"For young generations, sportswear has become about belonging, allowing people to express their identity with a sporting club or brand, and to join a community of like-minded people."
Tamara Sender Ceron, Associate Director, Fashion Retail
71% of buyers use the same gear for exercise and casual wear, highlighting the wide reach of sportswear. This is helping to drive growth in the market which is still growing despite a spending squeeze.
The larger sports brands/retailers are facing intense competition as disruptor brands grow spend and customers at a faster rate. More agile brands like Hoka, On Running and Lululemon are outperforming the market, benefiting from building strong fitness communities. The rising popularity of outdoor activities such as hiking has benefited brands such as Craghoppers and Passenger Clothing.
As the popularity of sports such as padel, golf and indoor climbing grows among higher earners, brands can target them with higher priced more durable apparel and footwear that has performance attributes for specific sports. Beyond product, brands can elevate their role by turning purchase into participation. Offering access to club sessions, coaching, events, or priority booking allows brands to embed themselves into consumers’ ongoing sporting routines.
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