Sportswear in Australia

2021 DEVELOPMENTS

Strong recovery for sportswear in 2021 driven by greater mobility and established health and fitness focus by many Australians

Greater mobility in 2021 has driven up sales of sportswear in Australia following declines the previous year. However, the declines recorded by sportswear were some of the lowest compared to other categories in apparel and footwear as Australians, confined to their homes for prolonged periods of time, attempted to recreate home gyms to maintain fitness levels; prior to the pandemic, the category had been posting strong growth rates in line with the health and wellness trend in the country, with physical fitness generally popular, such as through team events, running, or in terms of gym culture.

Sustainability issues addressed by local brands

Sustainability remains an area of focus of many industry players and local consumers in 2021. To address this trend, local brand P.

Despite challenges posed by the pandemic, sportswear attracts further investment

Challenges faced by sportswear players as a result of snap lockdowns and additional restrictions related to the pandemic, resulted in significant declines for brands including Kathmandu, Rebel and Macpac at the end of 2020 and early 2021. Nevertheless, the category has continued to attract interest from businesses, with brands from other industries or categories expanding into sportswear, in line with predictions for a rapid recovery for sportswear and its further growth potential in Australia.

PROSPECTS AND OPPORTUNITIES

Sportswear to become increasingly diversified and attract new brands outside of the category

Despite years of strong growth, sportswear continues to offer opportunities for growth over the forecast period, albeit in an increasingly competitive environment. Growth by sportswear in the country will continue to be supported by Australians’ active and healthy lifestyles but also the acceptance of regularly wearing more relaxed and comfortable outfits with most brands offering several stylish pieces that can be paired with other sportswear.

Empowering women and inclusivity

Inclusivity is a theme that is likely to gain further relevance within sportswear, as noted across different apparel categories. International players are already prioritising this topic as part of their development strategies, with a greater focus on highlighting various issues in their marketing.

Sustainability and provenance to support local brands

Sustainability, localism and ethical features are also likely to further penetrate sportswear in Australia over the forecast period, trends that are becoming the focus of local niche brands that are emerging in the country. These include Brisbane-based environmentally-friendly dk active, which offers some pieces produced from recycled materials such as nylon rescued from landfill or the ocean, whilst its warehouse is entirely solar-powered and its packaging is plant-based and compostable.