Here’s What Brands can Learn from Nike & Adidas’ Digital Disruption Amidst COVID-19

Examining the increasingly digital, personalized sportswear market.

As with many retail sectors, the 2020-21 sportswear faced some unprecedented changes due to COVID-19 — both from customers and the market at large.

For starters, COVID’s impact can be seen in changing consumer values. On a surface level, demand for athleisure increased. The pandemic forced stay-at-home orders and work-from-home set-ups that naturally led people to ditch the buttons and collars in favor of comfort. And this comfort frequently manifested in athleisure — what with its multi-purpose functionality and often sleek vibe.