Sportswear in Canada

PROSPECTS

Athleisure trend continues to positively impact demand for sportswear

The athleisure trend in Canada continued to drive strong growth experienced by sportswear in 2019 across the category, with a particularly impressive performance by sports-inspired apparel. Enthusiasm for this trend is being driven by both younger and older consumers, who are increasingly drawn to fashionable but functional sportswear that they wear not only for physical fitness activities due to the rising health and wellness trend, but also for general everyday activities.

Demand for sports footwear driven by both sporting activities and urban leisurewear

The athleisure trend also continued to influence the strong growth recorded by sports footwear, driven by men’s performance footwear. This is because men are particularly drawn to the technical aspects of apparel and footwear, and the technology and innovation involved in developing new designs is attractive to them, and they are willing to pay for the specific value that this type of footwear offers.

Canada’s sporting success maintains and drives greater interest in sportswear

The success of Canadian teams and individuals in the world of sport has been widely promoted in the media, resonating strongly with local consumers. During the summer of 2019, the Toronto Raptors basketball team captivated the entire country when it won its first championship in the National Basketball Association.

COMPETITIVE LANDSCAPE

Nike strengthens leadership by expanding product portfolio

Nike Canada Ltd strengthened its leadership of sportswear in 2019 after losing ground the previous year. The player gained value share in both sports apparel and sports footwear, narrowing the lead with its closest rival in the latter category, adidas Canada Ltd.

adidas offers premium sustainable concept for sportswear

Retaining its second position within sports apparel and its leadership of sports footwear in 2019, adidas Canada Ltd experienced less dynamic growth compared to its closest competitors Nike Canada and lululemon athletica inc. Nevertheless, the player continued to invest and expand through its high-end Parley collection of sustainable sportswear, including footwear.

Impressive growth for e-commerce through sportswear

E-commerce continued to resonate with Canadian consumers, who have a choice of multiple domestic online shopping sites. This has led to the impressive double-digit growth and value share gain made by the distribution channel within sportswear in 2019, which is having a positive effect on many brands within this category as consumers appreciate the wide array of styles and competitive prices that they may not find in store-based retailers.

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