Retail strategist Emma Easton of RetailOasis was featured in The Sydney Morning Herald discussing shifting consumer preferences in the sportswear market. As Nike faces declining relevance, brands like Adidas and New Balance are gaining traction by combining innovation, authenticity, and heritage. Easton highlights that today’s consumer seeks cultural relevance and originality, rewarding brands that balance performance credibility with fashion appeal.

RetailOasis Director Trent Rigby joins The Sydney Morning Herald to discuss the $13 billion activewear market. As ASICS leads performance, Lululemon champions the “social athlete,” and boutique brands like Aje Athletica and Nimble thrive on authenticity. Rigby says today’s winners merge performance, style, and community.

Nike Australia’s sales fell to $922.7M, with profits dipping to $13.2M, as global struggles impact the brand’s market share. Competitors like New Balance and On Running are gaining ground, while Nike’s US direct-to-consumer strategy faces backlash. RetailOasis’ Trent Rigby highlights the challenge: “Will they make Nike cool again?” Incoming CEO Elliott Hill aims to restore brand relevance and drive growth globally.