Sportswear in South Korea

PROSPECTS

Sports-inspired as well as goose and duck-down products lead sportswear in 2018

Sportswear in 2018 continued to be driven largely by sports-inspired apparel and footwear. The lines between casual wear and sportswear are becoming ever more blurred, with sports-inspired apparel and footwear being preferred by consumers for its quality and convenience.

Sportswear not necessarily linked with sporting activities

Sports leggings are designed and marketed to be worn at any time. Their extensive stretch means they are comfortable for daily wear, while their durability means they are good value for money.

COMPETITIVE LANDSCAPE

adidas and Nike continue to lead sportswear but newcomers also gain ground

adidas continued to lead sportswear in 2018, followed fairly closely by Nike. While the two brands remain fierce competitors in sportswear in South Korea, the category is also witnessing the growing strength of several others, for example Fila, Descente and Under Armour.

Wide range of brands supporting the growth of sportswear

There was a high number of brands present in sports apparel and footwear in 2018, with ever more focusing on new technology, better product quality and multiple uses. With the constantly growing industry, domestic manufacturers are also focusing on sportswear brands.

Premium sportswear brands seen as a sign of social status

Over 2009-2013, sportswear and outdoor brands like The North Face and Columbia were particularly popular thanks to their goose and duck-down products. However, in 2015, consumers started to show more interest in more unique and luxury-positioned brands, with these often seen as a sign of one’s social status.

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