Picture this you’re scrolling through Instagram or YouTube and suddenly see someone you follow, a trusted influencer, showing off a pair of hiking boots or running shoes they’ve been using on their adventures. You instantly think, “That could work for me!” That’s the magic of influencer marketing.
For e-commerce, especially in the sporting goods space, influencer marketing has become more than just a trend it’s a key business strategy. And in 2025, the game is evolving even further. If you sell athletic gear, camping equipment, or outdoor apparel, keeping up with the latest in influencer marketing is essential to standing out and boosting your sales.
Here’s how influencer marketing is changing in 2025, why it matters, and how you can make it work for your business.
What’s New With Influencer Marketing in 2025?
Influencer marketing has grown into a massive $24 billion industry, and it’s getting sharper and more targeted every year. This year, the focus is shifting to smarter tools, better partnerships, and a deeper emphasis on trust.
1. Smart AI Is Taking Over
Artificial intelligence (AI) is changing the way brands find influencers and run campaigns. Instead of randomly partnering with someone online, brands now rely on AI to identify influencers whose followers are the perfect fit. This means you can pinpoint creators who already connect with your ideal customers.
For example, AI tools can help you find influencers who focus on running and have a highly engaged audience of marathon runners. They can also predict what kind of content will resonate with their followers whether it’s a gear review, a tutorial, or a “day in the life” vlog.
2. From Short-Term to Long-Term Relationships
One big shift in 2025 is that brands are building longer-term partnerships with influencers rather than doing one-off campaigns. Instead of just a single sponsored post, influencers might collaborate with a brand for months or even become brand ambassadors.
This builds trust with their followers over time. Think about it if an influencer genuinely talks about how much they love your hiking gear month after month, their audience is more likely to believe in and buy your products too.
3. The Rise of Small but Mighty Influencers
There’s no need to chase influencers with millions of followers. Micro-influencers (10,000 to 50,000 followers) and nano-influencers (less than 10,000 followers) are now stealing the spotlight.
Why? Because their audiences are more engaged. Studies show nano-influencers often have engagement rates of 4%, compared to just 1.3% for big-name influencers with huge followings. For smaller sporting goods brands, this means you can partner with these creators at a lower cost and still see great results.
4. Live Shopping Is Exploding
Live shopping events are becoming a must-have strategy. This is when influencers host live streams on platforms like Instagram or TikTok, showcasing products, answering questions in real time, and letting viewers shop as they watch.
Imagine an influencer showing off a set of hiking poles, demonstrating how to use them, and getting viewers to purchase right there during the live stream. This type of interactive and engaging marketing is expected to account for 20% of global e-commerce sales by 2025.
5. Trust and Authenticity Reign Supreme
Audiences are smarter than ever, and they can spot inauthentic endorsements from a mile away. For influencer marketing to work, the partnership between your brand and the creator needs to feel real. Authenticity and transparency are critical.
For example, pairing your eco-friendly running gear with influencers who genuinely care about sustainability will resonate more with customers than a mismatch that feels forced.
Why Does This Matter for Sporting Goods Stores?
Whether you focus on running, climbing, or outdoor gear, these trends can have big benefits for your store. Here’s how influencer marketing can take your business to the next level:
- Better Reach: By connecting with the right influencers, you’ll get your products in front of a highly targeted and engaged audience.
- Stronger Sales: Authentic recommendations from trusted influencers often lead to higher conversion rates.
- Brand Loyalty: Partnering with influencers who align with your values creates deeper, lasting trust with customers.
How to Make Influencer Marketing Work for You
Now that you know what’s changing in 2025, here’s how to apply these trends to your sporting goods business.
1. Find the Right Influencers
Don’t just go for the influencer with the biggest following. Look for creators who truly connect with your target audience. If you sell trail running shoes, find influencers who post about their running adventures or marathon prep. AI tools like Upfluence or AspireIQ can help with this.
2. Foster Long-Term Partnerships
Think about partnerships as more than just a one-time gig. Build lasting relationships with influencers who fit your brand. For example, you could have them test and review your gear over a season or share their training insights using your products.
3. Explore Live Events
Host a live shopping event with your influencers. During the stream, they can showcase your latest products, give real-time demonstrations, and answer questions. Make it easy for viewers to purchase directly through the platform.
4. Work With Micro-Influencers
Don’t underestimate the power of smaller influencers. A local yoga instructor with a small but devoted audience could help you promote your yoga mats and accessories in a way that feels personal and trustworthy.
5. Be Transparent
Always disclose sponsorships and ensure your partnerships are genuine. Audiences value honesty, and being upfront will build stronger trust with both the influencer’s followers and your customers.
6. Measure Everything
Track the performance of your influencer campaigns. Monitor key metrics like clicks, conversions, and ROI to refine your strategies over time.
The Future Is Bright
By 2025, influencer marketing won’t just be an option for e-commerce it’ll be essential. From AI-powered tools to live shopping and hyper-targeted partnerships, this marketing approach offers endless opportunities to connect with your customers in meaningful ways.
For sporting goods stores, it’s about more than just selling it’s about becoming a trusted part of your customer’s lifestyle, whether they’re scaling mountains or training for their next big race. Get ahead of the curve, stay authentic, and use influencer marketing to make your mark this year.
The question is, are you ready to take the leap?
