L2 Digital IQ Index
The 2015 Digital IQ Index: Sportswear assesses the digital performance of 59 Sportswear brands in the United States, spanning three product categories: Footwear, Apparel and Accessories. While Index brands have benefitted from the significant outperformance of activewear the last three years, this trend has attracted new competition from fashion brands. In response, Sportswear brands have escalated their ad wars by promoting traditional brand marketing at the expense of accelerating digital investments. As a result, Index brands lag other categories in e-commerce sales mix and adoption of omnichannel investments. This study examines enterprise investments, brand visibility across numerous platforms, and digital performance across key metrics.