Activewear Market Trends

Growth Drivers

• E-commerce growth and expansion: The rapid rise in online shopping is a key driver in the global activewear market, enabling brands to reach broader audiences and cater to the rising demand for convenience and accessibility. Online platforms allow consumers to explore diverse product offerings from multiple brands, compare prices, and access personalized recommendations. Additionally, the integration of AR for virtual try-ons and AI-driven chatbots for customer support has enhanced the online shopping experience, driving higher engagement and sales.

• Rise of athleisure: It is reshaping the global activewear market by blurring the boundaries between sportswear and casual fashion. This trend is particularly strong among millennials and GenZ, who prioritize comfort and versatility. Brands are also launching activewear specific to the needs of the women. In April 2023, ASICS launched a global campaign highlighting the power of exercise to help women cope with everyday stresses. The campaign was launched as a response to the ASICS 2022 State of Mind Index, which revealed that women globally tend to exercise less in comparison to men, resulting in a lower state of mind experience.

Challenges

• Seasonal demand fluctuations: The activewear market experiences notable fluctuations in terms of seasonal demands, with sales typically peaking during warmer months and around the start of the new year, as a result of new year fitness resolutions. Spring and summer witness increased demand as outdoor activities and sports become more popular, while colder months often lead to a decline in sales.

• Consumer expectations: Modern consumers have high expectations for activewear, demanding a combination of functionality, style, and sustainability. Inclusivity is another critical factor, with consumers seeking diverse sizing options and designs that cater to different body types. Furthermore, growing environmental awareness has led to an increased demand for sustainable materials and ethical production practices, creating a challenge for the market.