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Sports & Outdoor Fashion - UK - December 2018

"Due to a larger focus on health and wellness, as well as the popularity of trainers, the sports and outdoor fashion retail market has fared well in 2018, somewhat shielded from the troubles that hit the general retail sector in the year. This year has seen even more non-specialists entering the market with their own lines of athleisure as sports and outdoor fashion has become increasingly prevalent."

-Chana Baram, Retail Analyst

This Report looks at the following areas:

  • Scope for brands and retailers to appeal to a more female audience
  • Have we reached peak athleisure?
  • How sports and outdoor retailers can stand out

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Table of contents

  1. Overview

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

          • The market
            • Market set to reach £7.2 billion in 2018
              • Figure 1: Best- and worst-case forecast of UK value sales of sports and outdoor fashion, 2013-23
            • Sustained interest in sports participation
              • Figure 2: active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, 2016-18
            • Clothing and footwear boosted by hot weather
              • Figure 3: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2018
            • Companies and brands
              • Sports Direct is market leader
                • Figure 4: Market share of sports specialists, 2016-17
              • adidas outshines Nike with new strategy
                • Vans has successful year
                  • More activewear launches for non-specialists
                    • Retro brands make a comeback
                      • Figure 5: Key metrics for selected brands, September 2018
                    • The consumer
                      • Trainers most popular purchase
                        • Figure 6: Sportswear and outdoorwear categories purchased, September 2018
                      • In-store still reigns, but online catching up
                        • Figure 7: Channel used for buying sports and outdoor fashion, September 2018
                      • Amazon is the most popular retailer after Sports Direct
                        • Figure 8: Retailers where consumers have bought sports or outdoor fashion in the last 12 months, September 2018
                      • Price, comfort and quality most important
                        • Figure 9: Top factors when choosing sports and outdoor fashion items, September 2018
                      • Having a wide range of items is important for retailers
                        • Figure 10: Top three reasons to choose one retailer over another, September 2018
                      • Consumers want more versatility
                        • Figure 11: Consumer behaviour towards sports and outdoor fashion, September 2018
                      • People trust non-specialists for sports and outdoor fashion
                        • Figure 12: Attitudes towards branded and own-brand products for sports and outdoor fashion, September 2018
                      • Diversity is not a priority, but is important
                        • Figure 13: Attitudes towards diversity in sports and outdoor fashion, September 2018
                      • What we think
                      • Issues and Insights

                        • Scope for brands and retailers to appeal to a more female audience
                          • The facts
                            • The implications
                              • Have we reached peak athleisure?
                                • The facts
                                  • The implications
                                    • How sports and outdoor retailers can stand out
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Market set to read £7.2 billion in 2018
                                            • Sustained interest in sports participation
                                              • A great year of sports
                                                • Growth in women’s sport
                                                  • Clothing and footwear boosted by hot weather
                                                  • Market Size and Forecast

                                                    • Market set to reach £7.2 billion in 2018
                                                      • Figure 14: Best- and worst-case forecast of UK value sales of sports and outdoor fashion, 2013-23
                                                    • Market to grow 5.4% annually until 2023
                                                      • Figure 15: UK value sales of sports and outdoor fashion, at current and 2018 prices, 2013-23
                                                  • Market Drivers

                                                    • A great year of sports
                                                      • Figure 16: What consumers did during the FIFA World Cup in 2018, August 2018
                                                    • Increased levels of activity
                                                      • Figure 17: active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, 2016-18
                                                    • Growth in women’s sport
                                                      • This Girl Can: ‘Fit Got Real’
                                                        • Figure 18: This Girl Can campaign by Sport England, 2018
                                                      • Interest in more fashionable sports gear
                                                        • Figure 19: Rapha retro cycling collection, 2018
                                                      • Increase in domestic holidays
                                                        • Figure 20: UK holiday taking, July 2016-July 2018
                                                      • Clothing and footwear boosted by hot weather
                                                        • Figure 21: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2018
                                                    • Companies and Brands – What You Need to Know

                                                      • Sports Direct is market leader – but only just
                                                        • adidas continues to outshine Nike with new strategy
                                                          • Increase in fabric innovations
                                                            • More activewear launches for non-specialists
                                                              • Sports and outdoorwear adspend on the up
                                                                • Retro brands make a comeback
                                                                • Market Share

                                                                    • Sports Direct losing market share to JD Sports
                                                                      • Figure 22: Market share of sports specialists, 2016-17
                                                                    • Sports footwear retailers suffering
                                                                    • Competitive Strategies

                                                                        • Sports brands
                                                                          • Nike performance improving
                                                                            • Figure 23: Nike’s Colin Kaepernick poster, 2018
                                                                          • adidas aims to achieve new strategy
                                                                            • Figure 24: adidas ‘Creating the New’ strategy, 2015
                                                                          • Lifestyle retailers
                                                                            • Skate brands
                                                                              • Figure 25: Converse felt collection with JW Anderson, 2018
                                                                              • Figure 26: This if Off the Wall: ‘Girls Skate India’ Vans campaign, 2018
                                                                            • Winter outdoor brands
                                                                            • Launch Activity and Innovation

                                                                              • Experiential shopping
                                                                                • The North Face Alpine Pop-up
                                                                                  • Figure 27: The North Face pop-up in Val San Nicolò, in the Italian Alps, July 2018.
                                                                                • NikeLab Tech Pack
                                                                                  • Nike’s new New York City flagship is its most innovative yet
                                                                                    • Figure 28: Nike’s new flagship store in New York, 2018
                                                                                  • adidas aim to combat plastic pollution
                                                                                    • Figure 29: Stella McCartney x Stan Smith, 2018
                                                                                  • Gwyneth Paltrow’s Goop launches London pop-up
                                                                                    • Figure 30: Wellness store Goop, 2018
                                                                                  • Fabric Innovations
                                                                                    • Twentyfour15 Optic Bomber
                                                                                      • Vollebak solar charged jacket
                                                                                        • Figure 31: Vollebak solar charged jacket
                                                                                      • Spider silk Moon Parka ski jacket by The North Face
                                                                                        • Columbia’s OutDry Ex Eco Shell revolutionizes eco-friendly outerwear
                                                                                          • Converse waterproof collection
                                                                                            • Figure 32: Converse Mountain Club capsule collection, 2018
                                                                                          • adidas collaborates with main transport links
                                                                                            • Ticket to ride
                                                                                              • Figure 33: adidas EQT Support 93 / Berlin collaboration, July 2018
                                                                                            • adidas x TfL
                                                                                              • Figure 34: adidas Originals for TfL, 2018
                                                                                            • Active-wear Launches
                                                                                              • H&M launches circular active-wear range
                                                                                                • Amazon launches its own active-wear label
                                                                                                  • Venus Williams launches inclusive sportswear range EleVen
                                                                                                    • Marie Claire Sport
                                                                                                      • Figure 35: Marie Claire Sport, 2018
                                                                                                    • Collaborations
                                                                                                      • Disney x ASICS
                                                                                                        • Fendi x Fila
                                                                                                          • Rapha x Apple
                                                                                                            • NASA x Vans
                                                                                                              • Figure 36: Vans x Space Voyager shoes, 2018
                                                                                                            • Events
                                                                                                              • New balance is watching you
                                                                                                                • Nike uses 3D printing to create the lightest possible trainer
                                                                                                                  • Nike Reactland
                                                                                                                    • Figure 37: Nike’s Reactland, July 2018
                                                                                                                  • Converse One Star Hotel
                                                                                                                    • Figure 38: MadeMe designer Erin Magee in her themed room at the One Star Hotel, 2018
                                                                                                                  • Puma’s ‘House of Hustle’: getting it wrong
                                                                                                                  • Advertising and Marketing Activity

                                                                                                                    • Increase in sportswear and outdoor wear adspend
                                                                                                                      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, 2014-18
                                                                                                                    • adidas top spender
                                                                                                                      • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on sports clothing and footwear, top 15 spenders, 2014-18
                                                                                                                    • Inclusive and empowering campaigns
                                                                                                                      • The North Face “She Moves Mountains” campaign
                                                                                                                        • Figure 41: The North Face ‘She Moves Mountains’ campaign, April 2018
                                                                                                                      • adidas “Create The Answer” FIFA World Cup campaign
                                                                                                                        • Figure 42: Stills from adidas’ “create the answer” FIFA World Cup campaign, June 2018
                                                                                                                      • New Balance
                                                                                                                        • Half of advertising is via digital
                                                                                                                          • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, by media type, 2015-18
                                                                                                                          • Figure 44: Total above-the-line, online display, and direct mail advertising expenditure on sportswear, by media type, 2018
                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                        • Brand Research

                                                                                                                            • What you need to know
                                                                                                                              • Brand map
                                                                                                                                • Figure 45: Attitudes towards and usage of selected brands, September 2018
                                                                                                                              • Key brand metrics
                                                                                                                                • Figure 46: Key metrics for selected brands, September 2018
                                                                                                                              • Brand attitudes: Retro brands perceived to offer good value for money
                                                                                                                                • Figure 47: Attitudes, by brand, September 2018
                                                                                                                              • Brand personality: The North Face and Timberland seen as fun
                                                                                                                                • Figure 48: Brand personality – Macro image, September 2018
                                                                                                                              • Retro Brands are overrated but The North Face and Patagonia are cutting edge
                                                                                                                                • Figure 49: Brand personality – Micro image, September 2018
                                                                                                                              • Brand analysis
                                                                                                                                • The North Face is the most trusted
                                                                                                                                  • Figure 50: User profile of The North Face, September 2018
                                                                                                                                • Patagonia considered the most ethical
                                                                                                                                  • Figure 51: User profile of Patagonia, September 2018
                                                                                                                                • Timberland shows highest awareness
                                                                                                                                  • Figure 52: User profile of Timberland, September 2018
                                                                                                                                • Champion targets millennial consumers
                                                                                                                                  • Figure 53: User profile of Champion, September 2018
                                                                                                                                • Fila has more trust from males
                                                                                                                                  • Figure 54: User profile of Fila, September 2018
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • Trainers most popular purchase
                                                                                                                                  • In-store still reigns, but online catching up
                                                                                                                                    • Amazon is the most popular retailer after Sports Direct
                                                                                                                                      • Price, comfort and quality most important
                                                                                                                                        • Range of items important for retailers
                                                                                                                                          • Consumers desire versatile items
                                                                                                                                            • Diversity needed
                                                                                                                                            • Items Bought

                                                                                                                                              • Trainers remain most popular purchase
                                                                                                                                                • Figure 55: Sportswear and outdoorwear categories purchased, September 2018
                                                                                                                                              • Sports and outdoor fashion items still fit gender stereotypes
                                                                                                                                                • Figure 56: Sportswear and outdoorwear categories purchased, by gender, September 2018
                                                                                                                                                • Figure 57: OHMME yoga clothing for men, 2018
                                                                                                                                              • Sweatshirt and trainers least likely to have been bought for sports use
                                                                                                                                                • Figure 58: Reasons for purchasing sports and outdoor fashion items, crossed by items bought, September 2018
                                                                                                                                              • Three quarters of swimwear purchasers bought for casual use
                                                                                                                                                  • Figure 59: Speedo Disney collaboration, 2018
                                                                                                                                                • Younger consumers are heaviest users of sports and outdoor fashion
                                                                                                                                                  • Figure 60: Repertoire of sportswear products bought by demographics, September 2018
                                                                                                                                              • Retailers and Channels Used

                                                                                                                                                • In-store still taking lions share, but online catching up
                                                                                                                                                    • Figure 61: Channel used for buying sports and outdoor fashion, September 2018
                                                                                                                                                  • Sports Direct the most popular retailer while JD Sports comes in third
                                                                                                                                                    • Figure 62: Retailers where consumers have bought sports or outdoor fashion in the last 12 months, September 2018
                                                                                                                                                    • Figure 63: People who have bought from Sports Direct or JD Sports, by location, September 2018
                                                                                                                                                  • Men more drawn to Amazon, women to fashion retailers
                                                                                                                                                    • Figure 64: Consumers who have bought sports or outdoor fashion from Amazon or fashion retailers in the last 12 months, by age and gender, September 2018
                                                                                                                                                    • Figure 65: Amazon’s Aurique activewear range for women, 2018
                                                                                                                                                  • adidas could do more to attract female buyers
                                                                                                                                                    • Figure 66: Consumer who have bought sports or outdoor fashion from Nike or adidas in the last 12 months, by gender, September 2018
                                                                                                                                                    • Figure 67: Nike’s partnership with England Netball,2018
                                                                                                                                                  • Outdoor retailers appeal to widest demographic
                                                                                                                                                    • Figure 68: Consumers who have bought sports or outdoor fashion from an outdoor retailer in the last 12 months, by age and gender, September 2018
                                                                                                                                                    • Figure 69: Mountain Warehouse promotional materials, 2018
                                                                                                                                                  • Younger shoppers less loyal
                                                                                                                                                    • Figure 70: Repertoire of retailers used to buy sportswear, by age, September 2018
                                                                                                                                                • Important Factors when Choosing Items

                                                                                                                                                  • Price, comfort and quality all come top…
                                                                                                                                                      • Figure 71: Top factors when choosing sports and outdoor fashion items, September 2018
                                                                                                                                                    • …particularly for older age groups
                                                                                                                                                      • Figure 72: Top three factors when choosing sports and outdoor fashion items, by age, September 2018
                                                                                                                                                    • Younger age groups more interested in technical aspects
                                                                                                                                                      • Figure 73: Other important factors when choosing sports and outdoor fashion items, by age, September 2018
                                                                                                                                                  • How Consumers Decide Where to Shop

                                                                                                                                                    • Value for money is a must
                                                                                                                                                      • Figure 74: Top three reasons to choose one retailer over another, September 2018
                                                                                                                                                    • Range of items brings customers in
                                                                                                                                                    • Behaviours towards Sports and Outdoor Fashion

                                                                                                                                                      • Desire for versatility
                                                                                                                                                        • Figure 75: PATTERNITY and John Lewis athleisure and homeware, 2018
                                                                                                                                                        • Figure 76: Consumer behaviour towards sports and outdoor fashion, September 2018
                                                                                                                                                      • Collaborations still pique consumers’ interest
                                                                                                                                                        • Figure 77: FENDI MANIA collection, 2018
                                                                                                                                                      • Retro brands making a comeback
                                                                                                                                                        • Young shoppers inspired by sporting events
                                                                                                                                                          • Figure 78: Big sporting events inspire me to buy more sportswear, by age and gender, September 2018
                                                                                                                                                        • Millennial’s likely to blur the lines between formal and informal dress
                                                                                                                                                          • Figure 79: People who would wear sportswear for more formal occasions, by generation, September 2018
                                                                                                                                                          • Figure 80: Serena Williams at the Royal Wedding, 2018
                                                                                                                                                      • Attitudes towards Sports and Outdoor Fashion

                                                                                                                                                        • People happy to purchase sportswear from non-specialists
                                                                                                                                                          • Figure 81: Attitudes towards branded and own-brand products for sports and outdoor fashion, September 2018
                                                                                                                                                        • Events appeal to those who are better off financially
                                                                                                                                                          • Figure 82: Attitudes towards retailers or brands organising more sporting events, September 2018
                                                                                                                                                        • More diversity needed
                                                                                                                                                          • Figure 83: Attitudes towards diversity in sports and outdoor fashion, September 2018
                                                                                                                                                        • Plus-size clothing
                                                                                                                                                          • Diversity in advertising
                                                                                                                                                            • Figure 84: ASICS teams up with Elite models, 2018
                                                                                                                                                            • Figure 85: Sports Direct in-store signage, 2018
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                            • Financial definitions
                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                      • Figure 86: Best- and worst-case forecast of UK value sales of sports and outdoor fashion, 2018-23

                                                                                                                                                                  Sports & Outdoor Fashion - UK - December 2018

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