What is the Famous Sportswear Brand?

The sportswear industry, as a core branch of the global sports industry, has seen the emergence of numerous international brands that combine functionality with a sense of fashion.

一、Global Headwear Brands Analysis

1. International Brands: Technical Barriers and Brand Premiums

- Nike (Nike): Founded in the United States in 1972, Nike has revolutionized the field of sports shoes with its air cushion technology, with a global market share of 20% in 2023. Its Dri-FIT fabric technology to enhance the breathability of sportswear, becoming the first choice of professional athletes.

- Adidas: the dominant soccer player, the Cloverleaf series is a blend of retro and trendy, and sales in China will grow by 12% in 2023. Boost midsole technology redefines the comfort of running shoes.

- PUMA (Puma): racing and hip-hop culture cross-border representatives, through the star co-branded models in 2023 to achieve the penetration rate of young consumers increased by 8%.

2. Chinese Brands: Localized Innovation Breakout

- Li Ning: “national tide” strategy success stories, 2023 Tmall sportswear category sales TOP3, Dunhuang Museum co-branded models of social media exposure amounted to more than 100 million.

- Anta: after the acquisition of FILA to realize the multi-brand matrix, 2023 revenue of more than 50 billion yuan, ice and snow sportswear series to help the Winter Olympics marketing.

- Turbo: focusing on the marathon market segment, the power nest technology running shoes occupy 35% of the domestic market share of long-distance runners.

二、Three core trends in the sportswear industry

1. Functional technology upgrade

- Smart Wearable Integration: e.g. Li-Ning and Huawei collaborated to launch ECG heart rate monitoring sportswear, with shipments expected to grow by 40% in 2024.

- Eco-friendly material application: Adidas' Parley marine plastic recycling series, reducing carbon emissions by 120,000 tons in 2023.

2. Scene segmentation

- Yoga clothing market size compound annual growth rate of 18%, Lululemon by virtue of Align bare fabrics to occupy 60% of the high-end market share.

- Gaming sportswear has become a new blue ocean, and the pre-sale of PUMA's cooperation model with the League of Legends sold out in 10 minutes.

3. Marketing Channel Change

Jitterbug e-commerce sportswear GMV 2023 grew 210% YoY, KOL assessment video conversion rate is 3x higher than traditional ads.

- AR virtual fitting technology enhances the online buying experience, and Anta's applet fitting function reduces the return rate by 27%.

________________________________________

C. Consumer decision-making model analysis

1. Functional demand pyramid

- Basic layer (45%): breathability/moisture wicking (e.g. Nike Dri-FIT)

- Advanced Tier (30% of share): muscle support/pressure distribution (e.g. Under Armour HeatGear)

- Higher Stratum (25% share): biomechanical data monitoring (e.g. Sensoria Smart Sock Sensor)

2. Aesthetic decision-making factors

- Color psychology: Li-Ning's “Lijun” series adopts low-saturation Morandi color, and the proportion of female users' purchases has increased to 58%.

- Tailoring innovation: Lululemon's ABC Men's Pantsuit realizes sports/business scene crossover through 3D three-dimensional tailoring.