My study aimed to investigate how challenger brands in the sportswear industry operate within a competitive environment. It proposed to achieve this through analysing the marketing strategies, industry effects, and adaptability of sportswear challenger brands.
I reviewed existing literature on challenger brands and sportswear brands before undertaking a mixed-methods primary research approach. I implemented expert and industry interviews to provide necessary insights into the operations of sportswear challenger brand. I also undertook a social media engagement rate analysis to compare sportswear challenger brands with market leaders.
The findings of my study concluded that sustainability and challenging industry norms are essential concepts to sportswear challenger brands. The data also led me to suggest that social media is the most crucial marketing strategy for sportswear challenger brands. Industry participants expressed that they had their designs mimicked by other companies, and a divide in results was recorded by the researcher about coronavirus pandemic adaptability.