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Sports Fashion - UK - December 2017

“As the clothing market struggles due to consumers reaching ‘peak stuff’, sports fashion defies this and continues to gain momentum. Thanks to the popularity of the health and fitness market there is continued demand for trend-led sports apparel, with more non-specialists getting in on the action.”
– Chana Baram, Retail Analyst

This Report looks at the following areas:

  • Interest in experiences helps drive athleisure market
  • Athleisure has gone from a trend to a permanent fixture

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Increase in sports participation drives the market
              • Figure 1: Participation in sport, July 2016-July 2017
            • People are spending on experiences rather than things
              • Figure 2: Household weekly expenditure at current prices, 2009-16
            • Companies, brands and innovations
              • Brand collaborations increase in popularity
                • adidas most highly recommended brand
                  • Figure 3: Key metrics for selected brands, October 2017
                • The consumer
                  • Most sportswear bought for everyday use
                    • Figure 4: Reason for purchasing sportswear, September 2017
                  • Trainers are the most popular category
                    • Figure 5: Top sportswear categories purchased, September 2017
                  • Amazon leads the way for top retailers
                    • Figure 6: Retailers from where consumers have bought sportswear in-store or online in the last 12 months, September 2017
                  • In-store cafés are the innovation with widest appeal
                    • Figure 7: Innovations consumers are most interested in when visiting a sports fashion retailer, September 2017
                  • People have little interest in celebrity collaborations
                    • Figure 8: Consumer behaviour towards sportswear, September 2017
                  • What we think
                  • Issues and Insights

                    • Interest in experiences helps drive athleisure market
                      • The facts
                        • The implications
                          • Athleisure has gone from a trend to a permanent fixture
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Sports participation grows
                                  • More people are spending on experiences
                                    • Wellness and health trend drive athleisure
                                      • Casual dressing impacts sports fashion market
                                        • Rise in number of active women
                                        • Market Drivers

                                          • Sports participation gains momentum
                                            • Figure 9: Participation in sport, June 2014-July 2017
                                          • Experience economy fuels sportswear growth
                                            • Figure 10: Household weekly expenditure at current prices, 2009-16
                                          • Wellness and health trend encourage athleisure
                                            • Figure 11: Kayla Itsines workout e-books, 2017
                                            • Figure 12: Interest in using an online personal training programme, August 2016
                                          • Dressing down is the new normal
                                            • Figure 13: Sporty styles of clothing are practical for everyday wear, by age and gender, January 2017
                                          • Surge in number of active women
                                            • Figure 14: Year-on-year % change in number of adults doing at least 30 minutes of exercise weekly, December 2016
                                            • Figure 15: This Girl Can campaign, 2017
                                          • Number of gym memberships increasing
                                            • Figure 16: Volume of the UK private health and fitness club market, 2012-17
                                        • Companies – What You Need to Know

                                          • Focus on in-store experience
                                            • Patagonia endears customers with reserved approach
                                              • Increase in brand collaborations
                                                • Sainsbury’s gets in on the sportswear action
                                                  • Lululemon launches first advertising campaign dedicated to menswear
                                                    • adidas catching up with Nike as favoured sportswear brand
                                                      • Puma and Nike reach out to the female consumer
                                                      • Competitive Strategies

                                                          • Lifestyle retailers
                                                            • Figure 17: Lululemon menswear window display, Regent Street, October 2017
                                                          • Outdoor specialists
                                                            • Figure 18: Supreme/The North Face collaboration, spring 2017
                                                            • Figure 19: Patagonia Black Friday New York Times advert, 2011
                                                          • Multi-brand outdoor retailers
                                                            • Sports stores
                                                            • Launch Activity and Innovation

                                                              • Retailers increase in-store sports experiences
                                                                • Sweaty Betty new flagship
                                                                  • Figure 20: Sweaty Betty studio, 2017
                                                                • Lululemon flagship
                                                                  • Figure 21: Lululemon Regent Street flagship, 2017
                                                                • Department stores become wellness destinations
                                                                  • Debenhams gyms
                                                                    • Harrods wellness centre
                                                                      • Figure 22: Harrod’s Wellness Clinic, 2017
                                                                    • Personalisation
                                                                      • Nike Makers’ Experience
                                                                        • Figure 23: Nike Maker’s Experience studio, 2017
                                                                      • Gucci DIY x Mytheresa.com
                                                                        • Figure 24: Gucci DIY x Mytheresa.com, 2017
                                                                      • adidas Knit for You
                                                                        • Figure 25: adidas Knit for You, 2017
                                                                      • Events
                                                                        • London’s Fastest Night
                                                                          • Figure 26: London’s Fastest Night, August 2017
                                                                        • Sweaty Betty Live
                                                                          • Figure 27: Sweaty Betty Live, September 2017
                                                                        • Collaborations
                                                                          • New Balance x J.Crew
                                                                            • Figure 28: New Balance x J.Crew 997 Butterscotch limited edition trainers, March 2017
                                                                          • Puma teams up with ASOS curve
                                                                            • Figure 29: Puma for ASOS Curve, 2017
                                                                          • Chanel x Pharrell x adidas Originals
                                                                            • Puma x M.A.C cosmetics
                                                                              • adidas and Parley for the Oceans
                                                                                • Figure 30: adidas swim collaboration with Parley, 2017
                                                                              • Fast fashion sportswear
                                                                                • Sainsbury’s targets athleisure market
                                                                                  • ASOS own-label sportswear
                                                                                    • High-end sportswear
                                                                                      • Figure 31: Gucci Pre-Fall 2017 activewear campaign, 2017
                                                                                    • realbuzz opens physical stores
                                                                                      • Figure 32: Realbuzz Liverpool, 2017
                                                                                    • ArmourBox
                                                                                    • Advertising and Marketing Activity

                                                                                      • Increase in spend on sportswear advertising
                                                                                        • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on sports clothing and footwear, top 15 spenders, 2013-17
                                                                                      • Celebrity campaigns
                                                                                        • Rapper Stormzy fronts adidas and JD Sports campaign
                                                                                          • Figure 34: Stormzy JD Sports social media campaign, 2017
                                                                                        • Nike’s Force is Female campaign
                                                                                          • Figure 35: Ruby Rose in Nike’s Force is Female campaign, 2017
                                                                                        • Lululemon launch first campaign for menswear
                                                                                          • Figure 36: Professional surfer Mark Healey in Lululemon’s ‘Strength to Be’ campaign, September 2017
                                                                                        • Sportswear brands prioritise TV and digital advertising
                                                                                          • Figure 37: Total above-the-line, online display, and direct mail advertising expenditure on sportswear, by media type, 2016
                                                                                        • Nielsen Ad Intel coverage
                                                                                        • Brand Research

                                                                                            • What you need to know
                                                                                              • Brand map
                                                                                                • Figure 38: Attitudes towards and usage of selected brands, October 2017
                                                                                              • Key brand metrics
                                                                                                • Figure 39: Key metrics for selected brands, October 2017
                                                                                              • Brand attitudes: Puma offers good value for money
                                                                                                • Figure 40: Attitudes, by brand, October 2017
                                                                                              • Brand personality: Nike still most likely to be perceived as unethical
                                                                                                • Figure 41: Brand personality – Macro image, October 2017
                                                                                              • Nike is exciting and stylish while adidas is classic and comfortable
                                                                                                • Figure 42: Brand personality – Micro image, October 2017
                                                                                              • Brand analysis
                                                                                                • adidas has wide appeal
                                                                                                  • Figure 43: User profile of adidas, October 2017
                                                                                                • Nike courts the female consumer
                                                                                                  • Figure 44: User profile of Nike, October 2017
                                                                                                  • Figure 45: Nike: What Our Girls Are Made Of, March 2017
                                                                                                • Under Armour popular with wealthier 25-34-year-olds
                                                                                                  • Figure 46: User profile of Under Armour, October 2017
                                                                                                • New Balance taps into more affluent market
                                                                                                  • Figure 47: User profile of New Balance, October 2017
                                                                                                • Puma more popular with men
                                                                                                  • Figure 48: User profile of Puma, October 2017
                                                                                                  • Figure 49: Fenty x Puma AW16 collection by Rihanna, 2016
                                                                                              • The Consumer – What You Need to Know

                                                                                                • Less than a third of consumers buy sportswear for sports use
                                                                                                  • Trainers most popular sportswear category
                                                                                                    • 16-24-year-olds are keenest sportswear buyers
                                                                                                      • Amazon most popular retailer among online shoppers
                                                                                                        • Offline remains more popular than online
                                                                                                          • In-store cafés have wide appeal
                                                                                                            • Consumers lose interest in celebrity collaborations
                                                                                                              • Women want to see more inclusive sportswear advertising
                                                                                                              • Reasons for Purchasing Sportswear

                                                                                                                • Less than a third buy sportswear for sports use
                                                                                                                  • Figure 50: Reasons for purchasing sportswear, September 2017
                                                                                                                • Men most likely to buy sportswear for everyday use
                                                                                                                  • Figure 51: Reasons for purchasing sportswear by gender, September 2017
                                                                                                                • Age is a big differentiating factor in reasons for purchase
                                                                                                                    • Figure 52: Reasons for purchasing sportswear, by age, September 2017
                                                                                                                • Sports Clothing and Footwear Categories Purchased

                                                                                                                  • Trainers are the most popular sportswear item
                                                                                                                    • Figure 53: Top sportswear categories purchased, September 2017
                                                                                                                  • Trainers almost twice as likely to be bought for casualwear as for sports
                                                                                                                      • Figure 54: Items bought for sports use or casualwear, September 2017
                                                                                                                    • Trainers popular with all age groups
                                                                                                                      • Figure 55: Sportswear products bought by age, September 2017
                                                                                                                      • Figure 56: Sweaty Betty Zero Gravity run leggings, 2017
                                                                                                                    • 16-24-year-old’s buy the most sportswear
                                                                                                                      • Figure 57: Repertoire of sportswear products bought by demographics, September 2017
                                                                                                                  • Where People Shop for Sportswear

                                                                                                                    • Amazon and Sports Direct lead the way
                                                                                                                        • Figure 58: Retailers from where consumers have bought sportswear in-store or online in the last 12 months, September 2017
                                                                                                                      • In-store still more popular than online for all ages
                                                                                                                          • Figure 59: Channels used for buying sportswear, by age, September 2017
                                                                                                                        • Female shoppers are more loyal
                                                                                                                          • Figure 60: Number of retailers shopped at for sportswear in the last 12 months, September 2017
                                                                                                                      • Consumer Interest in Innovations

                                                                                                                        • In-store cafés’ universal appeal
                                                                                                                            • Figure 61: Innovations consumers are most interested in when visiting a sports fashion retailer, September 2017
                                                                                                                          • Millennials twice as likely to be interested in personalisation
                                                                                                                            • Fit technology appeals most to better off consumers
                                                                                                                              • Figure 62: Asics Motion ID service, 2017
                                                                                                                              • Figure 63: Interest in technology to test products for the right fit, September 2017
                                                                                                                          • Consumer Behaviour towards Sportswear

                                                                                                                            • People are happy to pay more for quality sportswear
                                                                                                                              • Figure 64: Consumer behaviour towards sportswear, September 2017
                                                                                                                            • Celebrity collaborations begin to lose their shine
                                                                                                                                • Figure 65: Victoria Beckham at Reebok HQ, 2017
                                                                                                                              • Women would like to see more inclusive advertising in sportswear
                                                                                                                                  • Figure 66: Agreement with statement ‘Sportswear campaigns should feature more models that represent the average person’, by gender and age group, September 2017
                                                                                                                                  • Figure 67: ‘This Girl Can’ campaign, 2017
                                                                                                                                • 16-44-year-olds more likely to prefer branded sportswear
                                                                                                                                    • Figure 68: Sports fashion – CHAID – Tree output, September 2017
                                                                                                                                    • Figure 69: Sports Fashion – CHAID – Table output, September 2017
                                                                                                                                  • Methodology
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                      • Financial definitions
                                                                                                                                        • Abbreviations
                                                                                                                                          • Consumer research methodology

                                                                                                                                          Sports Fashion - UK - December 2017

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