The sports market is changing and is characterized by numerous developments. On the one hand, there are clear growth trends in areas such as outdoor activities, yoga and running. These benefit from the increased need of many people for holistic health, nature experiences and low-threshold opportunities for physical activity. They reflect the trend of no longer viewing sport solely in terms of performance, but as a means of mental relief, personal balance and everyday health care. At the same time, the running sector in particular also reflects the interest in competition and community through the increasing number of running events.
At the same time, society is becoming increasingly sporty: Sporty clothing is becoming an everyday look, fitness tracking is becoming a habit, and exercise is also being integrated as a matter of course outside of traditional training environments, be it during commutes, lunch breaks or via digital offerings at home. Health and wellness are becoming increasingly important, especially for the younger generation, which is further driving demand for versatile, flexible and health-oriented offerings.
Despite these positive developments, the overall picture is ambivalent: the proportion of the population that is active in sports is decreasing worldwide. The health trend is countered by a lack of exercise, increasing screen time and structural barriers, for example in urban areas or in poorer sections of society. The booming sportswear market, which has benefited greatly from the athleisure trend in recent years, is facing increasing competition and a slowdown in momentum. The first signs of saturation are having a noticeable impact on demand.
A key driver of innovation and differentiation is the commitment to greater sustainability. Companies are responding with new materials, circular production concepts and resource-conserving supply chains. The second-hand market is growing, as is interest in repair, rental and recycling models. New findings should also help to reduce the ecological impact of sports fashion. Nevertheless, the contradiction remains: Despite the increased interest in sustainable consumption, the overall demand for textiles continues to grow, which exacerbates the ecological challenges.
Where does the sports market stand? These international studies from the year 2025 provide important insights.
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