EXECUTIVE SUMMARY
Active lifestyle brands—rooted in movement, wellness, and outdoor culture—span categories from technical gear and equipment to performance apparel and footwear. In 2025, these brands are navigating rising costs, market volatility, and shifts in consumer behavior and spending. Despite modest rebounds in consumer sentiment in Q1, confidence remains fragile as we enter the back half of the year. The U.S. Consumer Sentiment Index spiked +16% MoM in June, but anxieties around inflation, job stability, and global unrest continue to tamp down sentiment—keeping it well below its historical average.
Faced with economic pressure and growing uncertainty, consumers are becoming more selective and value-driven in their decision-making. Price-sensitive consumers are increasingly seeking transparency, flexibility, and business practices that align with their values. Some brands, like Cotopaxi, have reaffirmed their commitment to those values—publicly addressing the impact of tariffs while pledging to keep prices steady, while simultaneously reinforcing trust through transparency and principled leadership.
Fortunately, despite all of these headwinds, plenty of opportunity remains. Strategic, values-led digital marketing can unlock sustainable growth, strengthen brand equity, and build lasting loyalty for active lifestyle brands in 2025. In this report, we’ll explore the key trends driving the category right now, and share proven methods for strategic media development, implementation, and measurement.
