If you scroll through Instagram for even a few minutes, there’s one thing that stands out about sportswear brands in 2025: they’ve figured out how to be present without being pushy. They’re not shouting about their products – they’re showing up in your routine. And the ones growing the fastest? They’re doing that with consistency, strong creator networks, and content that feels like it belongs in your feed.
Our latest sports-focused report, Top Growing Sportswear Brands on Instagram 2025, breaks down which brands made the biggest moves over the past year. Leading the list are Alo, adidasfootball, and On. Each brand is doing something a bit different, and that’s the point. There’s no single playbook anymore. But there are patterns that are working.
Let’s take a closer look.
How Instagram fuels sportswear brand growth
Instagram continues to play a central role in how sportswear brands build awareness, trust, and community. Unlike traditional campaigns, influencer-led content on Instagram feels personal, real-time, and rooted in people’s actual routines. Reels and Stories let brands showcase gear in action – not through ads, but through creators who live the lifestyle.
From yoga instructors to runners to football fans, the platform makes it easy for brands to collaborate with niche creators at scale. These partnerships drive discovery, but more importantly, they build long-term credibility. Instagram’s mix of content formats, especially Reels, also allows for high-volume, high-frequency storytelling without overwhelming the feed.
For sportswear specifically, Instagram has become the go-to space to show how gear performs, how it fits into people’s lives, and how it connects to real communities. And the brands that grow the fastest are the ones tapping into that dynamic authentically.
Inside the top-performing sportswear brands of 2025
Alo
Alo’s approach is built around lifestyle, but it’s not just about image. The brand’s content strategy focuses on calm movement, clean visuals, and consistency. Most of their posts are Reels, showing yoga flows, wellness routines, and minimalist aesthetic edits. Some carousels are used for outfit try-ons or vlogs, but the priority is movement and mindfulness.
What works for Alo is how clearly the brand reflects its values. It’s rooted in yoga and wellness, and it partners with influencers who live that out daily, not just in what they wear, but in how they show up. The message is always consistent: strength, clarity, and calm. Even when a celebrity wears ALO, it doesn’t feel out of place.
Alo’s engagement is strong, especially given the size of its audience. With more than 9,000 influencers activated and a reach close to 2 billion, the brand’s ability to keep followers interested post after post shows that their strategy is working.
From the report:
Follower Growth: +1.3M
Engagement Rate: 3.45%
Top Content Formats: Reels (yoga flows, try-ons, clean aesthetic edits)
Top Countries: United States, United Kingdom, Indonesia
Adidas Football
Adidas Football understands the culture around football better than most. Instead of focusing only on players or products, the brand taps into fan energy, streetwear crossover, and creator-driven storytelling. It’s not just about who’s wearing the boots, it’s about what they mean to people.
Their Instagram strategy blends footage from elite matches with community content and creator posts. A lot of what works best are behind-the-scenes videos, skill showcases, and fan reactions. The content is fast-paced but not chaotic – it’s thoughtful, personal, and passionate.
What makes Adidas Football especially successful is its ability to scale this strategy across cultures. Its top countries include the United States, the UK, and Italy, a mix of powerhouse football nations and markets that respond strongly to emotional, community-led content.
With nearly 30,000 posts and a massive reach, it’s the kind of brand that doesn't just drop in. They stay a part of the conversation, especially during peak football moments.
From the report:
Follower Growth: +1.1M
Engagement Rate: 7.5%
Top Content Formats: Reels (fan reactions, skill showcases, behind-the-scenes edits)
Top Countries: United States, United Kingdom, Italy
On
On takes a quieter, more intentional approach. Its content isn’t loud, it’s purposeful. Reels often show early morning runs, product reviews from real users, or group community runs in scenic locations.
The creators they work with, from triathletes to club runners, reflect On’s brand story: movement with meaning. These partnerships aren’t transactional. They're long-term, and the content feels personal. On isn’t trying to dominate the conversation. It’s simply showing up, again and again, in the feeds of people who run.
From the report:
Follower Growth: +949K
Engagement Rate: 4.7%
Top Content Formats: Reels (run tutorials, reviews, community events)
Top Countries: United States, United Kingdom, Brazil
Tips for sportswear brand marketers in 2025
Based on the report’s insights, here are a few practical takeaways for marketers in the space:
1. Niche creators = better engagement
Brands like On and Alo didn’t grow by working with celebrities alone. They tapped into niche creators (yoga teachers, runners, grassroots football voices) and got higher-quality engagement as a result.
2. Match content style to audience tone
Adidas Football runs fast, loud, and emotional content. Alo keeps things soft and structured. On leans personal and reflective. The style matters as much as the content itself.
3. Consistency beats virality
Every top performer posted regularly and activated influencers at scale. Success wasn’t from one big moment – it came from showing up every week with content that fits the brand.
4. Use Reels as your primary growth format
All three brands used Reels more than any other format. From fast-cut football edits to slow-paced yoga flows, Reels worked because they matched the creator’s pace and the viewer’s interest.
5. Global growth needs local relevance
Even big brands like Adidas Football relied on creators in different countries to help localize their message. Alo and On also adapted content based on regional fitness trends. Local wins scale better than generic global campaigns.
Want the full report?
Get more insights like these in the full Top Growing Sportswear Brands on Instagram 2025 report, including:
The top 10 ranking
Creator stats and brand-by-brand strategy
Engagement benchmarks
Global influencer trends
