In 2025, niche sports are gaining momentum, breaking through traditional barriers and expanding their influence across the market. As a result, niche sportswear brands are seeing a rise in popularity, with consumers becoming more discerning in their choices. This trend is further supported by the growing variety of sportswear clothing scenarios in addition to the segmentation of sports categories, driving brand-specific search behavior and increasing demand for brand awareness.
Economic growth shapes the “Big Sports Industry,” driving the rise of m niche sports as they break through barriers faster.
As China’s sports product market continues to expand, driven by policy support, the sportswear sector is poised for significant development.
With China’s per capita GDP steadily increasing, niche sports are breaking through traditional barriers. The impact of the pandemic and the Winter Olympics has led to a surge in popularity for outdoor and home-based sports, spurring considerable growth in sales of specialized footwear and apparel.
The pandemic and Beijing Winter Olympics have further accelerated the growth of these sports, with outdoor gear and home-based activities experiencing rapid development. JD.com’s Double 11 data highlights a remarkable 77.9% year-on-year increase in sales of outdoor shoes and clothing, with storm wear sales rising by 97% and fleece apparel increasing by 121%.
In the home-based sports segment, particularly yoga, brands like Lululemon have seen substantial success. The brand, known for its high-quality yoga pants, reported a 41% year-on-year increase in international net revenue in the third quarter of this year, as yoga’s popularity continues to rise.
Niche sports brands have experienced a surge in popularity, fueled by the rise of the “Yama Style Life” trend, which has expanded the range of sportswear clothing scenarios.
As niche sports gain traction, brand visibility has also risen significantly.
The top five sports footwear and apparel categories with the highest growth rates are as follows: Yoga (+102%), Skiing (+78%), Running (+18.7%), Mountaineering (+27%), and Fitness (+22%). Overall, the search growth rate for sports footwear and clothing has increased by 18.7%, outpacing the overall growth rate by 8%.
热搜品类相关热门品牌搜索量大增:
“Yama Style Lifestyle” leads the new trend, and sports fashion is gaining popularity
With the increasing focus on comfort and casual lifestyles, sports shoes and clothing are becoming a go-to choice for everyday wear. The rise of outdoor lifestyles is blurring the lines between “professional sports” and “casual sports,” leading to growing demand for outdoor-specific sportswear. This trend indicates that the usage scenarios for sports clothing will continue to diversify, further fueling the expansion of this market.
The trend of subdividing sports categories has created diverse cognitive appeals for brands, resulting in increased search behavior among consumers
When considering the touchpoints before making a purchase, the top three sources of pre-purchase information recall in 2022 were offline channels (22% compared to 21%, +11.5%), e-commerce channels (22% compared to 21%, +14%), and search channels (22% compared to 21%, +16.9%).
Significant Increase in Search Demand
Offline touchpoints, with try-on features, continue to significantly influence clothing recall. Additionally, the rise of niche sports brands has driven a 16.9% increase in search demand as consumers seek greater brand recognition.
The top five platforms for proactive searches before purchasing include the following: e-commerce platforms (such as Taobao), search engines (such as Baidu), short video platforms (such as Douyin), grassroots recommendation platforms (such as Xiaohongshu), and communication platforms (such as WeChat).
Notably, 77.4% of sports shoe and clothing consumers, compared to 75.9% of general consumers, conduct searches across multiple platforms before making a purchase.
E-commerce and search platforms have emerged as popular search choices
Driven by the rising interest in niche sports and the need for consumers to gather information before making decisions, e-commerce platforms mainly serve comparison functions while search engines play a key role in brand education. Short video and grassroots recommendation platforms provide direct displays of clothing matching effects, assisting consumers in their selections. Brands can tailor their media strategies based on these marketing needs.
The ranking of search information includes: 1) Word of mouth, 2) Brand level, 3) Recommended rankings (brand recognition), 4) Distinguishing authenticity (product recognition), 5) Checking official websites (trust appeal), 6) Checking prices, and 7) Comparative information.
Typical search scenarios for trendy sports clothing and footwear include: Intelligent recognition of quality items, viewing professional brand recommendations, confirming the reliability of purchasing channels, and checking for new products on official websites.
