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Sportswear in Asia Pacific

March 2020

Sportswear in Asia Pacific is prospected to see promising growth, fuelled by China’s robust growth. Health awareness and rise of international and local brands open more opportunity to the sportswear industry. Brands are carrying out localised marketing and promotion, shifting consumers from unbranded sportswear to branded sportswear. Non-store retailing is growing at a fast pace in countries with high smartphone possession rates.

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Key Findings

Sportswear in Asia Pacific grows with strong consumer base, health awareness and daily wear demands

Sportswear is growing strongly as working out is becoming the norm among many consumers in Asia Pacific. Euromonitor’s Health and Nutrition Survey shows that 58% of Asia Pacific consumers responded that they exercise at least once a week. Other factors also contribute such as demand for sportswear to be worn as daily wear, brands adapting the retro trend and localised strategies gaining positive response from consumers.

China leads sportswear with robust growth

China is important in sportswear in both market size and potential growth terms. Sports-inspired footwear accounts for the largest portion of sportswear, led by international brands such as adidas and also local brands such as Anta and Li Ning.

Sports-inspired and performance footwear lead and more opportunities identified in other categories

While sports-inspired and performance footwear leads sportswear, there are opportunities in segmented categories. Footwear helping children walk better and outdoor apparel targeted at the fishing population are some of examples that are tapping into new opportunities. More players are working their way into less competitive, niche segments.

adidas leads, while local brands start to stand out

adidas and Nike continue to lead sportswear in Asia Pacific. Successful marketing activities, limited edition launches and adding a touch of local taste are highly welcomed by consumers, with competition from local brands increasingly strong.

Sportswear is expected to post a 7% CAGR over 2019-2024

Asia Pacific is expected to record the most growth in the world during the next five years, although North America will continue to lead sportswear in size terms. Local brands will continue to tap into opportunities by applying local tastes and styles. Non-store retailing will continue to be prominent in major markets and sports goods stores will remain relevant with in-store experience offerings.

 

Introduction

Scope
Key findings

Regional Overview

Asia Pacific driven by strong demand for sportswear
Sales peak in 2018, with 2019 still showing substantial growth
China drives regional growth…
…with Southeast Asia transforming as a favourable market
Sports-inspired and performance footwear generate growth…
...but outdoor apparel and footwear lose momentum
Tapping into opportunity from health awareness and retro fashion
Non-store retailing penetrates even more…
…as well as apparel and footwear specialists satisfying local tastes

Leading Companies and Brands

Competitive landscape becomes concentrated…
…with Nike and adidas growing market presence even more
Chinese market holds significance for international companies
Each brand leading with different positioning and concept

Forecast Projections

Strong growth projection in several countries…
…while some still lack growth momentum
Sportswear stands strong despite unexpected disease outbreak in 2020

Country Snapshots

China: market context
China: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
India: market context
India: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
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