Play is an intrinsic part of childhood, and the outdoors serve as a vital space for children’s development. Consequently, the demand for children’s sportswear, which offers essential protection during outdoor activities, is rising significantly.
The market for outdoor sportswear designed for children reflects the unique characteristic of rapid growth in this demographic. Parents continuously seek clothing that balances functionality, durability, and comfort to support their children’s active lifestyles.
In 2022, the outdoor functional children’s clothing market on the Tmall platform reached a remarkable scale of 530 million yuan, marking a 46.0% year-on-year increase. During the Double Eleven shopping festival, the sales growth rate surged by over 90%, underscoring the category’s expanding appeal. From a product-specific perspective, key contributors to this growth include children’s sun protection clothing, assault jackets, and down jackets, which consistently lead in sales and reflect the practical needs of young adventurers.
Source: 魔镜市场情报
- The children’s sports clothing market is experiencing rapid growth driven by an increase in active children.
For parents who enjoy outdoor sports and camping, outdoor activities have become a new way to nurture their children’s skills. This has led to a trend of younger participation and increased frequency in children’s sports. According to Tmall data, during the peak period of the 2022 children’s outdoor play market, sales rose by 35% compared to the previous year, with an annual growth rate of 21%. Transactions involving children’s bicycles, roller skates, skateboards, and frisbees grew by an average of 45%.
Source: TMIC
It is evident that children’s outdoor sports are mirroring the patterns of adult sports, and their clothing is becoming increasingly professional. In winter, children wear down jackets; in summer, sun-protective clothing; and on rainy days, windbreakers. Data highlights that sun-protective clothing, windbreakers, and down jackets are among the most popular functional outdoor clothing items for children. Sales of down jackets alone surged by approximately 300% year-on-year, while sales of children’s skiing clothing in specialized sports scenarios increased by over 150%.
Children’s outdoor sportswear is evolving toward functionality and specialization, much like adult sportswear. Tight-fitting pants, specialized sun-protective clothing, and sport-specific apparel for activities like tennis and skiing are now widely available for children.
Brands catering to this demand fall into two main categories. Established sportswear brands, including The North Face, Anta, FILA, and 361°, have extended their expertise to children’s lines, offering high-performance items such as windbreakers and down jackets. Meanwhile, children’s clothing brands like Balabala and Disney Kids Clothing have expanded from daily wear to sportswear, focusing on sun-protective clothing as their primary product for outdoor sports.
Additionally, new entrants are making waves in this space. The sportswear brand moodytiger is carving a niche with its “first professional children’s sports leggings,” positioning itself as a “lululemon for kids.” Initially emphasizing “redefining children’s sports comfort,” the brand has since diversified into multi-season, multi-scene, and multi-category sportswear and footwear for children.
The vibrant children’s sportswear market demonstrates that despite their small size, children’s demand for professional sports attire rivals that of adults.
- Comfortable sportswear is the best protection for children
Play is instinctive for children, and the outdoors is often the backdrop for this growth. While parents prioritize durability, dirt resistance, and cotton fabrics when choosing outdoor sportswear for their children, kids often have a different perspective.
In summer, while adults avoid the sun, children embrace it wholeheartedly. They dash under the scorching rays, construct sandcastles on the beach, and leap onto skateboards with unbridled enthusiasm.
Summer’s intensity leaves its mark on children, serving as a reminder to parents that everyday cotton clothing isn’t always ideal. The joy of play often eclipses children’s awareness of self-protection, leading to flushed faces, tight clothing marks, sticky, sweaty skin, and limbs noticeably darker from sun exposure. This is where functional outdoor wear—like children’s sunscreen clothing, sports pants, and quick-drying apparel—steps in as essential protection under the bright summer sun.
For instance, while dark colors might be great for resisting dirt, they also absorb heat excessively under the sun. Cotton, while breathable, absorbs sweat slowly, takes time to dry, feels heavy, and retains odors. What parents may view as practical doesn’t always align with children’s needs.
Until children develop their own sense of outdoor self-care, functional sportswear plays a dual role: it’s not only an outfit but also their first layer of skin-friendly protection. Comfortable, high-performance fabrics and innovative technologies are emerging as key differentiators in the competitive children’s sportswear market.
Clothed in the “battle armor” of comfort and functionality, kids can enjoy unrestrained play while parents gain peace of mind.
- The summer surge in children’s sportswear
Outdoor brands are increasingly making their mark in the children’s sportswear market. North Face recently opened its first children’s concept store in Greater China, marking its entry into the local market. ANTA Kids debuted at Shanghai Fashion Week, unveiling professional sportswear lines tailored for basketball, figure skating, and artistic gymnastics, among others. Similarly, LI-NING YOUNG is gaining traction in this competitive space. With these key players, the children’s sportswear market is poised for significant growth, with top brands vying for dominance.
Offline, brands are hosting parent-child activities such as tennis, fitness, and ice skating, offering families opportunities to bond through active fun. Social media platforms are filled with positive reviews from mothers sharing their satisfaction with the quality of the products.
As functional children’s clothing expands, it is expected to diversify into more specialized categories. A strong market leader is likely to emerge, potentially rivaling established names like lululemon and The North Face in the adult market.
The trend for outdoor sportswear has already moved from adults to children. Sun-protective clothing for hot summers, down jackets for the cold, and versatile 3-in-1 jackets are becoming must-have items in children’s wardrobes. Just as lululemon has become a favorite for mothers and The North Face for fathers, it’s not far-fetched to imagine a powerful brand emerging as the go-to choice for children, forming an essential part of the new generation’s middle-class family treasures.
