China sportswear market guide: trends, data and opportunities
- roccoforgione
- Aug 11
- 6 min read
Updated: Aug 26
China is experiencing a true boom in the sportswear market, entering what many experts call its "golden decade."
Driven by a growing focus on sports and physical well-being, supported by government policies and technological innovations, this sector is rapidly expanding. With impressive growth projections, the Chinese sportswear market represents a goldmine for both local and international brands.
Let's explore the key data, trends, and opportunities offered by this market!
Summary:
The sports market in China: exponential growth
In 2022, the total value of the sports industry in China reached 3.3 trillion RMB, approximately 450 billion USD. This figure is expected to exceed 5 trillion RMB by 2025.
The sports industry's contribution to the national GDP also reflects this growth: from 1% in 2021, it is projected to reach 5% by 2035.
Among the factors driving this growth are:
Political support: Policies aimed at promoting sports as a lifestyle and improving public fitness infrastructure.
Technological innovation: The development of advanced materials and wearable technologies.
Growing interest in diverse sports: Activities like cycling, tennis, frisbee, and Pilates are attracting an increasingly wider audience.
The market boom has been further amplified by major sporting events, such as the success of tennis player Zheng Qinwen, which has sparked new nationwide interest in the sport.
The explosion of sportswear: market size and growth trends
The sportswear market in China is directly benefiting from this growth. In 2024, the sector's total value is expected to continue expanding, driven by a mix of factors such as the increasing popularity of sports in daily life and product innovation.
Market value: From approximately 400 billion RMB in 2020, the Chinese sportswear market has experienced steady growth, surpassing 500 billion RMB in 2024.
Competition between local and international brands: Chinese brands are rapidly closing the gap with global players through competitive pricing and innovative designs.
Despite steady development, the Chinese market remains in an early stage compared to countries like the United States, the United Kingdom, and Germany. The average per capita spending on sportswear in China is still lower than the global average, highlighting the enormous growth potential.
Sportswear market segmentation: key figures
Best-selling product categories
In 2023, pants remained the best-selling category, accounting for 22.4% of total sales. They were followed by:
Coats (15.2%)
T-shirts (14.4%)
Jackets (12.7%)
These figures highlight how Chinese consumers value versatility and comfort in their clothing, with a strong preference for high-quality materials.
Materials and Innovations
Sportswear manufacturers place great emphasis on materials and product functionality. Among the most appreciated materials by consumers are:
Cotton and polyester: Traditional materials remain highly popular.
Gore-Tex and Lycra: Due to their advanced properties, these materials are gaining ground, especially in the outdoor and yoga segments.
Space cotton and graphene: Recent innovations that are attracting the attention of the most demanding consumers.
Functionality and design
The most sought-after features in sportswear products include:
Comfort
Sun protection
Water resistance
Breathability
This reflects a shift in consumer preferences toward highly functional garments that combine athletic performance with style.
The Influence of urban style on sportswear
Sportswear is no longer limited to workouts or sporting events. In China, it is evolving into an everyday fashion choice, driven by the growing popularity of styles such as:
Urbancore: A style that blends comfort and fashion for city life.
Gorpcore: Inspired by outdoor and functional clothing.
Tenniscore: Influenced by tennis fashion, combining elegance and practicality.
This evolution reflects a cultural shift where sports and physical well-being intertwine with fashion and urban lifestyles.
Usage occasions
Sportswear is gaining traction in non-sporting contexts, such as:
Shopping
Travel
Home life
According to the latest data, 30% of consumers wear sports apparel for everyday activities like commuting to work or running errands.
The role of technology and social media
Social media and short-video platforms are playing a crucial role in promoting sportswear. In 2024, content related to cycling and tennis has seen remarkable growth:
Cycling video views: +94.4%
Cycling video searches: +137.4%
Tennis tutorial views: +107.5%
These figures highlight how digital engagement is shaping consumer preferences and, in turn, influencing brands' marketing strategies.
Competitive analysis: local vs international brands
In recent years, local Chinese brands have gained significant market share by leveraging competitive pricing and quickly adapting to consumer preferences. However, international brands continue to maintain a strong presence thanks to their reputation and constant innovation in materials and design.
Focus on local brands
Price competitiveness
Investments in digital marketing campaigns
Collaborations with local influencers
Focus on international brands
Technological innovation
Wide range of products
Global strategies adapted to the Chinese market
Opportunities for brands: what to expect from the future
With an increasingly aware consumer base and growing demand for innovative products, the opportunities for brands are immense. Some of the key points for the future include:
Investing in innovative materials: consumers are increasingly aware of the technical characteristics of fabrics.
Expand product lines: segments such as yoga, cycling, and outdoor offer significant growth opportunities.
Focus on urban lifestyle: integrate comfort and style to capture the interest of urban consumers.
Use social media strategically: engaging content and collaborations with sports influencers can increase brand visibility.
Final considerations
The sportswear market in China is a combination of dynamic growth, innovation, and cultural shifts. With still vast expansion potential, this sector offers enormous opportunities for brands that can adapt to emerging trends and meet consumer needs. For those already operating in the sector or planning to enter it, now is the right time to invest in this rapidly evolving market.
Thanks to a growing focus on sports and a healthy lifestyle, China is emerging as one of the most promising markets for the global sportswear industry. For brands ready to innovate and connect with their audience through targeted strategies, the future is full of possibilities.
We at China Digital Marketing, thanks to our Italian-Chinese team based in both Italy and China, are ready to support you on your growth journey in the Land of the Dragon!
Executive Summary
The sportswear market in China is experiencing its “golden decade”, fueled by a rising sports culture, wellness trends, and strong government support.
Growth is driven by:
The booming domestic industry
Collaborations between premium brands (e.g. Nike, Adidas, Puma) and Chinese consumers
Olympic enthusiasm and national pride
The “Guochao” trend (national pride) boosts local brands like Anta and Li-Ning.
Chinese millennials and Gen Z see sportswear not just as clothing, but as a symbol of wellness, lifestyle, and self-expression.
Glossary of Technical Terms
Golden decade: A period of rapid growth and opportunity for a specific sector — in this case, China’s sportswear industry.
Guochao: A consumer movement driven by national pride that favors Chinese-made brands and cultural aesthetics.
Luxury crossover collab: Collaborations between luxury and sports brands to create high-end, fashion-forward athleticwear.
Olympics fever: Consumer excitement driven by Olympic events, influencing sportswear trends and purchases.
Key Takeaways
China’s sportswear industry is expanding, supported by strong consumption and policy incentives.
Sports-luxury collaborations increase brand appeal and premium positioning.
Domestic brands like Anta and Li-Ning are gaining ground thanks to Guochao momentum.
Young Chinese consumers view sportswear as part of their identity and wellness journey.
Global sporting events like the Olympics are powerful marketing catalysts.
FAQ
What is the 'golden decade' of China's sportswear market?
A time of fast-paced growth driven by active consumer demand, innovation, and institutional investment.
Who are the leading brands in the sector?
Nike, Adidas, and Puma dominate, especially through luxury collaborations and localized strategies.
What role do Chinese brands play?
Brands like Anta and Li-Ning are benefiting from Guochao by embracing national identity and cultural storytelling.
Why is sportswear important to young Chinese consumers?
For Millennials and Gen Z, sportswear reflects health, individuality, and self- expression, not just fashion.
How do the Olympics impact sportswear demand?
Olympic events, both past and upcoming, ignite interest in athletic brands and drive purchase behavior.
Practical Application Example
Scenario:
A European sportswear brand plans to enter the Chinese market in 2026.
Strategy:
Launch capsule collections with luxury designers
Partner with Chinese influencers on platforms like Xiaohongshu
Center storytelling around wellness, authenticity, and cultural relevance
Expected outcomes:
Improved brand recognition and increased sales in the premium segment.
Operational Checklist
Design collections aligned with Guochao values
Launch campaigns during major sports events like the Olympics
Build a strong presence on Chinese platforms like Xiaohongshu
Focus on lifestyle + fitness aesthetics that resonate with Gen Z
Comments