Sportswear in Australia

2020 IMPACT

Lockdown restrictions limit access to gyms and sporting activities, resulting in declines for sportswear although some consumers create at-home gyms

Sportswear experienced declining current value sales in 2020, due to the home seclusion trend during lockdown which restricted the ability to play sports due to social distancing measures, or visit both indoor and outdoor gyms, playgrounds and skateparks during the initial stages of the pandemic in Australia. 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.

Athleisure and casualisation trends remain relevant in 2020 due to home seclusion

The athleisure trend was gaining momentum in Australia out of major changes in society prior to the emergence of the pandemic, driven by Generation Z and millennials, with more casual attire accepted in offices and other workplaces and the growing participation in sports and fitness-driven lifestyles by males and females driving stronger demand for sports-inspired apparel and footwear that transcends sport and follows both fashion and casualisation trends. Therefore, activewear has entered the mainstream as a form of lifestyle clothing.

Fragmented competitive landscape with Nike retaining overall leadership, while Lululemon Athletica continues to benefit from athleisure trend

Nike retained its overall leadership of a fairly fragmented competitive landscape which saw smaller players under “others” hold the highest overall value share in 2020. Nike benefits from its strength in sports footwear in addition to regaining its second position within sports apparel to rank behind the dynamic lululemon athletica Australia Pty Ltd, which gained leadership of this category in 2020 from Kathmandu Holdings Ltd.

Files are delivered directly into your account within a few minutes of purchase.