Athleisure Black Friday Benchmark

How would you plan Holiday 2026 differently if you knew exactly what your peers did in 2025?

That's the question this report is built to answer. Over 13 weeks of Q4 2025, ShopVision tracked every promotional move made by 19 of the top athleisure brands in the market—when they launched, how deep they went, which categories they put in the spotlight, and how they used email and non-discount mechanics to show up during the busiest selling window of the year.

What follows is a peer-informed playbook: not a set of prescriptions, but a clear picture of what the market actually did—so you can make sharper decisions about what you want to do next.

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What's inside.

• Executive Summary (p. 2) — What the market actually did in Q4 2025, and what it means for your 2026 planning

• 01: Black Friday timing (p. 3) — One brand broke from the pack. Find out who moved early, and whether it paid off.
• 02: Discount mechanics (p. 7) — Not every brand competed on price. See the four different ways athleisure anchored their Black Friday offer.
• 03: Category spotlight (p. 11) — Some categories owned the moment. Others were conspicuously absent. Find out which was which.
• 04: Loyalty programs (p. 14) — A few brands used membership as more than a perk. See how the smartest loyalty plays were structured.
• 05: New product timing (p. 16) — Dropping new product during a sale is a margin risk. Here's how 19 brands navigated it—and one that turned it into a headline.
• 06: Flash sales (p. 19) — When the BFCM buzz faded, some brands kept the calendar moving. See who used flash—and who used it best.
• 07: Email cadence (p. 21) — The busiest inbox in the peer set belonged to the brand you'd least expect. Find out why.
• 08: Post-Christmas clearance (p. 23) — Almost every brand went deep on clearance. The real story is in how they framed it.
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