Sportswear in Indonesia

PROSPECTS

Athleisure and healthy lifestyle trends boost value sales

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.

Rising image awareness fuelling retro footwear trend

In response to the rapid rise in the popularity of the sports footwear and athleisure trends, consumers are returning 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 importance of promotion via social media influencers

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

Global players dominate despite growing penetration of Chinese brands

Due to their advanced technology, which enhances sportswear functionality, sales are dominated by global brands. Indeed, many international players continue to enter Indonesia, offering products in various price ranges, from economy to high-end, thus making local brands less attractive.

Collaboration sportswear helps producers target specific markets

Although international brands continue to lead sales, local brands are gradually gaining share, mainly due to their offering of more competitive prices. Recently, Chinese sportswear players have started to penetrate the market, with such brands proving popular since they can offer cheap prices, as well compete tightly with local brands.

Rising internet usage and demand for convenience boosts online sales

The majority of sportswear sales are still made via traditional stores, with e-commerce distribution share remaining limited. However, online sales continue to rise rapidly as Indonesians become more accustomed to purchasing items via the internet, especially in urban areas.

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