Sportswear in Indonesia

PROSPECTS

No signs of athleisure and healthy lifestyle trends cooling

Sportswear sales are being fuelled by the growing athleisure and healthy lifestyle trends. While these trends previously only targeted millennials, they now also target the X and Z generations.

Futuristic-retro sports footwear trend

In response to the rapid rise in the popularity of the sports footwear and athleisure trends, consumers are going back to retro and basic sportswear styles. Futuristic-retro is the latest sports footwear trend in Indonesia, with New Balance Classic, Converse Original and adidas Original recently seeing huge demand.

Growing power of community and influencer promotion

The rise of athleisure is helping sportswear brands reach a wider target market, with sportswear, particularly footwear, no longer only being targeted at sports enthusiasts. Meanwhile, consumers are also looking for personalised advertising.

COMPETITIVE LANDSCAPE

Skechers leads sportswear sales

While many sports brands are targeting younger sports enthusiasts, Skechers is focusing more on women and middle-aged people, with this niche being less competitive and characterised by higher spending power. Thanks to this strategy, Skechers is gaining sales share within sportswear.

Global brands dominate sales at expense of local players

Due to their advanced technology, which enhances sportswear functionality, this area is dominated by global brands. Many international brands are entering Indonesia, offering products in various price ranges, from economy to high-end, thus making local brands less attractive.

Rapid growth of online sales

The majority of sportswear sales are still made via traditional stores, with internet retailing distribution share remaining limited. However, internet retailing sales continue to rise rapidly, with this trend expected to continue as Indonesians become more accustomed to purchasing items online.

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