To kick off the year, we launched our annual Activewear campaign - a moment that celebrates intentional movement, everyday wellness, and reinforces ASOS as the stylist for every way our customers move. Now that our work is out in the world, it feels like the perfect time to pause and look back at what we delivered together.
This year, our ambition was simple: bring together multiple activewear brands under one clear, ASOS-led narrative to drive engagement and consideration across the product category. Throughout the campaign, we spotlighted our biggest sportswear partners - NIKE, adidas, ON, Under Armour and our newest arrival, Sweaty Betty - alongside our own 4505, now live with refreshed direction (with even more to come later this year).
And what an exciting start to the 4505 refresh! The brand became our number one activewear label in January and stayed one of the top prime brands across the whole business.
Standout products included the new sculpt leggings, the sculpting long-sleeve zip-through, and the premium run cinched jacket in womenswear. Plus, the 5-inch training shorts and muscle base layers in menswear.
We also saw more new customers shopping activewear, helped by the launch of our two exclusive adidas EVO SL running shoes, which landed strongly across both womenswear and menswear. Long sleeve zip-throughs and the colour brown performed well across categories, too.
Behind the scenes, this was a huge cross-functional effort delivered through our new Creative Process, bringing together AMG, Central, Commercial, Social and Studio Creative to land a cohesive, ASOS-first story. Thanks to brilliant collaboration and the confidence we’ve built with our partners we’ve strengthened our position as a serious player in the activewear space and the best news is, there’s still even more to come!
A huge thank you to every team involved. Your collective work has set the bar high and positioned us well for future activewear moments.