Sportswear growth – tapping into a market on the move

Sportswear has crept into wardrobes all across the UK. The activewear market in the UK is valued at £ 17,216.98m ($23,145m) and is likely to increase to £26,707m ($35,898) by 2030 according to Grand View Research. True, most of us have owned a pair of Nikes without being much of a runner, or worn yoga pants without attending a class. But today, the sportswear market encompasses so much more. From those dedicated to fitness and keen sportspeople, to those who dally in cardio and enjoy the comfort of sports apparel.

For sportswear manufacturers and retailers with an eye on growth, the market isn’t without its challenges, and expansion is intrinsically tied to brand building and reaching customers with the right products, messages and ethos.

According to McKinsey’s Sporting Good 2025 Report, growth has been slower that pre-pandemic and is slowing down. This is largely due to consumers being thriftier in their spending habits, the rise of physical inactivity, the impact of tariffs and supply chain change, as well as the emergence of challenger brands.

It is not, however, all doom and gloom.

Realising opportunities

Forty-four percent of respondents in the McKinsey research (sporting goods executives) said they were feeling optimistic for 2025.

There are many opportunities within the market – some tied to the challenges themselves. The decrease in the number of people who are active is one of those. According to the McKinsey report, 1.8bn people worldwide aren’t meeting the right levels of physical activity (recommended by the World Health Organization). These 1.8bn people therefore present a massive opportunity to sportswear companies.

One of the ways in which brands are trying to tap this market is to make it easier to start a sport or organised fitness regime by removing the barriers to entry. Like marketing beginner friendly sports equipment, promoting wearable technology to track activity, offering inclusive sizing and launching campaigns like the New Balance Run Your Way or the Nike Play New initiative that encouraged people to try something new and just have fun.

Challenger brands have been particularly successful with expanding into this market – with traditional big brands losing market share. Why? Because, according to McKinsey, challenger brands were more focused on ‘specific pockets of growth’, they had a sharper value proposition, they delivered innovation and used cultural marketing.

The role of social media

There is no denying the role that social media plays in building a brand and in growth strategies. This is also true when it comes to sports and active wear. For example, the McKinsey research showed that 26% of adults started a new sport in the last year, with 16% doing so after they’d seen it on social media. That percentage increased to 27% among Millennials and GenZ.

Existing brands with existing footprints are reaching new audiences, and connecting with customers in ways they haven’t done before. For the challenger brands or new entrants to the market, social media has provided a more level playing field for them, especially in start-up mode where competing with big brands on marketing and advertising budgets is near impossible.

Social media provides a platform for connection with customers and for customers to connect with not just the brand but also influencers directly or indirectly associated with the company, sport, fitness activity. Messages and campaigns can be highly targeted – reaching the right people in the right place at the right time – but they can also show a new side to brands. The social media space (think about TikTok) enables brands to show their customers who they really are, reveal their personalities (and humanity), as well as raise awareness of issues important to their vision, like sustainability and inclusivity.

The engagement on social channels has helped with another trend identified by McKinsey and that is fitness as a way of life, and active wear as a key part of expression and identity. The old adage ‘track pants are for working out not going out’ is no longer valid with the rise of athleisure which, according to Immago, is ‘clothing that blurs the lines between traditional workout clothes and street fashion’.

Capitalising on trends

Trends also have an impact on what customers are spending their money on in the sportswear market. Not just active wear but sports equipment too. During the pandemic, for example, Peloton grew exponentially with millions of sign-ups as gyms closed. Another trending sport is pickleball. It was invented in the US in the 1960s, steadily growing in popularity with the first US Open Pickleball Championships held in 2016. It made its way to the UK where there are now 270 courts and approximately 35,000 players.

Along with new sports or playing sports in new ways comes the opportunity for activewear brands to make their mark by capitalising on the trend or using even using the trend to reinforce its existing lines.

Conclusion

The vast and growing sportswear market in the UK presents significant opportunities, particularly by addressing the challenge of physical inactivity head-on. Brands that innovate with product, embrace inclusive marketing, and harness the power of community through social media are best positioned for success. As athleisure continues to blur the lines between activity and everyday life, and new sports emerge, the sportswear industry is poised not just for financial growth, but for a pivotal role in encouraging a more active and engaged society.

Back to News