Sportswear Goods to Resume Growth by 2011

Like many industries, sales of athletic footwear and active sportswear  boomed between 2003–2007. But this industry expects to see a sales drop to $142.13 billion this year. Globally, athletic footwear may see a decrease of 2.2% while active sportswear ‘will stagnate’. football_foot_sports_267296_l

Industry watchers expect the market to recover steadily through 2012 with an eventual 2012 sales total of $153.52 billion which would break out as follows:

  • Active sportswear $57.78 billion
  • Athletic footwear $95.74 billion

What will drive this new growth? Analysts at just-​style point to three major reasons why consumers, globally, will purchase more athletic apparel and footwear:

  • Globalization, with higher demand from consumers in developing markets
  • More demand for casual clothing as everyday wear
  • Increasing coverage of sporting events, including the Olympics, on TV, in both developed and developing markets

Note that branding is particularly important to consumers when it comes to this sector. Just-​style statistics show that nearly ¾’s of all active sportswear is branded along with 8 in 10 of all athletic footwear sold globally. Expect to see U.S. powerhouses Nike and Adidas continue to battle for market share both on U.S. soil and globally through 2013. Brands that want to make a big impression during the next Olympics might want to start planning their strategy now.  Vancouver 2010 is less than six months off.

[Source: Sportswear market to sprint past recession, just-​style, 8.4.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.