2026 JANUARY ISSUE
MARKET INTELLIGENCE
SHORT READ
| PART 1
Written by Andrew Sia
Share this article !
From the Desk of the Publisher
There are three parts in this writeup. The first part is dedicated to the sports brands which we should all be very familiar. The second part is dedicated to the most popular brands in lingerie. We are no strangers to many of these famous brands. The most important part comes the third part. It is talking about all those smaller brands and they all have very creative designs. You can discover that they are coming from all over the places—the U.S., UK, the Netherlands, France, Minsk, Australia, and Moscow.
I hope that this report can inspire us to be more creative and also look for the niche.
Ranking Sportswear Brands in 2025
Ranking Sportswear Brands in 2025 is important for our marketing analysis. The study is taking the market snapshot, and this report created clusters by perceived strength across product performance, brand positioning, market acceptance, and most important that these all derived at the customer’s preference.
Rankings are opinionated as perception for each brand is important. We can use this report to decide for ourselves where we would like to position our own brand.
Tier One belongs to the top echelon – Nike, The North Face, ASICS, and Adidas
Nike continues to lead with its awareness of ecosystem and market demand, although throughout the year it has been challenged by the market without reporting the same growth as previous years.
The North Face is known for its premium, expedition-tested outdoor brand. Its urban fashion and high-performance gear with its mantra — “Never Stop Exploring” place the brand in the high position for its urban consumers.
ASICS is known for its legacy of its performance, and it celebrated its 76 years as of 2025. It continues to grow from strength to strength with its high performance.
Adidas is a global sports brand with German origin. Known for its high-performance athletic and casual footwear, apparel, and accessories. Adidas is the world’s third-largest sportswear manufacturer.
Tier Two belongs to high performers – Puma, Air Jordan, New Balance, and Hoka
Puma is a German sports brand, and it is the world’s third-largest sportswear manufacturer. It was founded in 1948.
Air Jordan is a premium line of basketball shoes, apparel, and accessories produced by Nike, in partnership with NBA legend, Michael Jordan. It was first released in 1984. Its iconic “Jumpman” logo and innovative designs are featuring Nike’s Air cushion technology. The brand is generating $7 billion revenue annually.
New Balance is an American footwear and sports apparel company founded in 1906. It originally started as a company supplying orthopedic products. Known for quality and comfort, and it is fashion-forward collaborations with Miu Miu, Aimé Leon Dore. It is made in USA/UK attracts customers.
Hoka Was founded in 2009 by French trail runners and it is experiencing a cushioned, and smooth athletic shoes for running experience. The name can be translated “to fly over the earth.”
Tier Three belongs to popular brands – Lululemon Athletica, Under Armour, Columbia Sportswear Company, Oakley, Gymshark, and Converse
Lululemon Athletica was found in 1989 by Chip Wilson in Vancouver, Canada and the company was initially known for its yoga wear. Over the years the company expanded in product ranging from apparel to accessories, and marketing lifestyle as well as its products. The boardroom imploded by its former founder with its board resulting the company to take a deep dive for its share. The slow in selling its products created an overstock situation that resulted the company to cut its prices.
Under Armour in best known for pioneering performance apparel with moisture-wicking character. The brand is synonymous with innovative fabric technologies like HeatGear® and ColdGear®.
Columbia Sportswear Company is a global leader in design, sourcing, marketing, and distribution of outdoor and active lifestyle apparel, footwear, footwear, accessories, and equipment.
Oakley is an American brand founded in 1975 for high-performance sportswear, eyewear, and equipment. Its Prizm lens technology holds over 600 patents.
Gymshark is a British fitness apparel and accessories brand, and it is a leading direct-to-consumer retailer. It is known for high-performance gym wear and has a strong social media community.
Converse is an iconic American lifestyle brand and a subsidiary of Nike. The brand was founded in 1908 and known for creating classic and versatile footwear. It was also focusing on basketball and has now diversified into a global symbol of rebellion, creativity, and casual fashion.
Hot Brands for Lingerie in 2025
We are not ranking them here in our report. It is an analysis from our observation for multiple brands out there. We decided to create a report as the following. Lingerie is the reflection of our lifestyle, and it provides confidence and comfort to the wearers. It is something that we are wearing daily, and these elements are very important.
Playful Promises is “family oriented” — The brand is founded and run by women, focusing how modern women should look upon themselves, the bodies, and sensuality. The “family” is composed of lingerie, swimwear, and activewear brands offering innovative, design-led options and a range of body types. Collectively they covered 80 sizes and cover US dress sizes 4-24. Playful Promises was founded in London by Emma Parker in 2004. Its brand portfolio included Playful Promises, Wolf & Whistle, Bettie Page, and Luxe Palm. They work with British high street shops, including Arcadia, River Island, Whistles, and ASOS.
Skims is “everyday sexy” — The brand was introduced in the market in 2019 by the renowned Kim Kardashian. Since then, it has been staying under the spotlight. It carries a full-size range and has every shape, tone of colors, and style from bodysuits to corsets and lacy intimates.
Savage x Fenty is “lingerie for everyone” — The brand was launched in 2018 by Rihanna with the inclusive sizing, without missing the design of its sexy look. It gives the confidence, individuality, and real-life sensuality.
Intimissimi is “classy elegance” — This global Italian brand carries intimates and lingerie founded I 1996. It is part of the Oniverse, formerly known as Calzedonia Group. It has over 1,700 stores in 54 countries, carrying bras, briefs, lingerie, sleepwear, and knitwear for women and men. It often features high-profile brand celebrity like Jeniffer Lopez.
For Love & Lemons is “provocatively playful” — It is a Los Angeles-based, women-led fashion brand founded in 2010. It features a bohemian-luxe aesthetic, and has an exclusive partnership with Victoria’s Secret, which serves as its primary retailer since 2019.
ThirdLove is “everyday fit and comfort” — The “three loves theory” represents a mature, unexpected, and lasting partnership based on deep commitment, shared values, and mutual trust. It is considered the “true love” arrives when you are emotionally ready, and the brand offers comfort and security that feels effortless. The brand is very philosophical in its introduction, first love can be idealistic, second love can be intense and painful, but third love is grounded, focused on longevity, and in some cases, characterized by emotional and physical synchronicity. The brand is also known for its “half-cup sizes.”
Cuup is “sexy minimalism” — The brand is designed for both modern and timeless, minimal and supportive. The bras are crafted in luxurious fabrics and try to accommodate a dynamic sizing system with great fit and support across 53 sizes.
Cosabella is “timeless and consistency” — It is an Italian family-owned lingerie and apparel brand. It was founded in 1983 and known for using of traditional Italian craftmanship with modern and colorful designs. Its products ranging from intimates, loungewear, and swimwear. Products are made in Italy, featuring high-quality lace and it is known for its popular “Never Say Never” collection.
Adore Me is “best for value and good” — It is a New York-based, operating on digital platform. It was acquired by Victoria’s Secret in 2023. It has a complete range of affordable lingerie, bras, underwear, and loungewear. It is also known for its inclusive range and offer a monthly VIP membership features diverse styles and an “Elite Box” for at-home try-on service.
Bluebella is “statement making” — It is a London-based, British luxury lingerie and nightwear brand found in 2005 and known for its fashion-forward, seductive lingerie, including bras, briefs, and basques. It focused on modern, elegant, and often sheer and strappy designs using intricated embroidery and, in some cases, incorporating lingerie as outerwear. It is known as affordable luxury and products can be bought online, or through major retailers like Nordstrom, ASOS, and Victoria’s Secret.
Free People is “boho-chic” — It is often branded as “Intimately FP” and it is a bohemian-inspired intimates featuring romantic, delicate, and often sheer designs meant to be seen. It emphasizes on comfort and style and offering soft bralettes, lace panties, bodysuits, and loungewear.
Lingerie Brands That Cannot be Missed
We are also featuring companies here, most of them are smaller brands. These are brands that have the potential to takeoff in the new year.
Commando — It is a Vermont-based luxury intimate apparel brand founded in 2005 by Kerry O’Brien, renowned for pioneering “raw-cut,” seamless, and elastic-free undergarments. It is offering underwear, leggings, bodysuits, and in 2024 introduced a men’s line. “Going commando” is a slang idiom meaning to wear no underwear underneath’s one’s clothing. This phrase likely originated from military, where soldiers (commandos) sometimes dispensed with underwear for practical reasons, such as going into trench during battle. Currently the practice is chosen for comfort, convenience, or to avoid panty lines.
Spanx — It is an American shapewear and apparel brand founded in 2000 by Sara Blakely in Atlanta, Georgia. It started by revolutionizing the undergarment industry with footless pantyhose and extended into bras, leggings, denim, and swimwear. In 2021, Blackstone acquired a major stake in the company.
Kiki De Montparnasse — It is a luxury lifestyle brand rooted in lingerie and sexual wellness that inspired confidence, independence, and imagination, while celebrating intimacy. It was first launched in New York in 2005 by Jennifer Zuccarini and Andrew Pollard as an experimental lingerie experience seeking for a refined perspective on sensuality and seduction, and it quickly built into an iconic reputation. Its deliciated pieces are handcrafted in New York City by atelier with couture-like precision. Kiki de Montparnasse (1901-1953) was a celebrated French artist’s model, painter, singer, actress, and memoirist who reigned as the “Queen of Montparnasse” during the 1920s Bohemian scene in Paris. Today, Kiki de Montparnasse lingerie is known as more than lingerie, it connects intimacy and confidence. It includes everything from bridal lingerie to “items of pleasure.” It is also known as a “love rendezvous.”
Cou Cou Intimates – It was founded in 2021 and based in London by Rose Colcord. It set out to bridge the gap between sensible underwear and sexy lingerie, and design for embracing the idea that women shouldn’t have to choose between looking good and feeling comfortable. Its range includes briefs, thongs, dresses, and T-shirts, all crafted from soft, 100% GOTS-certified organic cotton and finished with French lace.
Fruity Booty — It is a London-based lingerie brand, and the brand was founded by Hattie Tennant and Minna Bunting in 2017. The founders’ intention was to create a lingerie that felt like a women’s extension for personal style rather than something hidden underneath. Its lingerie line-up includes sexy sheer pieces, printed balconette bras, lacy boxer shorts, full-coverage briefs and cheeky thongs. It is offering a range with contrasts of styles that they are meant for mix-and-match. It has a long list of celebrities following the brand.
Agent Provocateur — It is a British luxury lingerie brand founded in 1994 by Joseph Corré and Serena Rees. The brand was renowned for its daring, provocative, and high-quality designs. The brand aims to empower women. The products include swimwear, nightwear, corsets, bridal wear, and accessories. The brand was purchased by Four Marketing in 2017.
Dora Larsen — It is a UK-based independent lingerie brand founded in 2016 by Georgia Larsen. It is known for combining vibrant, contrasting colors with comfortable, contemporary, and sustainable designs. It is using recycled materials and soft materials and recognized for its unique playful aesthetic and focused on self-empowerment.
Understatement — It is a Stockholm-based lingerie brand launched in 2017. The brand aims to empower women by offering comfortable, non-strictive, and stylish underwear and swimwear that embraces all body types. It often uses soft mesh materials and bold designs. Its styles very often include bright, bold pieces made from mesh and feathered lace that are sexy and playful. Approximately 40% of its collection is made from sustainable fibers. Also, the productions are taking place in a female-run factory in Latvia.
Nudea — Founded in 2019 in London by Priya Downes, Nudea specialized in more sustainably made, comfortable, and well-fitting underwear and sleepwear. Its range includes the ultra-soft organic cotton rib as well as sheer balcony bras which covered in cup sizes ranging from A to GG. Nudea is a B Corp certified company using recycled materials, featuring transparent supply chains, and runs a bra recycling program in partnership with TerraCycle. It also created a 60-seconds online “fit-quiz” and custom fitting tapes to help customers to find the right size at home. It carries inclusive sizing for bras ranging from 30A to 38E, and even up to HH in some cases. For knickers, it offers sizes in XXS to XXL.
Kat the Label — It is an Australian based, female-founded lingerie and sleepwear branded established in 2015 by Kat Nixon. It focuses on intimate apparel using soft lace, intricate embroidery, and comfortable designs. It is aiming to empower women to feel confident, intimate, and stylish in their everyday life. The brand gained significant international recognition after worn by Kylie Jennifer in 2023. While it is based in Melbourne, Australia, the brand is operating a strong direct-to-consumer online business that has extended into the U.S., UK, and other European countries. The brand is also helping organization for Aboriginal and Tores Strait islander women.
Love Stories — It is an Amsterdam-based lingerie brand founded in 2013 by Marloes Hoedeman. It is known for its mix-and match, comfortable, and stylish intimate apparels designed for women. It emphasizes comfort over restrictive styles, featuring soft-cup triangle bras, bralettes, and briefs made with lace, silk, and satin. Its signature styles are the “Love” lace bralette, and “Wild Rose” briefs.
Nénés Paris — A French brand founded in 2018 by Margot Dargegen, focusing on recycled and upcycled fibers, such as plastic bottles, and GOTS-certified organic materials. It states the 98% of materials being sustainable, including organic cotton for instance. The brand known for its Mediterranean, bohemian, and retro-inspired designs, for “poetic” look, as described on Nénés Paris. It is featuring exclusively soft materials. Its products are made in Europe, in countries like France, Portugal, Spain, and Italy.
Merci Lingerie – It is based in Belarus, Minsk, and using the best European fabrics. Using the artisans to produce the collection but selling at an affordable price. It gains success in Europe, and it is coming to the U.S. market.
Cloud Blvd Lingerie — It is an Australian boutique lingerie label known for its “ethereal” and feminine designs. The brand focuses on creating intimate apparel that emphasizes femineity rather than traditional the “male fantasy” styles. Its product range covers underwire bras, bralettes, bodysuits, corsets, bustiers, and accessories. It is located in the Queen Victoria Building in Sydney. Products are sold in-store, and online, and offer world-wide shipping.
Fleur du Mal — Founded by Jennifer Zuccarini in 2012. It is a New York-based luxury and ready-to-wear brand. Known for its “naughty flower” aesthetic, and combines delicate French leavers lace with provocative, boudoir-inspired designs. It is offering high-end intimate apparel, corsets, bodysuits, and loungewear to empower women. The brand is popular among celebrities like Bella Hadid, Victoria Beckham, and Emma Roberts. The line of products is available through their own boutiques in New York in SoHo and Williamsburg, and Los Angeles, and online.
Daniil Antsiferov — It is independently owned and operated by its founder and creative director, Daniil Antsiferov, and it is established in 2009. Its production facilities and showroom are located in Moscow, Russia. The brand produces high-end, provocative apparel that blurs the line between lingerie and ready-to-wear. It is using signature lace, transparent fabrics, and sculpted corsets designed to act as “living sculpture.” Its aggressive femineity with delicate, romantic, and often transparent materials, suitable for both lingerie and bold evening wear.
