The Ever-Expanding World Of Sports Apparel

iSportConnect’s Meet The Team piece to close out January comes from Chandrakanth Varma, our Membership Assistant. Chandra looks at how sports merchandise has continued to grow during Covid-19, but also how it is going through an evolution.

Sales of sportswear or sports apparel and footwear companies have continued to grow during the pandemic, becoming even more lifestyle brands and pushing more into the fashion sector.

Reporting in Hookit’s “50 Most Marketed Brands in Sports” in 2020, Nike and Adidas were listed in the most marketed brands in sports, coming 1st and 3rd respectively. With Hookit also reporting that “Apparel and Accessories” was the highest marketed sector with a sponsorship value of $900M.

“It has also been reported that Nike expects a permanent shift to online sales, according to reports by BBC News and Business Insider.”

Apparel brands in sport like Nike and Adidas still dominate the sportswear and sporting goods sector globally, even with the growth of emerging online brands such as Gymshark. It has also been reported that Nike expects a permanent shift to online sales, according to reports by BBC News and Business Insider.

This isn’t just in clothing. According to Marketwatch, the global sneaker market size is projected to reach USD 119.5 billion by 2026, from USD 78.75 billion in 2020. 

Some of the contributing factors of the raise in sportswear brands:

Athletes becoming their own brands

With athletes unable to compete, some have taken to building their own online presence. The “real” and “relatable” content creates an understanding between the athletes and their fans. The rise of platforms like TikTok has allowed athletes to connect with their fans and be part of the current trends.

Micheal Jordan paved the way for athletes to be their own marketing tool, demonstrated in “The Last Dance” series shown on Netflix in 2020.

The pandemic impacting consumer behaviour

With consumers working from home and restricted in terms of social distancing, being able to go out and exercise, and stay at home in your comforts has led to purchasing habits changing.

There is a rise in home workouts, therefore investment in workout equipment brands, such as Peloton, Woke AF and MVPre. The question is will this behaviour continue after the lockdown? Will consumers go back to their workout habits or continue to invest in their home workout setup?

The doctors advice – pressure for us to look after ourselves

With the promotion of a healthy lifestyle and pressure on some countries to do more, such as the UK and USA. With the current pandemic, it is even more important for us to look after ourselves. Lack of immunity can help coronavirus to get into your body. So doctors recommend regular exercise will keep our immune system strong and efficient.

“The question is will this behaviour continue after the lockdown? Will consumers go back to their workout habits or continue to invest in their home workout setup?”

Exercise can contribute to general good health and therefore to a healthy immune system. It may contribute even more directly by promoting good circulation, which allows the cells and substances of the immune system to move through the body freely and do their job efficiently.

The power of the influencers 

Nowadays in social media like YouTube, Instagram, many fitness models give their tips and tutorials about how to get a well-built body or get fit. And they will recommend things we need while working out, for example gym clothes, a pre-workout powder or protein powder for muscle gain/weight loss, and equipment needed to work out.

All of these areas are affecting how the world of sports apparel is changing and continues to do so.