Athleisure became a buzzword five years ago, and there are no signs of the trend slowing down in China. Mintel’s research data suggest that sportswear is one of the most purchased fashion items. Chinese urbanites are not only wearing it both for casual occasions and exercise but also requesting activewear to be accepted at the workplace. Despite the negative impact of the coronavirus outbreak on the athleisure industry, the high interest in sports and exercise and growing awareness of health and wellbeing are expected to fuel the growth in the long run.

Although facing the challenge of fast fashion and luxury brands in the athleisure market, leading sports brands are all doing comparatively well in China with double-digit year-on-year growth. Nike and Adidas both hold the leading position in attracting Chinese consumers to make a one-time purchase and repeat purchase. Although domestic brands are catching up in terms of one-off purchases, they fail to retain customers. When choosing athleisure products, comfort is the most crucial attribute Chinese consumers are looking for. And athleisure brands need to offer mass-produced apparel with a tailor-made effect. Domestic brands should leverage experience and expertise in body shape and preferred textiles of Chinese consumers to catch up with leading brands.

Athleisure products include trainers/sneakers, skate shoes, sports tops/tanks, normal t-shirts, sports jackets, yoga pants/leggings, loose-fit sports shorts/trousers, sports underwear, sports/fitness bags, and professional fitness devices. General smartwatches are not included here.

For the purposes of this Report, Mintel has used the following definitions:

Mintel divides consumers into three groups based on their monthly household income.