Sportswear companies are navigating a combination of slower global economic growth, geopolitical disruption, volatile energy prices, climate urgency and shifting consumer priorities. The industry to 2030 faces uneven, polarised growth, meaning agility and sharper consumer relevance become essential competitive advantages.
The macroeconomic context increases cost pressures
Euromonitor data show that fashion and sportswear have repeatedly reacted to global shocks – the global financial crisis, COVID-19, the war in Ukraine, tariff uncertainty and the US/Israel-Iran war. Since 2020, these shocks have become more frequent and made unpredictability the norm.
Euromonitor’s global GDP growth projection has been revised down to 2.9% for 2026, while inflation expectations have risen to 4.6%, reflecting the impact of surging energy prices and disrupted trade flows.
Source: Euromonitor International
For apparel and footwear, the outlook to 2030 is muted in constant terms, even if current-value growth remains more positive because of price effects.
The disruption around the Strait of Hormuz is especially significant for sportswear players because many performance textiles, fibres and synthetic materials are oil-derived. Brands face rising material costs while managing weaker consumer confidence and higher logistics expenses, facing growing tension between protecting margins and preserving demand.
Income disparities and shifting consumer behaviour drive market polarisation
The growing cost pressures are making consumers more selective, intentional and value-focused. Market polarisation is expected to intensify, shaped by income inequality, demographic change and technological disruption. But wellness emerges as a spending priority, especially among higher-income consumers, creating opportunities for sportswear brands to move beyond product into broader health-conscious ecosystems, including services, technology and experience-led engagement.
Consumers will still spend, but will scrutinise the value of each purchase more closely. Successful brands will need to justify higher prices through stronger propositions, whether technical performance, durability or community.
M&As, IPOs and the rise of Chinese players to reshape global sportswear
Although sportswear remains fragmented, market volatility is favourable to M&As and IPOs as companies seek scale, supply chain resilience, diversification and tariff mitigation, as seen with Gildan Activewear’s acquisition of Hanesbrands for greater vertical integration, while Anta’s 29% stake purchased in Puma adds a German heritage brand to the group’s performance portfolio and signals the growing ambition of Chinese players.
Chinese brands will reshape global sportswear and fashion. As seen in beauty, automotive and consumer appliances, Chinese companies are expected to expand internationally by combining affordability, innovation, speed and technology. Bosideng’s collaboration with Kim Jones and Urban Revivo’s international retail expansion are also signs that Chinese brands are elevating their image globally. This will intensify competition, pushing established international players to accelerate innovation cycles and strengthen digital engagement.
A diverse and multi-speed regional landscape
Asia Pacific will be the fastest-growing sportswear region through to 2030, while North America and EMEA remain major contributors to global value sales. This points to a dual strategic requirement: brands must capture growth in emerging and fast-expanding Asian markets and in Latin America, while defending scale and profitability in mature markets.
Regional performance will be shaped by different combinations of income growth, digital adoption and local competitive intensity. The outdoor segment is poised for strong growth especially in Asia Pacific, driven by China where it diversifies into more performance-orientated pursuits like trail running.
To conclude
Sportswear brands cannot rely on category momentum alone. To grow, they must actively build resilience into pricing, sourcing, and market portfolios. They must also decide where to play across an increasingly polarised consumer base: competing on accessible value, premium performance, lifestyle ecosystems or some combination of these. Digital capability, strong execution, community-driven experiences and wellness-led innovation will be vital for growth.
To learn more about the winning strategies in apparel and footwear and sportswear, read our briefings, The World Market for Apparel and Footwear and Top Five Trends in Apparel and Footwear, and consult our 46 country reports dedicated to the sportswear category.