From AI search to traditional search – discover the complete sportswear landscape

Sportswear Intelligence

Sportswear sector intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys. Dashboard data is updated weekly, with expert market insights and analysis published monthly.

Market: UK & US
Search environments: Google search and AI conversational platforms
Categories analysed: Womenswear | Menswear | Kidswear | Non-gender specific | Shoes & Trainers | Accessories
Search dataset: Long-tail informational and transactional queries reflecting real consumer research, product comparison and purchase behaviour
Dashboard refresh frequency: Weekly
Market insights publication: Monthly

What’s included in the sportswear dashboard

Explore sportswear market leaders and industry performance across the UK and US.

The sportswear dashboard combines weekly updated leaderboards, visibility trends and movement data to show how brands, retailers and publishers compete across AI-driven discovery and traditional search.

This dashboard shows who leads visibility, how positions are changing week to week, and where brands are gaining or losing ground across the sportswear market.

Each tab provides a distinct view of performance, change and opportunity.

AI Search

Understand how sportswear brands appear across AI-generated answers and conversational discovery.

Explore:

Most cited sites across AI responses
Brand mention share showing which sportswear brands dominate AI visibility
Site presence rankings with movement and WoW change indicators
“New” entries highlighting brands newly appearing in AI results
Brand mention distribution across the competitive landscape
Brand mention distribution by category (e.g. trainers, activewear, footwear, gym wear, sports apparel)
Brand sentiment across AI-generated answers

This helps you understand how your brand is represented in AI-driven conversations, which publishers influence visibility, and where brands are being included or excluded from sportswear discovery journeys.

Traditional Search

Analyse sportswear market leaders across Google search using detailed visibility and ranking data.

Explore:

Sportswear leaderboards showing Share of Voice and weekly movement
“New” entries highlighting brands entering the top search results
Most gained and most conceded visibility over time
Category-level breakdowns across key sportswear segments
Search demand trends showing peaks, declines and seasonality
SERP feature ownership across AI Overviews, shopping results, video, images and more

This shows how search visibility translates into market leadership, highlighting where brands are gaining attention and where opportunities exist to increase share of voice.

UK / US Market Comparison

Switch between UK and US markets to compare sportswear market leaders, visibility trends and brand performance across regions.

Explore differences in search demand, competitive positioning and category-level performance to identify regional leaders and growth opportunities.

What sportswear statistics are included in this dashboard?

The sportswear dashboard includes sportswear industry statistics across AI search and traditional search, including:

Google search visibility data
AI citation insights from LLM platforms
Brand mentions and sentiment within AI-generated answers

These datasets highlight sportswear market leaders, publisher influence and brand performance across the UK and US.

How does Pi Datametrics identify sportswear market leaders?

Sportswear market leaders are identified based on visibility across traditional search results and AI-generated answers.

This includes share of voice, brand mentions, sentiment trends and presence across key SERP features and AI platforms.

What does “New” mean in the leaderboard?

The “New” label highlights sportswear brands that have recently entered the top results for the first time in the latest reporting period.

This reflects increased visibility across search or AI results and helps identify emerging brands and shifts in consumer demand.

What is Share of Voice in the sportswear dashboard?

Share of Voice measures how visible a sportswear brand is across a defined set of search queries.

It reflects how often a brand appears in search results relative to competitors, helping identify which brands dominate visibility.

How is AI search visibility measured?

AI visibility is based on how often sportswear brands are cited, mentioned or recommended within AI-generated answers.

This includes tracking brand presence across conversational platforms and understanding how brands appear in product discovery and performance-driven searches.

Does this dashboard include both UK and US sportswear data?

Yes. You can switch between UK and US markets within the dashboard to compare sportswear market leaders, visibility and brand performance across regions.

How often is the data updated?

The dataset is updated weekly to reflect changes in traditional search visibility, AI citations, brand mentions and sentiment signals across the sportswear sector.

Why is my brand not shown in the dashboard?

The dashboard displays a sample set of sportswear brands.

Pi Datametrics tracks thousands of brands across traditional search and AI visibility.
Book a demo to explore the full dataset and see how your brand performs.

Sportswear Intelligence Insights

Updated monthly using Pi’s Sector Intelligence data across AI and traditional search visibility. The dashboards are refreshed weekly, while monthly insights highlight the most significant shifts, emerging trends and visibility changes shaping the sportswear market. Explore the latest developments in brand discovery, retailer visibility, athletic fashion trends and performance apparel search behavior across AI and traditional search. Previous monthly insights are archived below.

Month: May 2026

UK Market Insights

Sports Direct generated the highest overall sportswear search visibility in the UK during May, ahead of both Nike and Adidas, highlighting the growing influence of multi-brand retailers in sportswear discovery.
Nike remained the dominant brand across trainers and footwear searches, reinforcing the continued importance of branded demand within the sportswear market.
Across traditional search, Schuh emerged as the fastest-growing sportswear retailer during May, while Lululemon and ASICS strengthened their visibility across key sportswear and footwear searches.
Reddit, specialist sports publishers and creator-led content continue influencing sportswear research journeys, particularly across AI Overviews, video results and People Also Ask features.
Search demand remains heavily concentrated around footwear, with trainers accounting for a significant share of overall sportswear visibility and competition.

US Market Insights

Nike remained the clear leader across US sportswear search visibility during May, generating significantly more visibility than Adidas and most competing brands.
Under Armour and Lululemon generated the highest share of AI brand mentions, indicating strong visibility across conversational and AI-driven sportswear discovery journeys.
Amazon continues playing a major role in sportswear search, appearing prominently across product, accessory and comparison-based searches alongside traditional sportswear brands.
Reddit, Google and major publishers continue shaping sportswear research behaviour, reinforcing the growing influence of community-driven recommendations and editorial content.
Brand sentiment remained largely positive across leading sportswear brands, with Nike, Under Armour, Lululemon and Vuori all receiving strong positive mention scores in AI-generated conversations.

Want to know how your brand performs?

Explore how your brand ranks across traditional search, AI visibility and brand health signals within the sportswear sector, alongside your key competitors inside the Pi platform.

Book a demo to see your data

Sportswear industry reports and market analysis

Alongside live sportswear market trends and sportswear market share data, we publish detailed sportswear industry reports exploring demand shifts, competitive positioning and AI search visibility. These reports provide structured insight into sportswear brands market share and performance, helping brands, retailers and analysts understand the competitive landscape.
Explore all sector and market analysis reports →

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Sportswear Intelligence