China’s Fitness Boom in 2025 Just Hit a Tipping Point. Every Brand Wants In.
What used to be about morning jogs in the park has become a cultural movement reshaping how China shops, dresses, and defines lifestyle. Fitness is now mainstream, and with it comes a consumer market that is rewriting the rules for sportswear and outdoor brands.
By September 2024, 37.2 percent of the population was exercising regularly, edging close to the government’s 38.5 percent target under the National Fitness Plan. Infrastructure has scaled up just as quickly: 4.84 million sports venues and 3.0 square meters of sports space per capita, already exceeding the national goal.
This is not just fitness growth. It is the foundation of one of the fastest-rising lifestyle economies in Asia.
Sportswear: Functionality First, Local Brands Rising
China’s sportswear market reached RMB 542.5 billion in 2024, growing 10 percent year-on-year. It has become the region’s growth engine, powered by national pride and performance-driven design.
61 percent of consumers prefer local brands, tying them to both quality and cultural identity.
Nike still holds share, but growth has slowed. Meanwhile, Arc’teryx, Salomon (under Amer Sports), On Running, and Lululemon are gaining ground through localized retail, expansion, and community-led engagement.
Domestic players thrive on functionality and patriotism, while international brands appeal to status and self-expression.
Functionality remains the baseline. 95 percent of consumers in Tier 1 to Tier 3 cities say it is their top priority. Demand has surged for sun, water, and wind protection in apparel and anti-slip, lightweight, and waterproof features in footwear since 2022.
And the boundaries are dissolving. 65 percent of consumers wear outdoor gear in daily life, while others use casual clothing for light outdoor activities. The wardrobe and the trail have merged.
Sun Protection: From Cream to Culture
China’s sun protection market is evolving more slowly, but with clear structural change. Retail sales are forecast at RMB 22.8 billion in 2024, a 2 percent year-on-year increase, with a five-year CAGR of 1.1 percent.
Growth is driven by three forces:
Travel and leisure. Running and hiking participation hit 70 percent, while 30 percent of consumers engaged in cycling and camping. Each activity creates new demand scenarios for sun protection.
The shift to physical protection. Apparel, hats, and accessories are becoming as important as creams, often preferred as the first line of defense.
Sticky habits. More than 80 percent of core users increased frequency in the past year. Daily use, scenario-specific products, and all-season routines are becoming the norm. Reapplication is highest during tourism and leisure, showing how new habits are anchored in lifestyle.
The Bigger Picture
China’s sports and outdoor consumer market is undergoing structural transformation. Policy support, health consciousness, and upgraded consumption habits are converging to create a sector that is diverse, professional, and woven into everyday life.
For brands, the stakes are clear. Local champions are accelerating. Global players must adapt to new consumer codes built on functionality, cultural identity, and lifestyle integration.
What started as fitness has become fashion, aspiration, and one of China’s most powerful consumer revolutions.
