Sportswear in China

PROSPECTS

Classic athletic brands are transforming into lifestyle brands

The rise in sports culture is bringing fitness and lifestyle together. Therefore, sportswear brands are now growing their business to encompass lifestyle.

Social media plays a key role in promoting sportswear

The rise of sports clubs and gyms is helping to reinforce the idea of sportswear as a key component to any training programme. Meanwhile, key opinion leaders (KOL) have an irresistible appeal to mass consumers via social media as well as gyms, with KOL posting selfies after workouts in their stylish performance sportswear.

Classic athletic brands get on the 1990s nostalgia bandwagon

For classic athletic brands trying to strengthen their brand loyalty and attract new consumers, awareness is key. Nostalgia is a driving force in enticing consumers thanks to old-school charm.

COMPETITIVE LANDSCAPE

Nike (China) Inc and adidas Sports (China) Ltd remained leading position

Nike has abandoned a celebrity marketing strategy in China and is instead focusing more on athlete and performance marketing. Nike’s priorities include store innovation, WeChat integration, gamification, localised marketing (particularly relating to marathons) and operational excellence, with this approach paying dividends.

Anta (China) Co Ltd makes another big deal, targeting global high-end sportswear

Performance sportswear and outdoor sportswear have high growth potential in China, considering the ongoing running and gym craze is just the beginning of China’s fitness boom. Sports such as skiing, tennis, surfing and diving that require more professional sportswear are expected to gain in popularity among Chinese consumers.

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