10 Sportswear Brands on the Rise in 2024

Highlighting the ten hottest sportswear brands heading into 2024.

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As the months on the calendar flip and the years seemingly accelerate, it is easy to miss the ground shifting underneath your feet. The sports apparel and sneaker industries are in the midst of seismic changes as we head into the new year.

Traditional performance brands are struggling against upstart companies that are reshaping the space. Individual athletes and influencers have more power than ever, and the lines between sports and leisure are more blurred than ever. Below are ten sportswear brands that you must know about heading into 2024.

10 Brands to Watch in 2024

Ten sportswear brands on the rise in 2024.

Alo Yoga

Brad Penner-USA TODAY Sports

Most men had probably never heard of Alo Yoga before Miami Heat forward Jimmy Butler began representing the brand at every turn. However, ask the women in your life if they are aware of Alo Yoga, and you will receive a resounding yes.

The Los Angeles-based athletic apparel retailer is now coming after the other half of the market and making great strides. Online shoppers can check out the Aloa Yoga website to see what all the hype is about.

Asics

© Susan Mullane-USA TODAY Sports

Unlike some of the other companies on our list, Asics has been around for many decades. However, this isn't your grandfather's sportswear brand. The Japanese brand is building a growing roster of athletes, headlined by tennis star Novak Djokovic.

Additionally, Asics has a leg up on most of the competition thanks to its tried-and-true performance footwear. Our readers learn more by visiting the Asics website.

Brady Brand

Brady Brand

It is always a safe bet to invest in Tom Brady. After retiring from the NFL, the GOAT quarterback launched his brand, which is dubbed "The next generation apparel brand from Tom Brady."

In 2021, Brady Brand moved into the NIL space by signing ten NCAA athletes to deals, including a young quarterback known as Shedeur Sanders. Athletes and fans can see what the disruptive company has to offer on the Brady Brand website.

Curry Brand

Under Armour

Golden State Warriors point guard Stephen Curry changed the game for good when he signed with Under Armour in 2013. The partnership expanded with the launch of Curry Brand in December 2020.

Since then, Curry Brand has extended beyond basketball into other sports with a focus on empowering athletes. Athletes and fans can check out its footwear and apparel selection on the Curry Brand website.

Greatness Wins

Greatness Wins

UNTUCKit Founder Chris Riccobono, Derek Jeter, and Misty Copeland have assembled a superteam of athletes and entrepreneurs to build Greatness Wins. The company designs athleticwear for the modern athlete. Greatness Wins stands out thanks to its quality, durability, and sustainability. 

Plus, the upstart company recently signed Michigan Wolverines running back Blake Corum as its first-ever student-athlete ambassador. Online shoppers can see what the brand has to offer by visiting the Greatness Wins website.

Lacoste

Robert Deutsch-USA TODAY Sports

Lacoste is not some scrappy company looking to shake up the sports world; it is a well-established player in the industry. The luxury sports fashion brand was founded in 1933 and continues to find new fans with every generation.

The reason for the brand's sustained success is its timeless style and focus on performance. It does not hurt that Novak Djokovic and Daniil Medvedev represent the brand on the tennis court. Treat yourself to classic apparel on the Lacoste website.

Lululemon

© Taya Gray/The Desert Sun / USA TODAY NETWORK

Lululemon has come a long way since its launch 25 years ago. Its merchandise has expanded beyond yoga gear to include athletic wear and lifestyle apparel. The Candian-based brand has also signed professional athletes like DK Metcalf and Jordan Clarkson to ambassadorship deals.

If the next quarter-century is anything like the first, fans can expect Lululemon to assert itself as a major player in the sports world. Online shoppers can check out the brand's entire selection on the Lululemon website.

Original Penguin

Robert Deutsch-USA TODAY Sports

Original Penguin was founded in 1955, but it took some time for the American brand to find itself at the center court of the US Open Tennis Tournament. The brand was worn by celebrities and politicians for years before breaking through with the help of Arnold Palmer.

Now, Original Penguin is worn during many of the biggest moments in sports. Athletes and fans can check out the iconic brand's selection on the Original Penguin website.

Skechers

Kyle Terada-USA TODAY Sports

Skechers has its foot on the gas in all directions. The Los Angeles-based brand is quickly signing some of the top talent in golf, baseball, and basketball. (Also rap, thanks to Snoop Dogg).

While some companies try reinventing themselves, Skechers focuses on what it does best - performance at an affordable price. Athletes and fans can check out the brand's newest performance apparel on the Skechers website.

SKIMS

SKIMS

Any project that Kim Kardashian invests her time in should be taken seriously. Look no further than Skims. The apparel brand was founded in September 2019 and was valued at over $4 billion in July 2023. 

By October 2013, Skims partnered with the NBA and WNBA. Around the same time, the brand signed top athletes like Shai Gilgeous-Alexander, Neymar Jr, and Nick Bosa. See what the hype is about by visiting the SKIMS website.

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