Sportswear in Canada

PROSPECTS

Sports apparel posts impressive growth, driven by athleisure

Sports-inspired apparel recorded strong gains in 2018, and is predicted to continue to deliver robust growth over the forecast period, driven by the athleisure trend. The athleisure trend shows no signs of weakening, as both younger and older consumers are drawn to functional and trendy sportswear for everyday activities such as grocery shopping.

Brands continue to innovate to take advantage of the athleisure trend

Brands are continuing to expand and innovate to cater to the demand for athleisure. Lululemon Athletica, for example, has expanded into menswear, retailing joggers such as the City Sweat Jogger with Lycra Fibre.

Sports footwear is expected to see growth over the forecast period

Over the forecast period, value growth in sports footwear is expected to surpass growth in overall footwear. Growth in sports footwear continues to be fuelled by the athleisure trend, with a growing number of consumers preferring to wear comfortable sports shoes as opposed to fashion footwear for everyday activities.

COMPETITIVE LANDSCAPE

Nike Canada fends off surging adidas to maintain the lead in sportswear

Nike Canada remained the leading player in sportswear in value terms in 2018, despite its continued struggles in a competitive category. Nike posted only marginal gains in retail value sales in 2018, partly due to its weak wholesale business, as low store traffic and increasing competition from internet sales impacted growth.

Canada Goose Holdings sees double-digit growth

Canada Goose Holdings enjoyed double-digit growth in 2018. Sales growth was driven by the company’s strategy of expanding its online and direct-to-consumer presence.

Brands invest in direct-to-consumer channels

In addition to Canada Goose, which has a long-term target of earning half its profits from its direct-to-consumer business, other sportswear brands, such as adidas, are investing in direct-to-consumer channels to reach and retain customers. In 2017, adidas renovated its adidas Originals stores in Toronto, Vancouver and Montreal as part of its Neighbourhood Concept programme.

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