The Iconic GM of sport, beauty, home and commercial transformation, Joshua Nunan, reveals the top brands listed on the platform, the key sporting categories for 2024, as well as a growing Gen Z movement for the year ahead.
What new sportswear brands has The Iconic signed this year?
Our strategic priority is to focus on delivering holistic sport and wellness brands to our customers, and our team is always looking to broaden our extensive assortment.
For our female customers, we have recently welcomed new international activewear brands, including Vuori and Splits59, and we will soon launch US brand Free People Movement. Offering our customers access to exclusive products is also an important part of our strategy, and this year we have collaborated on collections with Adidas, P.E Nation, Reebok, and Pinky & Kamal.
For our male customers, we have been closely monitoring the golf trend and curated a fashionable edit with the leading global brand in this segment, Malbon. Additionally, we will add Australian favourites Birds of Condor and Rivvia Projects to this edit over the next month.
How do you decide which sporting brands and products to carry?
We are always looking for brands that can help us deliver on our customer strategy, and I am fortunate to have a very talented team to do so. Currently, our key focus is offering the best assortment in the market of stylised sports. Using data and analytics, we know the activities that resonate most with our customers are running, walking, gym, pilates, and yoga, so this is where we apply our energy.
What are the top selling brands this year?
We are honoured to have the world's leading brands within our assortment. Reflecting global demand, Nike, a significant strategic partner for us, leads the way. We have embraced the dominant Adidas terrace sneaker trend and sold huge volumes this year, benefiting from having Adidas on a hybrid model to maximise our offering to our customers across both wholesale and one of our platform services, marketplace dropship. One of our largest growth areas this year has been in performance running, with brands such as Hoka and On delivering phenomenal growth.
What are the most popular sporting categories for The Iconic in 2024?
Our lifestyle sneaker business has traded incredibly well this year as customers look for comfort with style. We are well-positioned to maximise this market opportunity, having a dedicated fashion customer choosing sneakers over heels more than we have seen historically. Our market-exclusive Adidas terrace sneakers have been a huge success, offering key franchises such as Samba, Spezial, and Gazelle.
Additionally, our wellness segment has become a strategic focus. Following the successful launch of our campaign in Byron Bay this month, we are excited to build on this momentum. This segment encompasses categories such as fitness apparel, yoga & pilates gear matched with wellness products from our beauty assortment.
We're thrilled to have carved out such a unique niche in the market. We're eager to build on our success and grow our offerings in these key areas.
Has the current macroeconomic climate changed the way you manage the sporting category?
Yes, definitely. We have needed to be creative and offer customers value through differentiation projects. We carefully worked with our partners to deliver collections that represented our customers best through fashionability, yet also ensured that it was more affordable in RRP. We have some exciting projects in place to further expand this initiative in 2025.
What are the notable consumer trends now and ahead across sports?
In 2024, the sportswear market was shaped by trends that blended fashion with functionality. Elevated, street-style sweats became popular as traditional activewear was paired with stylish, everyday pieces, creating a versatile athleisure category. The terrace sneaker trend also surged, driven by the global appeal of retro, minimalist footwear, often boosted by collaborations between sportswear and luxury brands. The rise of run clubs brought running into the cultural spotlight, increasing demand for running outfits that combined performance with style.
Looking ahead, we observe a growing movement among Gen Z consumers seeking to reduce stress through gentle exercise, mindfulness, and healing. Additionally, sneaker trends are shifting toward 70s-inspired running silhouettes and more refined low-profile designs. Meanwhile, the popularity of more accessible sports like padel, pickleball, and community training clubs continues to accelerate. By aligning with these trends, The Iconic is well-positioned to maintain its competitive edge, emphasising technological advancements, inclusivity, and personalised customer experiences.