Retailers Targeting Male Activewear Shoppers

BY Rachel Cagle
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"The men’s activewear market is growing faster than the women’s in the U.S. despite overall growth in women’s sports participation, reports Chain Store Age."

"Women’s activewear sales in the U.S. remained flat in 2019 over the previous year, under-​performing the men’s market which grew by 2%, according to The NPD Group. For a third consecutive year, men’s sales grew at a faster rate than women’s. The trend of men’s growth outpacing women’s continues despite overall growth in women’s sports participation."

"The U.S. adult activewear industry generated $50.3 billion in sales for 2019, with men’s accounting for 51% market share and women’s at 49%."

"The majority of women’s activewear is purchased for leisure and performance occasions — with their primary intended use being casual/​everyday use or athletic/​sport/​exercise — both of which experienced dollar sales declines in 2019. However, in line with fashion trends, there was growth in sales tied to school, work and weekend occasions."

"Generationally speaking, older millennials (ages 25–34) account for the largest portion of women’s activewear sales, yet in 2019 saw the sharpest decline of any age group."

Visual advertisements are an effective way to sell athletic clothes. Last year, Activewear Shoppers took action after seeing TV commercials, email ads, internet banner ads and ads in magazines.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on athletic footwear/​apparel stores and men's clothing stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.