10 Top Sportswear & Sportswear Accessory Features
As the sportswear market continues to grow (with 2025 projections showing it outpacing the wider fashion industry) brands are under pressure to elevate their digital presence.
With a predicted growth of 5-6% in China, 3% in the US, and 2-3% in Europe YoY, there’s a clear opportunity for both established and disruptor brands to differentiate through stronger online experiences.
To stay competitive and meet rising customer expectations, brands like On Running, Bandit Running, and Pas Normal Studios are enhancing their digital storefronts with features such as engaging content-led landing pages, streamlined account sign-up flows, and immersive membership programmes.
From personalised shopping experiences to immersive storytelling, these onsite features go beyond aesthetics - helping to build loyalty, strengthen brand perception and unlock long-term growth.
So, which brands are setting the bar? We’ve rounded up 10 standout sportswear brands delivering best-in-class eCommerce - and the features helping them create more meaningful, high-performing online experiences.
On Running - Athletes and ambassadors content page
On Running has seen impressive growth in recent years, with footwear sales jumping 12% in May 2024, while industry leaders like Nike have faced a decline in market share, dropping from 39% to 32%. Strategic collaborations with high-profile figures like Zendaya have significantly strengthened On Running’s brand presence, resonating with their target audience and enhancing their relevance within the highly competitive sportswear market.
A key highlight on their website is the Athletes Content page, which is a great example of how storytelling is integrated into their site. By featuring the journeys and achievements of their athletes, On Running reinforces its focus on performance and authenticity while building a stronger connection with its audience. Highlighting real-world ambassadors adds credibility and helps create a narrative that resonates with customers, driving engagement and loyalty.
From a UX perspective, the template is a strong example of how to strategically guide users through the page, maintaining engagement while seamlessly leading them to the product detail page (PDP). It provides contextual information about the product, along with inspiration related to both its intended use and styling.
Bandit Running - Paid membership subscription
Bandit Running offers a strong example of how a brand can position its values around innovation, product performance, and design to stand out in a competitive market. Their membership programme is a well-crafted offering that delivers a range of valuable perks and engaging content tailored to its customers. Members enjoy exclusive pricing on Bandit’s products, as well as discounts on partner brands, experiences, and services - adding significant value to their membership. This well-thought-out programme justifies the extra cost, making it a compelling investment.
A standout feature is the seamless integration of pre-added perks into the customer’s basket upon selecting ‘Join Now’. This creates a sense of instant gratification, encouraging users to complete their purchase and start enjoying the rewards immediately.
They also use gamification in a creative way through a scroll-based points system. Users earn points based on the number of kilometers they scroll on the site, with a live leaderboard highlighting top participants. This approach boosts engagement and introduces a sense of competition, encouraging users to explore more of the website. In turn, it provides the brand with a valuable opportunity to educate customers and increase the likelihood of conversion.
Attaquer Cycling - PDP template
Attaquer, an emerging technical cycling brand, stands out with its impressive UI features that create a dynamic and engaging shopping experience. Their unconventional PDP design is a strong example of how they differentiate from more traditional layouts, delivering a fresh and immersive purchase journey. The layout balances a premium aesthetic with technical product information, effectively guiding customers to ensure the product meets their needs, which can help reduce return rates.
Beyond showcasing the core technical features, the PDP also highlights the product's unique selling points, providing valuable insights that educate customers and inspire trust. This approach enhances the overall touchpoints of the page and reinforces Attaquer’s positioning as a high-performance, premium brand.
Montecwear - Outfit builder
Montecwear delivers sleek and immersive onsite features, underpinned by features that feel both premium and practical. A key highlight is their ‘Outfit Builder’ tool - one of the most refined bundle outfit builders in the market in terms of both UI and UX. It allows customers to personalise their experience by changing the model, background, and even sharing their curated outfits across platforms.
The real-time updates - right down to smaller accessories like gloves - replicate the in-store experience online. This not only enhances customer’s experience but also helps reduce returns and increase average order value (AOV). It's an effective way to upsell lower-investment products while keeping shoppers engaged. By allowing customers to add an entire outfit to their cart in one step (once sizes are selected), the feature also reduces friction and simplifies the path to purchase - enhancing both experience and performance.
Salomon - Account signposting
Salomon, which surpassed $1billion in revenue in 2022, has established itself as a market leader in high performance footwear. It has notably broken barriers within its ‘sportsstyle’ product range by blending performance with fashion - an approach that strongly resonates with Gen Z. Salomon has taken a strategic approach to encouraging loyalty sign-ups by displaying a pop-up as soon as customers land on the homepage, effectively driving membership and capturing valuable first-party data. This data can be used to retarget the customer throughout the rest of their purchase journey and provide a more personalised experience.
Within the pop up the customer is readily presented with a list of perks and a prominent call-to-action to learn more about the membership programme, ensuring they immediately understand the benefits of signing up. When the customer does sign up they are able to access a range of perks and incentives which encourages them to convert.
Pas Normal Studios - Account sign-up flow
Pas Normal Studios reflects the modern cool era of cycling with a strong visual identity and a seamless blend of fashion and function. The brand has been a leader in elevating the online experience, positioning itself as a premium player through thoughtful content and a clear creative direction.
We especially appreciate how Pas Normal Studios has structured their account sign-up flow - a great example of capturing first-party data while integrating a strong sense of community into the site experience. The journey begins with a short questionnaire that personalises the user’s account, asking questions about their location, riding style, and more. This creates a tailored experience that reflects the brand’s community-focused values. Additionally, within the account area, users receive a personalised digital ‘card’ featuring their name and location, along with links to Strava-hosted events, enabling them to join their local cycling clubs and connect with other customers and enthusiasts.
Soar Running - PDP template
Soar Running combines smart technical fabrics with fashion-forward designs, delivering refined performance across its range. The PDPs are thoughtfully crafted, featuring iconography, immersive imagery, and dynamic video content that highlight the product’s technical innovations, USPs, and overall product value. These elements enhance product storytelling and assist the customers in making informed decisions with confidence. We’re particularly drawn to the product detail features, which include comprehensive product information, an in-depth fit and size guide, and thoughtful designer notes. These elements reflect the level of consideration behind each item, while also providing key value indicators that help build trust and further engage the customer.
The presentation of key technical product information is thoughtfully aligned with the attributes customers consider when making a purchase, effectively reinforcing the product’s value and justifying its premium pricing.
X-Bionic - Product comparison
X-Bionic is a Swiss performance apparel brand, known for its cutting-edge sportswear technology and innovation. The brand offers an omnichannel experience with 53 stores nationwide and 29 multi-brand store sections. In the first 3 quarters of 2024, it achieved approximately $22.1 million in revenue, a year-on-year increase of 50%. Overall, the site offers an engaging, immersive experience that is relative to its core brand values and aesthetic. In particular, we really like their product comparison feature where you can slide between the 2 different product styles and see the core design differences. As you scroll down the page, it highlights key product features and comparison details between the two styles.
Clear calls-to-action guide you to switch or shop between styles, allowing you to seamlessly continue your purchase journey and explore each design in detail. The compare CTA is in a clear section of the PDP which presents the customer with the ease of navigating with the feature and utilising its functionality to ensure they choose the correct product.
Peak Performance - Content Pages & Branding
Peak Performance is a Scandinavian outdoor brand renowned for blending high-performance, technical innovation with stylish design. They’ve recently launched their first retail store in the UK and are aiming to further expand in this market.
One of the standout aspects of their website is how effectively it conveys the brand’s heritage and values through thoughtfully crafted content and cohesive branding. This creates a consistent, engaging user experience that reinforces the premium positioning of the brand. In particular, we appreciate how dynamic their pages are, combining a rich mix of visuals, clear calls-to-action, and inspirational messaging that aligns with the technical features of their products. The site effectively anticipates customer needs by providing key information - such as product care, technical specifications, and usability - helping customers make confident purchase decisions and reducing the likelihood of returns.
Overall, they present a landing page structure and hierarchy that sets a strong example for consistency across a site. Their content clearly communicates the value of their products, effectively reinforcing the premium price point and building trust with their target audience - conveying a sense of community and long-term customer loyalty.
J Lindeberg - Account Section Preferences
J.Lindeberg is a premium fashion and sportswear brand founded in Stockholm, created with the vision of modernising golf apparel and bringing a contemporary edge to the sport. As of 2023, their revenue has more than doubled over 2020-2022, rising from $60 million in 2020 to $130 million in 2022. We've consistently highlighted their account section as a best-in-class example of how to present preference selection on-site.
It's a key component in personalising the customer’s purchase journey while also serving as an effective feature for capturing valuable first-party data to support retargeted efforts. This enhances the customer journey by delivering personalised product recommendations tailored to their gender, interests, and size preferences, making the shopping experience more seamless and intuitive which increases the likelihood of conversion.
Final thoughts
The examples above showcase how sportswear brands can elevate the customer experience by blending strong storytelling, capturing first party data and innovative functionality. By consistently communicating brand identity and displaying product value with forward-thinking strategies, brands can build trust, create personalised site experiences, and strengthen brand loyalty.
Our key takeaways include:
Communicate your brand identity clearly across all site touchpoints and use storytelling to create an emotional connection.
Showcase product value, technical features, and USPs in an engaging, digestible way, integrating them into your core site design.
Use intuitive first party data capture, personalisation through account preferences and interactive tools to streamline the customer journey and boost engagement.
Prioritise trust-building elements, such as educational content, product reviews, and community-driven features.
Ensure the path to purchase is smooth and seamless, with strategically placed CTAs and simple yet effective layout choices.
Innovate in ways that enhance the user experience - creating a smoother, more enjoyable journey for your customers
By implementing these elements, brands can differentiate themselves as leaders in the sportswear space, building deeper relationships with their customers and driving long-term loyalty.
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