When it comes to sportswear, sneakers take the lion’s share, micro influencers are the way to go and it’s redefining the boundaries of fashion, according to the inaugural Launchmetrics report released Wednesday.
Launchmetrics described the former as “a powerful synergy” that “not only elevated the perception of sportswear but has also generated a significant impact on the fashion landscape,” with an overall $96.5 million in total MIV for the year. The Italian luxury house’s announcement post alone accounted for $749,000 in MIV.
The hookup “serves as a prime example of how strategic collaborations can leverage the strengths of each brand to create innovative offerings that resonate with target audiences and drive business growth,” said Launchmetrics. Tennis champion Serena Williams and the $369.94 million in MIV garnered for 2022 were singled out as “a powerful example of advocating for BIPOC women in male-dominated sports by showcasing their talent, resilience, and breaking down barriers.”and Adidas came out on top by far among the 20 most powerful brands in sportswear in 2022 according to Launchmetrics, garnering respectively $2.6 billion and $2.15 billion. In contrast, third-place New Balance racked up nearly five times less, at $435.
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