Sportswear in the United Kingdom

2020 IMPACT

After an initial dip in sales, sportswear recovers

In the initial few weeks of lockdown in March to stop the spread of COVID-19, sales of sportswear, like all other apparel categories, dropped significantly due to the ban on most sports activities and competitions, and the closure of gyms and offices, as well as the closure of non-essential stores from mid-March to June 2020. In addition to the detrimental impact of store closures, the uncertainty and abrupt lifestyle changes caused by the initial lockdown meant that consumers stopped buying all non-essential items for a few weeks as they adjusted to a new way of living.

Confinement leads to increased interest in fitness and boosts online purchases

Despite the various lifestyle restrictions and changes caused by the pandemic, the demand for sportswear continues to increase, with The Guardian reporting that the UK could face shortages of sports footwear, jogging bottoms and stretchy leggings as retailers and suppliers struggle to keep up with a pandemic-related surge in demand from the online channel. The level of demand for sportswear has taken retailers and brands by surprise.

Demand for sports-inspired clothing grows with changes in lifestyle

The first lockdown in particular negatively impacted the performance of apparel and footwear and outdoor sportswear products, with many people unable to go to gyms or play sports, and many uncertain even about leaving their homes. Many Britons switched from dressier styles to casual, as they were forced by social distancing restrictions to spend their work and leisure time in and around the home.

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