the highest sell- out rate within the brand.

This year, we also observed that Fila was the only brand that fetched the highest sell-out for its biggest category, Lifestyle Shoes. Driven by the chunky-soled 90’s inspired, Fila Disruptor II was a significant contributor to Fila’s success, riding on the much-hyped “dad sneaker” trend.

On the apparel front, Lorna Jane was in the lead, surpassing rival giant Lululemon in the categories of Outerwear, Pants & Leggings and Shorts.

202,791 54,523 26,281 10,157 10,117 8,384 7,918 3,035 2,835 2,760

Assortment Size (the bigger the circle, the more SKUs are Sell-Out Rate: stocked): 85% and above 75% to 85% <10,000 <1,000 <100 Below 75% 4 JANUARY – DECEMBER 2018 Chart 6: Lifestyle Shoes Top 5 Brands by Sell-Out Performance Lifestyle Shoes: Deep Dive Analysis Under Armour had the highest sell-out rate and median sell-out price of 40% higher than 2nd placed, Puma.

Worn for athleisure fashion more than for athletic intent, Lifestyle Shoes were the crowd’s favourite among activewear categories. Under Armour 92.5% | USD 139 Puma and Fila, for example, had high SKU releases with high sell-out Puma rates. 86.3% | USD 84

Fila 86.1% | USD 72 Winners At 92.5% sell-out and 81% replenishment rate, Under Armour took Nike 84.0% | USD 120 the top spot with only 106 SKUs released (refer to Chart 6 and 7). This suggested Under Armour’s strategy in replenishing bestsellers, but at New Balance 83.7% | USD 113 the same time, cautious on new releases.

At 2nd and 3rd places respectively, Puma and Fila pushed out more SKUs at lower prices, but with higher discount range at 30% - 39% - potentially covering more consumer share. Chart 7: Lifestyle Shoes In-Stock Productivity Under Armour focused on high replenishment on only 98 SKUs of product releases last year. Loser Reebok had the least sell-out at 70.1% among the 10 brands ranked. 100,000 81% 90% 57% 67% 80% 63% Key Observations 10,000 60% 70% Lifestyle shoes with monochrome colours of whites, blacks, and greys 60% 1,000 pushed the highest sell-out. Pink was the only non-monochrome 50% colour that appealed to the crowd. The chunky sole trend went up by 40% 17% throughout the year and created a cult following for the Fila’s 100 30% “Disruptor” sneakers. 10 20% 10% 1 0% Under Armour Puma Fila Nike New Balance

In-Stock Replenished %

5 JANUARY – DECEMBER 2018 Lifestyle Shoes: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Under Armour’s Stephen Curry sneakers at number one.

Monochrome colours were evident in the bestsellers list, while pink was the top choice for women’s shoes. The notable design was the chunky sole by Puma’s oversized sneakers, Nike’s Air Max 97 and Fila’s Disruptor II.

Nike Air Max 97 Premium sneakers USD 496.17

Puma Oversized Cell Venom Men’s Sneakers USD 110.00

Under Armour Curry 4 “More Rings” Pack Fila Disruptor II New Balance 247 Sneaker USD 149.00 USD 94.08 USD 89.95 3 JANUARY – DECEMBER 2018 Activewear Shoes: Deep Dive Analysis Chart 8: Activewear Shoes Top 5 Brands by Sell-Out Performance Nike had the highest sell-out rate and median sell-out price of 37% higher than 2nd place, Puma.

2018 was the year for Nike in the performance-geared Activewear Shoes, topping key metrics by SKU releases, sell-out performance and Nike 86.0% | USD 99 in-stock productivity. Puma 84.2% | USD 62 Winners Flooding the market with the largest SKUs in the category (4x the Asics 82.1% | USD 100 amount of adidas) and still delivered the highest sell-out rate at 86% put Nike at the top of the rank. The brand’s high replenishment adidas 80.0% | USD 98 practice ensured high demand was met while preventing out-of-stock issues. New Balance 79.3% | USD 90

While adidas came second in line in terms of assortment size, the sell- out performance fared below rival Puma and Asics. Chart 9: Activewear Shoes In-Stock Productivity Loser Proving itself to be the market leader, Nike aggressively replenished 64% of 48,461 SKUs of activewear shoes last year, At 74% sell-out rate, Reebok was placed last, relative to the top 10 highest among all brands. brands. 100,000 80% 69% 64% 63% 70% Key Observations 53% 10,000 56% Black was the crowd’s favourite colour for Activewear Shoes, followed 60% by grey, white, and blue. The low-heel shoes increased in trend by 1,000 50% 48% throughout 2018, compared to high-top trainers with only 3% 40% increment. 100 30% 20% 10 10% 1 0% Nike Puma Asics adidas New Balance

In-Stock Replenished % 7 JANUARY – DECEMBER 2018 Activewear Shoes: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Nike’s “Raised on Concrete” football boots on the top.

Monochrome colours like black, grey, and white were evident in the bestsellers list.

adidas UltraBOOST Reigning Champ USD 393.25

Puma Eclipse Future 2.4 FG USD 68.10

New Balance Fresh Foam Zante v4 Nike Raised On Concrete Tiempo Pro FG Asics Roadhawk FF 2 Running Shoe Running Shoe USD 118.80 USD 109.95 3 USD 99.95 JANUARY – DECEMBER 2018 Tops & T-Shirts: Deep Dive Analysis Chart 10: Tops & T-Shirts Top 5 Brands by Sell-Out Performance Lululemon had the highest sell-out rate and median sell-out price of 41% higher than 2nd placed, Nike.

Activewear Tops & T-Shirts was the 3rd ranked category by sell-out share. Canadian yoga-inspired brand Lululemon topped most metrics. Lululemon 85.0% | USD 61

Winners Nike 84.0% | USD 36 Lululemon had the highest sell-out rate at 85%, which is above the average sell-out price (refer Chart 10). Traditional activewear brands Asics 83.8% | USD 28 like Nike and adidas played the volume game in this category while keeping prices low (20x more SKUs than Lululemon). Lorna Jane 82.9% | USD 62

On replenishment, Lululemon recorded the least at 25% despite its adidas 77.2% | USD 36 high sell-out rate, exposing to the risk of a frequent out-of-stock situation and thus, affecting customer loyalty.

Loser Better known for sports-inspired retro shoes, Fila had the lowest sell- Chart 11: Tops & T-Shirts In-Stock Productivity out rate in tops & t-shirts at 66.3%, among the 10 brands ranked. Despite having the highest sell-out, Lululemon practiced low replenishment on the 882 SKUs.

Key Observations 100,000 73% 80% Tank tops with racerback or decorative cuts were among the fast- 64% 60% 62% 70% movers in Lorna Jane and Lululemon. Polos made a comeback in the 10,000 60% activewear scene, combining casual aesthetics with engineered fabric, notably the highly-breathable and anti-stink “Evolution Polo” from 1,000 50% Lululemon. The bodysuit was a surprising trend (+87% uptrend in 40% 2018), with Nike x Ambush dri-fit bodysuit in the bestseller list. 100 25% 30% 20% 10 10% 1 0% Lululemon Nike Asics Lorna Jane adidas

In-Stock Replenished % 9 JANUARY – DECEMBER 2018 Activewear Tops & T-Shirts: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Lululemon’s racerback tank tops in the lead.

Monochrome colours were evident with greys and blacks with pinks for women’s tank top. Notable styling was the solid coloured top, or with logo.

adidas 3-Stripes Training T-Shirt USD 58.92

Nike Dri-FIT Academy USD 15.48

Asics Running Lite-Show Reflective Long Lululemon Hold and Let Flow Tank Sleeves Top Lorna Jane Billie Tank USD 49.57 USD 58.29 USD 53.59 JANUARY – DECEMBER 2018 Outerwear: Deep Dive Analysis Chart 12: Outerwear Top 5 Brands by Sell-Out Performance Reebok had the highest sell-out rate but with median sell-out price at 27% lower than Lorna Jane.

Reebok was the leading brand for track jackets, which was the best- selling subcategory for outerwear, followed by track jackets from Reebok 87.1% | USD 74 Puma and adidas. Meanwhile, hoodies & sweatshirts were led by Lorna Jane and Nike. Lorna Jane 86.5% | USD 94

Winners Puma 84.0% | USD 60 Overall, Reebok kept their active outerwear SKUs low and opted for a higher replenishment of 64% (refer to Chart 13), which led to the Nike 81.4% | USD 79 highest sell-out rate among the 10 brands. While Puma had 6x more SKUs than Reebok, Puma achieved decent success by focusing on adidas 80.8% | USD 80 releasing capsule collections in collaborations with The Weeknd, Karl Lagerfeld, and Big Sean instead of replenishment strategy.

Loser Chart 13: Outerwear In-Stock Productivity Fila had the lowest sell-out rate at 69.1% among the 10 brands Having the lowest number of active outerwear at 317 SKUs, Reebok practiced high replenishment to ensure there was a ranked. healthy demand-supply balance.

Key Observations 100,000 64% 65% 70% 60% Paying homage to the ‘90s seemed to be the signature look for track 60% jackets this year, with colour-block design seen on Reebok and 10,000 47% Puma’s bestsellers. The cropped design uptrended by 74% in 50% outerwear as sported by celebrities like Kylie Jenner, and was the 1,000 33% 40% best-selling style across Lorna Jane, Nike and adidas. 100 30% 20% 10 10%

1 0% Reebok Lorna Jane Puma Nike adidas

In-Stock Replenished % 11 JANUARY – DECEMBER 2018 Active Outerwear: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Reebok’s retro track jacket on the top.

Colour-block design with blues, reds, and whites was evident in track jackets. Other notable designs were the women’s cropped hoodie and jumper.

Nike Air Half Zip Hoody USD 63.29

Lorna Jane LJ Luxe L/Slv Jumper USD 125.31

adidas Originals Stripe Crop Overhead Reebok Retro Track Jacket In Navy Puma MCS Track Jacket Hoodie USD 70.53 USD 70.00 USD 70.33 JANUARY – DECEMBER 2018 Pants & Leggings: Deep Dive Analysis Chart 14: Pants & Leggings Top 5 Brands by Sell-Out Performance Lorna Jane had the highest sell-out rate and median sell-out price of 38% higher than 2nd placed, Puma.

Overall, Lorna Jane had the highest sell-out rate for this category. Subcategory, Tights & Leggings, was the bestseller for Lorna Jane, Lorna Jane 86.4% | USD 80 Lululemon and Nike. Meanwhile, Joggers was the leading subcategory for Puma and adidas. Puma 83.0% | USD 50

Winners Nike 82.1% | USD 57 Tights & Leggings by Lorna Jane delivered 10% higher sell-out rate and practised 18% more replenishments compared to rival adidas 81.3% | USD 55 Lululemon. Meanwhile, Puma led in sell-out rate for Joggers despite having 5x lesser SKU releases compared to adidas. Lululemon 81.0% | USD 100

Loser Asics had the lowest in sell-out rate at 65.6% among the 10 brands ranked. Chart 15: Pants & Leggings In-Stock Productivity Lorna Jane replenished 2x more than Lululemon with its smaller assortment size at 292 SKUs. Key Observations Combining style and comfort, intricate mesh panels on leggings rose 100,000 65% 70% in trend by 22% in 2018, and laser-cut slits uptrended by 7%. Mid-rise 60% 60% leggings increased by 22%, higher than high-rise, while plus-sized 10,000 50% 47% leggings rose by 6%. 50% 28% 1,000 40% No longer reserved for lounging or workout, the Joggers have slowly dethroned the traditional dress trousers, with 90% uptrend in the 100 30% tapered-leg “smart joggers” currently deemed suitable as workwear 20% essential. 10 10%

1 0% Lorna Jane Puma Nike adidas Lululemon

In-Stock Replenished % 13 JANUARY – DECEMBER 2018 Activewear Pants & Leggings: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Lorna Jane’s leggings at the top.

Common colours for pants & leggings were black, grey, white, and blue. Notable styling was the mid-rise leggings, mesh panels on leggings, side stripes and subtle colour-blocks.

adidas 3-Stripes Capris Leggings USD 32.23

Puma Retro Ribbed Leggings USD 56.74

Lorna Jane Energised Core 7/8 Tights Nike Joggers With striped Side Tape Lululemon Forget the Sweat Tight USD 91.74 USD 51.82 USD 90.79 JANUARY – DECEMBER 2018 Shorts: Deep Dive Analysis Chart 16: Shorts Top 5 Brands by Sell-Out Performance Lorna Jane had the highest sell-out rate and median sell-out price of 42% higher than 2nd placed, Nike.

Activewear shorts fetched a higher sell-out rate compared to outerwear, pants & leggings and sports bra in 2018. Within Shorts, Lorna Jane 85.3% | USD 69 Running Shorts and Workout Tights were the leading subcategories, championed by Lorna Jane, Asics, Puma, Lululemon and Nike. Nike 82.8% | USD 40

Asics 82.2% | USD 35 Winners Lorna Jane dominated the key subcategories, namely Running Shorts Puma 80.3% | USD 33 and Workout Tights by delivering the highest sell-out rate at a 1.7x higher price than Nike, and with lower discount range amongst the Lululemon 80.2% | USD 61 top 5 brands. Nike primarily catered to menswear with drawstring basketball shorts as the leading subcategory.

Loser New Balance had the lowest sell-out rate at 66.2% among the 10 Chart 17: Shorts In-Stock Productivity brands ranked. Asics practiced highest replenishment on its limited SKU releases at 42 SKUs of activewear shorts.

Key Observations 100,000 90% 79% 2-in-1 shorts style (combining stretchy compression fabric 80% 10,000 underneath flowy shorts) enjoyed a massive 62% rise in trend this 63% 70% year, showing up as bestsellers among Nike, Puma and Lululemon. 56% 51% 60% 1,000 29% 50% Printed shorts uptrended by 22%, higher than the classic logo on 40% solid-coloured shorts. 100 30%

10 20% 10% 1 0% Lorna Jane Nike Asics Puma Lululemon

In-Stock Replenished % 15 JANUARY – DECEMBER 2018 Activewear Shorts: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Lorna Jane’s run shorts at the top.

Favourite colours for shorts were black and grey. Notable bestsellers were Running and Training Shorts for women and the 2-in-1 shorts for men.

Puma Running Power Run 2-In-1 USD 58.63

Nike 7" Challenger 2 in 1 Shorts USD 30.22

Lorna Jane Feel Free Active Run Short Asics 5" Training Shorts Lululemon Train Times Short USD 67.67 USD 25.05 USD 49.46 JANUARY – DECEMBER 2018 Sports Bra: Deep Dive Analysis Chart 18: Sports Bra Top 5 Brands by Sell-Out Performance Puma had the highest sell-out rate and median sell-out price of -71% lower than 2nd placed, Nike. An outlier, Lululemon achieved a high sell-out rate at the highest median price of USD 58 for the category Sports Bra - without Puma 87.2% | USD 34 executing discounts online. Lululemon 84.6% | USD 58 Winners Lululemon displayed strong brand power with high sell-outs at the Nike 83.9% | USD 38 highest price range. Diving into sports bra subcategories, Nike was leading in high-support sports bra with 91.6% sell-out rate, followed Reebok 80.1% | USD 40 by Lululemon and adidas. Medium-support sports bras were the fastest-moving in Reebok; while sports bra with light support had the adidas 75.3% | USD 38 highest sell-out in Puma.

Loser The median price for Under Armour’s sports bra was the highest, at Chart 19: Sports Bra In-Stock Productivity 10% higher than Nike’s, which was believed to have contributed to its Among activewear giants, Puma had the lowest replenishment rate for sports bra, despite delivering the highest sell-out poor performance with the lowest sell-out rate at 68.3%. rate, potentially at risk for having frequent out-of-stock issue.

10,000 63% 70% Key observations 62% 62% Medium-support sports bra was the most stocked-up and delivered 60% 1,000 48% the highest sell-out. The top 3 most stocked-up colours with high sell- 50% outs were black, blue and pink. 28% 40% 100 In 2018, the criss-cross back design uptrended by a huge 72%; while 30% seamless sports bra and sports bra with mesh overlay up-trended by 20% 10% and 6% respectively. 10 10%

1 0% Puma Lululemon Nike Reebok adidas

In-Stock Replenished % 17 JANUARY – DECEMBER 2018 Sports Bra: Bestsellers by Brand

Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Puma’s sports bra at the top.

Black was the most common colour among bestsellers. Notable styling was the criss-cross back design and medium-coverage bras.

Reebok Strappy Bra USD 21.01

Lululemon Energy Bra USD 42.39

Puma Explosive High-Support Stretch-Jersey Bra Nike Training Indy Logo Bra adidas Stronger Bra USD 57.19 USD 35.05 USD 59.96 JANUARY – DECEMBER 2018 Conclusion

Main Findings Key Takeaways ‘90s Throwback: The nostalgic aesthetics were hinted in Diversity & Inclusivity: As fitness continues to gain popularity as athleisure, making the decade-old trends cool again for a new a certain lifestyle, the lack of options for sizes above 12 hurts audience: brand image in the era of embracing body positivity. While indie • Chunky ‘dad’ shoe: Creating a full-blown trend in 2018 and fitness brands were seen pushing for plus size collections, put Fila back into the spotlight, the chunky trend sees no affirmation for plus size demand was seen in Lululemon’s top 5 sign of slowing down, as spotted in the Paris Fashion Week best-selling sizes in 2018 including sizes UK 14 and 16. Men’s FW ’19. • Colour-block: The loud, bright, colour-blocked retro Increased Fashion Quotient: As evident from the key findings outerwear aesthetics made a comeback as seen on Reebok, reported, activewear is increasingly influenced by fashion. Vice adidas, and Puma’s track jacket. versa, the fast fashion brands have also grown their respective • Neon: A trending colour among activewear +32% throughout activewear assortments as seen across Ivy Park by Topshop, 2018 and spotted on the New York SS 19 fashion week, the H&M Sportswear and Forever 21 Activewear. With athleisure intense hue increased in new-ins among activewear shoes becoming a staple in the fashion world, new brands should start and tops & t-shirts from Nike and adidas. thinking about embarking into this space or to trial with a small capsule. Emerging Indie Winner: One of the early adopters of activewear fashion, Lorna Jane surpassed rival Lululemon in Outerwear, Sustainable Activewear: Celebrity collaborations are Pants & Leggings and Shorts. With more accessible pricing and commonplace in the activewear scene, which gradually elevates higher online visibility, including the presence in retailers like and saturating the high fashion market. Brands should look into Namshi and Zalora, Lorna Jane delivered strong sell-out backed other avenues of marketing and PR, such as towards sustainable by good replenishment. fashion.

Apart from Lorna Jane’s #fitspo founder’s high online Apart from spreading global awareness for a cause, adidas’ engagement with its followers via constant sharing about collaboration with Parley’s Ocean Plastic for activewear shoes wellness that aligns with the brand’s image, news of Lorna Jane were welcomed with a higher sell-out at 86.2% than its normal expanding to greater China showcased its great potential and range, most notably the Ultraboost shoe made from upcycled proved to be an inspiration to the other indie brands. marine plastic waste.

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