The booming global athleisure market is driven by rising consumer demand for stylish and eco-friendly apparel. Against this backdrop, adidas and Under Armour are seizing the opportunity to continue to differentiate themselves amongst a sea of competitors, embracing innovation, sustainability, and strategic marketing to further burnish their blockbuster brands.

An environmental pioneer for more than two decades, adidas has pledged to make 90% of its products sustainable—defined as incorporating recycled, remade, and regenerative materials—by year’s end. It’s also melding eco-awareness with cutting-edge technology in innovations like its “4DFWD” 3D-printed running shoe, which features 50% recycled content. Last June, the brand signed on as a sponsor of MLS’ Nashville SC’s “Greener Goals Starting XI” initiative, a multiyear alliance that will focus on helping Nashville meet its citywide sustainability goals over the coming decades. 

The brand’s partnerships with superstar athletes—Lionel Messi, Patrick Mahomes, and Damian Lillard among them—showcase both its deep pockets and its social media savvy. These high-profile endorsement deals helped fuel adidas’ 263M branded social media engagements over the last 12 months, demonstrating its ability to consistently generate brand buzz despite hiccups like the controversial end of its Yeezy line in late 2022 and the conclusion of its NHL uniform deal last season. 

Under Armour, meanwhile, is undertaking a strategic transformation as it prioritizes fashion-forward sportswear designed to appeal to Gen Z—a pivot exemplified by collaborations with high-fashion brands like Balenciaga and the launch of its edgy 2025 collection. With more than 70% of its branded engagement generated by three key endorsers—Steph Curry, Antonio Rudiger, and Dwayne “The Rock” Johnson—Under Armour’s approach differs distinctly from that of smaller competitors like Gymshark and Alo Yoga, which boast more diverse influencer portfolios.

Insights from SPND—the industry’s only solution for sponsorship pricing transparency—confirm that adidas and Under Armour are reshaping the competitive landscape. adidas leads Under Armour in sponsorship spend across major pro sports and the Power 5, while Under Armour is strategically increasing its marketing investments to strengthen long-term brand equity. As they utilize different tactics to jockey for position in the ever-evolving athleisure market, only time will tell how this epic battle ultimately plays out.