Gymshark
Black Friday · 2 variations
“Your new winter wardrobe has arrived 🥶”
Product-First
Dynamic Creative
50% off
BFCM 2026 · Creative intelligence · Athleisure & Activewear
Athleisure & Activewear Black Friday adswhat 18 brands ran, and why
27 distinct Black Friday and Cyber Monday creatives from 18 athleisure & activewear brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
18
Brands sampled
27
Distinct creatives
6
Angles identified
2025
BFCM sale analysed
Methodology
Meta ads from GoMarble's ad library that mention Black Friday or Cyber Monday, run between 2025-10-25 and 2025-12-03. Duplicates (same creative re-run per market or size) count once; no brand contributes more than four. Angle, hook, offer and timing are classified by hand from each ad's own copy. Public libraries publish no spend or results, so nothing here is ranked by performance.
01 / Snapshot
The athleisure & activewear BFCM mix
How the 27 creatives split by format.
Single Video 4 (15%)Static Image 7 (26%)Dynamic Creative 13 (48%)Catalog / DPA 3 (11%)
Read this first
In this set, athleisure brands treat Cyber Monday and the extension as a second campaign, not a footnote. 12 of the 27 creatives are Cyber Monday or extension ads, and several make 'it isn't over' the whole message: WISKII Active's "Missed Black Friday? You’re in Luck.", NOBULL's "The deals aren’t done yet", Under Armour's "Not. Done. Yet." and PUMA's "Cyber Mode: Still On". The offer itself barely changes. 10 of the 17 ads that state a percentage say 50%, so the copy works harder on timing than on the size of the discount.
How athleisure & activewear differs from other industries
- The sale runs past Friday. 7 creatives are Cyber Monday ads and 5 are extensions or final-hours pushes (Under Armour, NOBULL, ASRV, Fractel, PUMA). Five of the 12 put the extension itself in the hook line.
- Discounts are flat and moderate. 10 of the 17 ads that state a percentage say 50%, and only Under Armour (65%) and TryLunara (70%) go higher. The rest sit at 20–30%, mostly WISKII Active's 'up to 30% OFF sitewide'.
- Big sportswear brands often leave the number out. Mizuno's three catalog ads only say 'Your Black Friday starts now!' or 'Your Black Friday pick is waiting.', and PUMA's says 'Cyber Mode: Still On'. Gymshark leads with attitude ('strong girl era 💪', 'Your new winter wardrobe has arrived 🥶') and puts the 50% in the link description.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats athleisure & activewear brands used for the sale. Open a row to see the ads.
1
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
13ADS · 48%
View adsHide
Gymshark
Gymshark
Black Friday
“strong girl era 💪”
Product-First
Dynamic Creative
50% off
Gymshark
Black Friday · 12 variations
“Download the Gymshark App 🤩”
Early Access / VIP
Dynamic Creative
No discount
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
Under Armour
Cyber Monday
“Cyber Week at Up to 65% Off”
Straight Discount
Dynamic Creative
65% off
Rhone
Cyber Monday · 3 variations
“Cyber Monday sale. 50% off 500+select styles for a very limited time. Go.”
Straight Discount
Dynamic Creative
50% off
NOBULL
Extended / last chance · 5 variations
“Up to 50% Off—Cyber Monday Extended”
Countdown & Scarcity
Dynamic Creative
50% off
ASRV Sportswear
Extended / last chance
“Shop the Final Hours of the Sale”
Countdown & Scarcity
Dynamic Creative
50% off
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Footasylum
Cyber Monday
“Cyber Week is on. Look cold with 20% off full price Nike.”
Straight Discount
Dynamic Creative
50% off
Fractel
Extended / last chance · 8 variations
“Up to 50% Off - LAST CHANCE”
Countdown & Scarcity
Dynamic Creative
50% off
Fractel
Black Friday · 9 variations
“Guys check out the sale 25 to 50% off at [Fractel's site]”
Creator / UGC Voice
Dynamic Creative
50% off
PUMA
Extended / last chance
“Cyber Mode: Still On”
Product-First
Dynamic Creative
2
Static Image
A still image carrying the entire offer.
7ADS · 26%
View adsHide
WISKII Active
Cyber Monday
“Black Friday may be over — but the savings aren’t”
Straight Discount
Static Image
30% off
WISKII Active
Cyber Monday · 2 variations
“Missed Black Friday? You’re in Luck.”
Straight Discount
Static Image
30% off
WISKII Active
Cyber Monday · 2 variations
“Shop before it's gone!”
Countdown & Scarcity
Static Image
30% off
Paria
Black Friday
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
Countdown & Scarcity
Static Image
50% off
Yeoreo-Us
Black Friday
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Value Stack
Static Image
30% off
Katamu Belts Co
Black Friday · 6 variations
“Limited Stock”
Countdown & Scarcity
Static Image
Yvette
Black Friday · 4 variations
“🎁 Biggest Sale of the Year! 🔥”
Product-First
Static Image
3
Single Video
One finished video, one message.
4ADS · 15%
View adsHide
TryLunara
Black Friday
“70% OFF only for Black Friday!”
Straight Discount
Single Video
70% off
Katamu Belts Co
Black Friday
“Is the Why So Serious Gym Bag really worth it?”
Creator / UGC Voice
Single Video
LOVALL
Black Friday
“NOW LIVE: Black Friday Sale 🖤 Shop Bestselling Activewear @lauraunsworthfashion”
Creator / UGC Voice
Single Video
CurveBaby
Black Friday
“When found these leggings they completely changed The game for me”
Creator / UGC Voice
Single Video
4
Catalog / DPA
Product-catalog ads pulling live price and stock.
3ADS · 11%
View adsHide
Mizuno
Black Friday · 7 variations
“🏃 Every step counts.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 15 variations
“👀 You saw it.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 12 variations
“🤾 Grip every moment this Black Friday”
Product-First
Catalog / DPA
Filter 03 / By angle
By angle
The core pitch each ad makes. One angle per ad. Open a row to see the ads.
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
7ADS · 26%
View adsHide
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
NOBULL
Extended / last chance · 5 variations
“Up to 50% Off—Cyber Monday Extended”
Countdown & Scarcity
Dynamic Creative
50% off
WISKII Active
Cyber Monday · 2 variations
“Shop before it's gone!”
Countdown & Scarcity
Static Image
30% off
ASRV Sportswear
Extended / last chance
“Shop the Final Hours of the Sale”
Countdown & Scarcity
Dynamic Creative
50% off
Paria
Black Friday
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
Countdown & Scarcity
Static Image
50% off
Katamu Belts Co
Black Friday · 6 variations
“Limited Stock”
Countdown & Scarcity
Static Image
Fractel
Extended / last chance · 8 variations
“Up to 50% Off - LAST CHANCE”
Countdown & Scarcity
Dynamic Creative
50% off
H
Product-First
The product and its benefit lead; Black Friday is the tag.
7ADS · 26%
View adsHide
Gymshark
Black Friday · 2 variations
“Your new winter wardrobe has arrived 🥶”
Product-First
Dynamic Creative
50% off
Gymshark
Black Friday
“strong girl era 💪”
Product-First
Dynamic Creative
50% off
Mizuno
Black Friday · 7 variations
“🏃 Every step counts.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 15 variations
“👀 You saw it.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 12 variations
“🤾 Grip every moment this Black Friday”
Product-First
Catalog / DPA
PUMA
Extended / last chance
“Cyber Mode: Still On”
Product-First
Dynamic Creative
Yvette
Black Friday · 4 variations
“🎁 Biggest Sale of the Year! 🔥”
Product-First
Static Image
A
Straight Discount
The percentage or price off is the whole message.
6ADS · 22%
View adsHide
Under Armour
Cyber Monday
“Cyber Week at Up to 65% Off”
Straight Discount
Dynamic Creative
65% off
Rhone
Cyber Monday · 3 variations
“Cyber Monday sale. 50% off 500+select styles for a very limited time. Go.”
Straight Discount
Dynamic Creative
50% off
WISKII Active
Cyber Monday
“Black Friday may be over — but the savings aren’t”
Straight Discount
Static Image
30% off
WISKII Active
Cyber Monday · 2 variations
“Missed Black Friday? You’re in Luck.”
Straight Discount
Static Image
30% off
Footasylum
Cyber Monday
“Cyber Week is on. Look cold with 20% off full price Nike.”
Straight Discount
Dynamic Creative
50% off
TryLunara
Black Friday
“70% OFF only for Black Friday!”
Straight Discount
Single Video
70% off
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
4ADS · 15%
View adsHide
Katamu Belts Co
Black Friday
“Is the Why So Serious Gym Bag really worth it?”
Creator / UGC Voice
Single Video
Fractel
Black Friday · 9 variations
“Guys check out the sale 25 to 50% off at [Fractel's site]”
Creator / UGC Voice
Dynamic Creative
50% off
LOVALL
Black Friday
“NOW LIVE: Black Friday Sale 🖤 Shop Bestselling Activewear @lauraunsworthfashion”
Creator / UGC Voice
Single Video
CurveBaby
Black Friday
“When found these leggings they completely changed The game for me”
Creator / UGC Voice
Single Video
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
2ADS · 7%
View adsHide
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Yeoreo-Us
Black Friday
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Value Stack
Static Image
30% off
D
Early Access / VIP
Waitlists, members-first and early unlocks before the public sale.
1ADS · 4%
View adsHide
Gymshark
Black Friday · 12 variations
“Download the Gymshark App 🤩”
Early Access / VIP
Dynamic Creative
No discount
Filter 04 / By hook
By hook
How the first line or first seconds open. Open a row to see the ads.
1
Price-first
Opens with the percent or price off.
9ADS · 33%
View adsHide
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
Under Armour
Cyber Monday
“Cyber Week at Up to 65% Off”
Straight Discount
Dynamic Creative
65% off
Rhone
Cyber Monday · 3 variations
“Cyber Monday sale. 50% off 500+select styles for a very limited time. Go.”
Straight Discount
Dynamic Creative
50% off
NOBULL
Extended / last chance · 5 variations
“Up to 50% Off—Cyber Monday Extended”
Countdown & Scarcity
Dynamic Creative
50% off
Footasylum
Cyber Monday
“Cyber Week is on. Look cold with 20% off full price Nike.”
Straight Discount
Dynamic Creative
50% off
Yeoreo-Us
Black Friday
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Value Stack
Static Image
30% off
TryLunara
Black Friday
“70% OFF only for Black Friday!”
Straight Discount
Single Video
70% off
Fractel
Extended / last chance · 8 variations
“Up to 50% Off - LAST CHANCE”
Countdown & Scarcity
Dynamic Creative
50% off
Fractel
Black Friday · 9 variations
“Guys check out the sale 25 to 50% off at [Fractel's site]”
Creator / UGC Voice
Dynamic Creative
50% off
2
Mystery deal
Teases a deal without saying what it is.
5ADS · 19%
View adsHide
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Mizuno
Black Friday · 7 variations
“🏃 Every step counts.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 15 variations
“👀 You saw it.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 12 variations
“🤾 Grip every moment this Black Friday”
Product-First
Catalog / DPA
PUMA
Extended / last chance
“Cyber Mode: Still On”
Product-First
Dynamic Creative
3
Countdown
A deadline or time-left line up front.
4ADS · 15%
View adsHide
WISKII Active
Cyber Monday · 2 variations
“Shop before it's gone!”
Countdown & Scarcity
Static Image
30% off
ASRV Sportswear
Extended / last chance
“Shop the Final Hours of the Sale”
Countdown & Scarcity
Dynamic Creative
50% off
Paria
Black Friday
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
Countdown & Scarcity
Static Image
50% off
Katamu Belts Co
Black Friday · 6 variations
“Limited Stock”
Countdown & Scarcity
Static Image
4
Question
Opens on a question to the viewer.
2ADS · 7%
View adsHide
WISKII Active
Cyber Monday · 2 variations
“Missed Black Friday? You’re in Luck.”
Straight Discount
Static Image
30% off
Katamu Belts Co
Black Friday
“Is the Why So Serious Gym Bag really worth it?”
Creator / UGC Voice
Single Video
5
Demo
Shows the product working in the first seconds.
2ADS · 7%
View adsHide
Gymshark
Black Friday
“strong girl era 💪”
Product-First
Dynamic Creative
50% off
CurveBaby
Black Friday
“When found these leggings they completely changed The game for me”
Creator / UGC Voice
Single Video
6
Biggest-ever claim
"Our biggest sale ever" and its variants.
1ADS · 4%
View adsHide
Yvette
Black Friday · 4 variations
“🎁 Biggest Sale of the Year! 🔥”
Product-First
Static Image
7
Early unlock
"Early access is live", "VIPs shop first".
1ADS · 4%
View adsHide
Gymshark
Black Friday · 12 variations
“Download the Gymshark App 🤩”
Early Access / VIP
Dynamic Creative
No discount
8
Problem callout
Names the viewer's problem before the offer.
1ADS · 4%
View adsHide
WISKII Active
Cyber Monday
“Black Friday may be over — but the savings aren’t”
Straight Discount
Static Image
30% off
9
Social proof
Reviews, customer counts or bestseller status first.
1ADS · 4%
View adsHide
LOVALL
Black Friday
“NOW LIVE: Black Friday Sale 🖤 Shop Bestselling Activewear @lauraunsworthfashion”
Creator / UGC Voice
Single Video
10
New launch
A new product or drop timed to the sale.
1ADS · 4%
View adsHide
Gymshark
Black Friday · 2 variations
“Your new winter wardrobe has arrived 🥶”
Product-First
Dynamic Creative
50% off
Filter 05 / By emotion
The emotions doing the selling
Average emotional-driver score across the 27 ads, from GoMarble's creative analysis (0–100).
Filter 06 / By offer
How athleisure & activewear brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
18/18
brands ran at least one ad with an explicit discount.
0/18
ran no discount at all in this sample.
Where an ad named a percentage, the median was 50% and the deepest was 70%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Sitewide % 9ADS · 33% View adsHide
Gymshark
Black Friday · 2 variations
“Your new winter wardrobe has arrived 🥶”
Product-First
Dynamic Creative
50% off
Gymshark
Black Friday
“strong girl era 💪”
Product-First
Dynamic Creative
50% off
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
WISKII Active
Cyber Monday
“Black Friday may be over — but the savings aren’t”
Straight Discount
Static Image
30% off
WISKII Active
Cyber Monday · 2 variations
“Missed Black Friday? You’re in Luck.”
Straight Discount
Static Image
30% off
WISKII Active
Cyber Monday · 2 variations
“Shop before it's gone!”
Countdown & Scarcity
Static Image
30% off
Paria
Black Friday
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
Countdown & Scarcity
Static Image
50% off
Fractel
Extended / last chance · 8 variations
“Up to 50% Off - LAST CHANCE”
Countdown & Scarcity
Dynamic Creative
50% off
Fractel
Black Friday · 9 variations
“Guys check out the sale 25 to 50% off at [Fractel's site]”
Creator / UGC Voice
Dynamic Creative
50% off
2 Product-specific % 7ADS · 26% View adsHide
Under Armour
Cyber Monday
“Cyber Week at Up to 65% Off”
Straight Discount
Dynamic Creative
65% off
Rhone
Cyber Monday · 3 variations
“Cyber Monday sale. 50% off 500+select styles for a very limited time. Go.”
Straight Discount
Dynamic Creative
50% off
NOBULL
Extended / last chance · 5 variations
“Up to 50% Off—Cyber Monday Extended”
Countdown & Scarcity
Dynamic Creative
50% off
ASRV Sportswear
Extended / last chance
“Shop the Final Hours of the Sale”
Countdown & Scarcity
Dynamic Creative
50% off
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Footasylum
Cyber Monday
“Cyber Week is on. Look cold with 20% off full price Nike.”
Straight Discount
Dynamic Creative
50% off
TryLunara
Black Friday
“70% OFF only for Black Friday!”
Straight Discount
Single Video
70% off
3 No offer stated 7ADS · 26% View adsHide
Gymshark
Black Friday · 12 variations
“Download the Gymshark App 🤩”
Early Access / VIP
Dynamic Creative
No discount
Katamu Belts Co
Black Friday
“Is the Why So Serious Gym Bag really worth it?”
Creator / UGC Voice
Single Video
Katamu Belts Co
Black Friday · 6 variations
“Limited Stock”
Countdown & Scarcity
Static Image
PUMA
Extended / last chance
“Cyber Mode: Still On”
Product-First
Dynamic Creative
Yvette
Black Friday · 4 variations
“🎁 Biggest Sale of the Year! 🔥”
Product-First
Static Image
LOVALL
Black Friday
“NOW LIVE: Black Friday Sale 🖤 Shop Bestselling Activewear @lauraunsworthfashion”
Creator / UGC Voice
Single Video
CurveBaby
Black Friday
“When found these leggings they completely changed The game for me”
Creator / UGC Voice
Single Video
4 Free shipping 6ADS · 22% View adsHide
Gymshark
Black Friday · 2 variations
“Your new winter wardrobe has arrived 🥶”
Product-First
Dynamic Creative
50% off
Gymshark
Black Friday
“strong girl era 💪”
Product-First
Dynamic Creative
50% off
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
Mizuno
Black Friday · 7 variations
“🏃 Every step counts.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 15 variations
“👀 You saw it.”
Product-First
Catalog / DPA
Mizuno
Black Friday · 12 variations
“🤾 Grip every moment this Black Friday”
Product-First
Catalog / DPA
5 Code-gated 3ADS · 11% View adsHide
Under Armour
Extended / last chance · 7 variations
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Countdown & Scarcity
Dynamic Creative
50% off
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Paria
Black Friday
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
Countdown & Scarcity
Static Image
50% off
6 Spend-tiered 2ADS · 7% View adsHide
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Yeoreo-Us
Black Friday
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Value Stack
Static Image
30% off
7 Bundle / kit 1ADS · 4% View adsHide
Yeoreo-Us
Black Friday
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Value Stack
Static Image
30% off
8 Free gift 1ADS · 4% View adsHide
TAVI
Cyber Monday
“Cyber Monday brings even more to love ✨”
Value Stack
Dynamic Creative
30% off
Filter 07 / By timing
Where in the sale each ad sat
Read from each ad's own copy: "early access", "ends tonight", "Cyber Monday" and so on. Teaser and early-access ads are under-counted, because many had stopped running by the end of the sale.
Teaser
0
0% · "Coming soon", sign-up to be first.
Early access
0
0% · Sale live for a list before the public.
Black Friday
15
56% · The main sale.
Cyber Monday
7
26% · Cyber Monday or the weekend extension.
Extended / last chance
5
19% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
ASRV Sportswear · Countdown
“Shop the Final Hours of the Sale”
CurveBaby · Demo
“When found these leggings they completely changed The game for me”
Footasylum · Price-first
“Cyber Week is on. Look cold with 20% off full price Nike.”
Fractel · Price-first
“Up to 50% Off - LAST CHANCE”
Fractel · Price-first
“Guys check out the sale 25 to 50% off at [Fractel's site]”
Gymshark · New launch
“Your new winter wardrobe has arrived 🥶”
Gymshark · Demo
“strong girl era 💪”
Gymshark · Early unlock
“Download the Gymshark App 🤩”
Katamu Belts Co · Question
“Is the Why So Serious Gym Bag really worth it?”
Katamu Belts Co · Countdown
“Limited Stock”
LOVALL · Social proof
“NOW LIVE: Black Friday Sale 🖤 Shop Bestselling Activewear @lauraunsworthfashion”
Mizuno · Mystery deal
“🏃 Every step counts.”
Mizuno · Mystery deal
“👀 You saw it.”
Mizuno · Mystery deal
“🤾 Grip every moment this Black Friday”
NOBULL · Price-first
“Up to 50% Off—Cyber Monday Extended”
Paria · Countdown
“For the last time (ever) we will be dropping 50% off the whole site for this years Black Friday”
PUMA · Mystery deal
“Cyber Mode: Still On”
Rhone · Price-first
“Cyber Monday sale. 50% off 500+select styles for a very limited time. Go.”
TAVI · Mystery deal
“Cyber Monday brings even more to love ✨”
TryLunara · Price-first
“70% OFF only for Black Friday!”
Under Armour · Price-first
“EXTENDED! 30-50% OFF SITEWIDE + FREE SHIPPING”
Under Armour · Price-first
“Cyber Week at Up to 65% Off”
WISKII Active · Problem callout
“Black Friday may be over — but the savings aren’t”
WISKII Active · Question
“Missed Black Friday? You’re in Luck.”
WISKII Active · Countdown
“Shop before it's gone!”
Yeoreo-Us · Price-first
“2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)”
Yvette · Biggest-ever claim
“🎁 Biggest Sale of the Year! 🔥”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a athleisure & activewear brand's 2026 sale.
01
Write the extension ad before the sale starts
Five of the 27 creatives are extension pushes and seven more are Cyber Monday ads, with lines ready for the moment the main sale ends: NOBULL's "Up to 50% off our most-loved gear until 12/3", WISKII Active's "Black Friday may be over — but the savings aren’t". Have that headline and its new end date approved in advance so it can go live the morning Black Friday ends.
02
Pick one clean number and say what it covers
Half the ads that state a discount use 50%, and the clearest ones say where it applies: Rhone's "50% off 500+select styles", Fractel's "Save 25-50% sitewide", Gymshark's "up to 50% off our gym and workout clothes". A familiar number with a clear scope does more than a bigger number with no context.
03
Let brand voice carry the hook and the offer carry the link
Gymshark's dynamic creatives open on "strong girl era 💪" and "Your new winter wardrobe has arrived 🥶", then put "The Gymshark Black Friday Sale is live! Get up to 50% off" in the link description. If your audience follows you for identity, keep that in the first line and let the offer sit underneath.
04
Make the code part of the hook
Three brands gate the discount behind a code: Under Armour's "Use code CHEATCODE at checkout.", TAVI's "BFDEAL30", and Paria's "The code is locked though - comment OUTSIDER on this post, and we will DM it to you". Paria's version turns the discount into a comment, which brings the buyer into a DM conversation.
05
Reward a fuller cart instead of cutting the price
Yeoreo's "2 pcs 20% off, 3 pcs 25% off, 4 pcs 30% off (11/28–12/03)" and TAVI's "30% off full-priced styles plus a $25 gift card on orders $125+" both get a bigger order without a 50% headline. This suits activewear, where people buy sets and several colours of the same piece.
06
Show the fit on a body, in a person's voice
The creator-style ads lead with the product being worn or judged: CurveBaby's try-on ("When found these leggings they completely changed The game for me"), Katamu's "Is the Why So Serious Gym Bag really worth it?" and Fractel's "Guys check out the sale 25 to 50% off". For fit-led products, a person on camera answers the question a percentage can't.
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More / Other industries
BFCM ads in other industries
SkincareBeauty & MakeupFashion & ApparelJewelry & AccessoriesSupplements & NutritionFood & BeverageHome & LivingPetsTech & WearablesAthleisure & Activewear
← Back to the BFCM 2026 cross-industry report · All athleisure & activewear ads in the library
FAQ
What kind of Black Friday ads do athleisure & activewear brands run?
In this sample of 27 distinct creatives from 18 brands, the most common angle was Countdown & Scarcity (26% of ads) and the most common format was Dynamic Creative (48%).
How big are athleisure & activewear Black Friday discounts?
Where an ad stated a percentage, the median was 50% and the highest was 70%. 18 of 18 brands ran at least one ad with an explicit discount; 0 ran none in this sample.
Where do these ads come from?
GoMarble's ad library, which indexes Meta (Facebook and Instagram) ads. We searched Black Friday and Cyber Monday ads that ran between 2025-10-25 and 2025-12-03, removed duplicates and capped each brand at four creatives.
Does this show which ads performed best?
No. Public ad libraries don't publish spend, impressions or sales, so nothing here ranks ads by results. Where we show variations, that's the number of ads reusing the same creative — a sign the brand invested in it, not proof it worked.
When are Black Friday and Cyber Monday in 2026?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November 2026.
Brand creative and copyright belong to their respective owners. Ads are shown for commentary and analysis.