Sportswear in Thailand

PROSPECTS

Rising health consciousness and online shopping trend drive sales of sportswear

The double-digit growth registered in sales of sportswear during 2018 was mainly due to the rising popularity of healthy lifestyles. Thai people are increasingly starting to exercise regularly and this is often combined with healthier diets and so-called “clean eating”.

Sport-related activities to become more common

With the population of Thailand becoming increasingly interested in sport and fitness, numerous mass running events are being organised throughout the country. Among the most prominent of these are Kao Kon La Kao, also known as The Longest Charity Run for Hospitals in Thailand, which was organised by Thai rock star Toon Bodyslam in December 2017.

Sports-inspired apparel and footwear continues to benefit from the athleisure trend

With the athleisure trend still in full swing, a wider variety of sports-inspired casualwear is becoming available. The designs of sports-inspired apparel and footwear focus on being trendy and comfortable to wear on a daily basis.

COMPETITIVE LANDSCAPE

adidas and Nike remain Thailand’s leading sportswear brands

adidas and Nike remained the strongest sportswear brands in 2018, maintaining strong positions in a highly-fragmented category and driving sales of sportswear generally. Nike has launched sports footwear models in collaboration with Japanese retailer Atmos, which opened its first branch in Bangkok with the launch of Atmos-exclusive special editions.

Under Armour is the best performing sportswear brand due to rapid expansion

Under Armour opened its first retail outlet in Thailand in 2015 and the brand has continued to expand ever since. Having stormed into the list of top five players in sportswear in 2017, Under Armour registered the strongest growth in the category in 2018 as the brand’s parent company Sports (Thailand) Co opened three more branches: two outlets at Central World and The Icon Siam under its Brand House store concept; and one regular Under Armour outlet at Pattaya, a strategic location due to Pattaya’s fame as a holiday resort and outdoor activity haven.

Multi-channel retailing strategies to become more important in sportswear

Many sportswear brands are already taking steps to expand their presence in both offline and online spaces. In the store-based arena, the undoubted highlight of the year was the opening of the Atmos flagship store at Central World in Bangkok.

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