In recent years, the sports clothing and footwear market has been buoyed by the rising number of participants, however with Britons’ engagement in physical activity beginning to stagnate, sports retailers can no longer rely upon an expanding pool of active consumers.

Research undertaken for this report reveals that most purchases within the sector are made not for sporting reasons, but to be worn as mainstream casual attire. This versatility has insulated the market from the effects of the sustained difficult trading conditions on the high street and means that the category is not solely reliant on levels of sporting activity. Thus, fashion plays a fundamental role within the market and it is crucial to the performance of the sector, which is expected to exceed that of the rest of the clothing market over the next five years. Many consumers, however, think that sports retailers have become too focused on leisurewear and they risk losing their identity as specialists in the field.

This report looks at the sport and activities consumers are doing in 2011, what sports clothing and footwear they are buying, where they are making these purchases and their attitudes towards buying these items.

Some of the questions answered in this report include:

How much of an impact will the London 2012 Olympics have?

How will stalling participation rates affect the sports clothing and footwear market?

Can sports retailers actively encourage participation?

How has the online market impacted upon in-store shopping?

Can retailers please everyone from the keen players to the fashion buyers?

How can consumers be encouraged to buy more regularly?

What does the future hold for independents?