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Gartner L2 Digital IQ Index
The "athleisure" trend continues to divide the growth prospects of brands focused on Activewear versus the wider Apparel sector. While Nike and adidas still lead in global sales, Under Armour's rocketing growth helped usurp the #2 spot in U.S. market share. While slow movers on e-commerce, the "big three" are now actively positioning themselves as fitness tech companies, aggressively expanding their mobile app offerings and overall user base. Despite the momentum of select brands that are actively integrating vertical retail channels, the wider sector lags on a number of digital basics, including in-store inventory visibility and mobile offerings that push to purchase.