AI Search Visibility Report | Retail Athleisure
Lululemon dominates AI citation share, but the more striking finding is who is missing. Nike, Under Armour, and Gymshark, brands with massive search presence and global recognition are barely AI-generated responses.
Top Cited Domains in Retail Athleisure
Reddit leads citation share at 7.85%, a pattern common in lifestyle and fashion categories where community content drives AI answers. Lululemon is the only brand with a direct product domain in the top two, confirming its dominant owned-channel position.
- reddit.com7.85%
- shop.lululemon.com5.42%
- lemon8-app.com3.19%
- youtube.com3.19%
- womenshealthmag.com1.48%
- gymshark.com1.44%
- vuoriclothing.com1.04%
- skims.com0.96%
- nike.com0.92%
- businessinsider.com0.88%
Content Formats AI Cites Most
Blog and guide content accounts for 40% of all citations, the dominant format by a wide margin. Review and aggregator content, homepage and brand pages, and listicles collectively account for another 40%, confirming that AI engines draw athleisure answers from a broad mix of editorial, social-proof, and owned content.
- Blog / Guide40.2%
- Review / Aggregator14.7%
- Homepage / Brand14.3%
- Listicle11.6%
- Video6.4%
- Product Page5.8%
- Comparison4.7%
- Data / Industry2.4%
Citation Patterns by Engine
ChatGPT sends nearly 30% of its citations to brand homepages and 14% to product pages, making it significantly more valuable for owned-channel traffic. Gemini almost entirely ignores product pages (1.1%) and instead favours editorial content, listicles, video, and comparison pages. Brands optimising only for one engine are leaving substantial visibility on the table.
- 35.5%Blog / Guide42.8%
- 10.3%Review / Aggregator17.2%
- 29.7%Homepage / Brand5.8%
- 7.2%Listicle14.1%
- 0.0%Video9.9%
- 14.2%Product Page1.1%
- 0.8%Comparison6.8%
Brand Share of Voice
Lululemon holds a commanding lead at 48.7%, nearly double the second-placed Vuori. What is striking is how closely Vuori and Nike cluster, a challenger brand with a fraction of Nike's global scale is matching one of the world's largest sportswear companies on AI citation share.
- Lululemon48.7%
- Vuori26.5%
- Nike25.4%
- Gymshark21.3%
- Athleta18.2%
- Alo Yoga15.0%
- Fabletics11.5%
- Girlfriend Collective11.5%
- Adidas11.2%
- Sweaty Betty10.1%
Brand Visibility by Intent
Lululemon dominates every intent category it appears in, including near-total ownership of awareness queries at 88.6%. The most revealing finding is the transactional intent category, Vuori and Gymshark both outperform Lululemon at the bottom-of-funnel, suggesting their content is better positioned to capture purchase-ready queries.
| Intent | Lululemon | Nike | Vuori | Gymshark | Athleta |
|---|---|---|---|---|---|
| Awareness | 88.6% | 70.5% | 86.4% | 54.5% | 31.8% |
| Recommendation | 54.1% | 35.1% | 32.4% | 8.1% | 32.4% |
| Use Case | 50% | 37.5% | 22.5% | 22.5% | 27.5% |
| Integrations | 62.5% | 31.3% | 12.5% | 12.5% | 31.3% |
| Problem Solving | 45.8% | 4.2% | 8.3% | 16.7% | 33.3% |
| Comparison | 43.1% | 20.7% | 12.1% | 12.1% | — |
| Pricing | 40.6% | 3.1% | 6.3% | 25% | 9.4% |
| Social Proof | 37.5% | 18.8% | 18.8% | 31.3% | 31.3% |
How Lantern collects this data
Lantern collects millions of prompt responses, citations, and click data from the actual user interfaces of major AI platforms. This gives us one of the largest and most authentic datasets on how AI search engines cite sources and surface brands.
Prompt monitoring
Data collected directly from ChatGPT, Gemini, Perplexity, Claude, and AI Overviews, the same results users see daily.
200m+ data points
Over 200 million analyzed citations, prompts, and responses one of the largest AI search datasets available.
Aggregated and public
Published freely for the GEO and AI search community. All reports are based on aggregated, non-identifiable trends.