Throughout the active lifestyle industry, the big one is being renewed.
After years of priority to digital transformation during and after COVID, the leading brands now put new energy in strengthening their retail partnerships. Although Wholesale still explains the majority of retail transactions, the way brands appear in stores evolve.
In 2025, success is not only in winning the shelf space or being present in stores. This is how brands collaborate with retail partners to lead the sale and appear in the moments that matter the most. This includes the way they engage with front line staff, how product stories are shared and the ease for partners to make the right recommendation when the customer is ready to buy.
Buyers arrive more informed than ever, but 63% always walk undecided on the product to buy. This moment when they turn to a partner and ask, “What would you recommend?” There remains one of the most powerful opportunities for the brand’s influence.
Brands that succeed roughly refine the way they appear in store thanks to lighter messages, more efficient training tools and stronger daily connections with the ground. These efforts help store teams with confidence to speak to the product, recommend it and create a more personal and connected experience for buyers.
How the main brands of active lifestyle appear differently in 2025
From shoes and packs to optics and outdoor clothes, active lifestyle brands revisit their roughly approach with a renewed objective:
- Altra Strengthens its link with Specialty Run and Outdoor stores, with a renewed accent on education and store support.
- Black diamond Grew North American Wholesale by doubling the basic partnerships and retail.
- Mountain hardwear The REBRAND has gained ground in specialized stores, where staff could share the update history directly with customers.
- Known exterior,, The north faceAnd Birkenstock Improve the way their products appear in retail, from merchandising to narration through the activation of staff.
- Even NikeWho has roughly reduced in favor of its own DTC channels, actively reconstruct the key partnerships of retail, recognizing the value and scope that wholesale continues to deliver.
What connects these movements is a renewed accent on store experience, how the brands tell their story and present their products to the way they equip and support people who give life on the ground.
The store floor continues to be one of the most influential spaces in retail
The purchase path today is more diapers than ever, covering digital campaigns, influence content, community engagement and store experience. Each contact point shapes the way customers discover, assess and choose a product.
The big brands support retail teams in a way that makes these last moments in store more impactful:
- Make knowledge of products that are easy to access and share.
- Offering rapid and digestible training for seasonal or technical equipment.
- Motivate teams with appropriate and relevant incentives and rewards.
- Ensuring messaging and screens are aligned and consistent.
The moment that a buyer requests a recommendation is one of the most important in retail and the brands that are in the lead for the partners at that time are those who win.
How endvr helps brands support store soil
While more and more brands are continuing to focus on their large channels, platforms like Endvr facilitate the connection with people who influence the final decision of buyers: sales partners.
With EndvrBrands can:
- Share the education of products adapted to mobiles.
- Launch campaigns that reward partners for training, sales or display execution.
- Keep consistent messaging in all stores.
- Follow the store performance and associate real -time engagement.
These tools help brands remain relevant on the store’s floor – ensure that partners have what they need to talk with confidence of the products they recommend.
Start supporting the store’s floor in 3 single steps
Step 1: Join the Endvr network (free)
Create your brand profile and start creating visibility with retail partners.
With your free account, you can:
- Add your short brand logo and video.
- Share updates on the news feed.
- Invite the retail partners to join.
- Create a presence on your network of stores.
Step 2: Launch and apprenticeship (Pay-As-You-Go)
Launch your first campaign to educate, encourage and motivate partners.
- Start with sales incentives, digital education or store display controls.
- Test what works best for your brand and your retail partners.
- Scale as your campaigns see the results.
Step 3: Impact scale (annual plan)
Put on to grow more quickly with features and premium support.
- Unlock the preferred rates and deeper information.
- Optimize campaign performance.
- Get strategic support from the ENDVR team.
In a year when each dollar and recommendation count, outdoor brands and intelligent shoes do not back down; They double. Not only by presenting yourself in stores, but by presenting yourself better. The brands which will win in 2025 will be the ones that will facilitate sales to tell their story, recommend their equipment and help customers put themselves confident in their purchase. Because at the end of the day, it is not only a question of knowing where your product is on the shelf, it is who puts it in the hands of the buyer.
