In recent years, China’s sports market has seen remarkable growth, with expectations for continued and even accelerated momentum in 2025. The consistent development of the Chinese economy and the growing awareness of health and fitness have driven the surging demand for sportswear brands.
Despite many companies already establishing a presence in China, numerous untapped opportunities remain for international sportswear brands. This comprehensive blog post will explore these opportunities in detail and discuss how international sportswear brands can effectively capitalize on them to achieve success in 2025.
The sportswear market in China is booming.
As of 2023, the market size has reached approximately 4.2 trillion yuan. Projections based on current trends suggest that by 2025, the Chinese sports market could expand to around 5.5 trillion yuan.
Anta, a leading domestic sportswear brand, has been consistently growing. In 2023, Anta reported a revenue of 62.356 billion yuan, with a year-on-year growth rate of 16.2%.
Looking ahead to 2025, Anta is expected to further expand its market share by introducing innovative products and enhancing its marketing strategies. The company has been actively investing in research and development to create high-performance sportswear with advanced technologies, such as moisture-wicking fabrics and enhanced cushioning systems. These efforts are likely to attract more consumers and boost sales in 2025.
Social media and the power of communities for sportswear brands
China’s digital ecosystem, with platforms like WeChat, Weibo, and Xiaohongshu, will continue to be crucial in 2025. Li-Ning has been actively building its presence on these platforms.
Firstly, it has developed a comprehensive loyalty program within its mini-programs on WeChat. Members can earn points through activities like sharing fitness achievements, participating in virtual sports events, and making purchases. These points can be redeemed for exclusive products, discounts, or VIP experiences.
Secondly, Li-Ning has been collaborating with sports stars and fitness influencers on Weibo. In a recent campaign with a popular Chinese gymnast, they launched a series of challenges that encouraged fans to imitate gymnastic moves and share their videos. These initiatives have been effective in enhancing brand visibility and driving consumer interest.
Thirdly, Xiaohongshu remains a hub for fitness and fashion enthusiasts. Li-Ning has been sponsoring fitness-related content creators and providing them with exclusive product launches. In 2025, this strategy is likely to result in more user-generated content and a stronger brand community.
Work with a local partner
Working with a local partner is essential for foreign sportswear brands in 2025 due to the complexity and unique characteristics of the Chinese market.
Adidas has had a long-standing partnership with a local distributor. This local partner has been instrumental in understanding and adapting to the changing market trends. For instance, they have been closely monitoring the emerging trends in e-commerce and social media marketing. In 2025, they plan to jointly launch a series of augmented reality (AR) and virtual reality (VR) shopping experiences in selected flagship stores. This initiative aims to provide customers with a more immersive and interactive shopping environment, enhancing the brand’s competitiveness.
Additionally, the local partner’s understanding of the guanxi culture has helped Adidas secure valuable endorsements. In 2025, they are expected to announce a new endorsement deal with a rising Chinese sports star, which will further boost the brand’s visibility and appeal.
Word of mouth effect in China for sportswear brands
The evolving beauty standards and fitness trends in China will continue to have a significant impact in 2025. Women are increasingly aiming for a body that is both fit and aesthetically pleasing, while men are focusing on building strength and agility. This has led to a growing number of people frequenting the gym.
On Xiaohongshu, the community of “fit girls” and fitness enthusiasts is expanding rapidly. Pamela Reif,a remarkable example is a well-known fitness influencer, she has a huge following on Xiaohongshu, with over 7.9 million followers. She shares her fitness routines, including bodyweight exercises, high-intensity interval training (HIIT), and yoga sequences. Her workout videos, along with motivational tips and proper form explanations, have attracted a large number of followers. Many of them are inspired to start their own fitness journeys and often comment on her posts about their progress.
In 2025, Nike plans to collaborate with a group of top Xiaohongshu fitness influencers to create a limited-edition collection. These influencers will involve themselves in the design process and will promote the collection through their channels. This initiative will generate a huge buzz and drive significant sales.
Embracing E-Commerce and Cross-Border Trade in 2025
FILA, an Italian sportswear brand, has embraced e-commerce to achieve remarkable growth in China. In 2023, FILA’s online sales surpassed 10 billion RMB, driven by strategic partnerships with major e-commerce platforms.
The brand also launched FILA FUSION, a sub-brand targeting younger consumers with trendy designs. By participating in major shopping festivals like 618 and Double 11, FILA consistently ranks among the top-selling sportswear brands on these platforms. By 2025, FILA plans to expand its e-commerce presence by launching a dedicated mobile app and integrating AI-powered chatbots to enhance customer service.
To succeed in the Chinese sportswear market in 2025, international brands should consider the following strategy tips:
Platform Selection: Choose reputable e-commerce platforms that align with your target audience, such as Tmall for premium brands or Pinduoduo for budget-conscious shoppers. By 2025, platforms will offer more advanced features, such as AR try-ons and AI-driven product recommendations, enhancing the shopping experience.
User Experience Optimization: Tailor your website and app interfaces to meet Chinese consumer preferences, ensuring a smooth and intuitive shopping experience. By 2025, brands that prioritize user experience will have a competitive advantage, as consumers expect seamless and personalized interactions.
Data-Driven Marketing: Leverage big data analytics to gain insights into customer behavior and preferences, enabling personalized marketing campaigns. By 2025, AI and machine learning will play a crucial role in optimizing marketing strategies, helping brands deliver the right message to the right audience at the right time.
Logistics Partnerships: Collaborate with reliable logistics providers to ensure fast and reliable delivery, enhancing customer satisfaction. By 2025, the logistics industry will see significant advancements in automation and drone delivery, offering faster and more efficient shipping options.
Deep Digital China: your result-oriented partner in China
Deep Digital China specializes in the Chinese Market and Digital Marketing. We work with a wide variety of brands, from emerging sportswear labels to established international giants, all eager to succeed in the Chinese market in 2025.
Our team of experts stay updated with the latest market trends and consumer behaviors. We offer comprehensive services that include market research, brand positioning, digital strategy development, and performance monitoring.
In conclusion, the Chinese sportswear market in 2025 presents a wealth of opportunities for international sportswear brands. By leveraging the power of social media, forming strategic partnerships with local entities, capitalizing on the word-of-mouth effect, and embracing e-commerce and social network strategies, sportswear brands can position themselves for success.
As the market continues to evolve and expand, it is crucial for international brands to remain innovative, adaptable, and customer-centric to stay ahead of the competition and meet the ever-changing demands and preferences of Chinese consumers.
Do not hesitate to contact us at Deep Digital China to unlock the full potential of your sportswear brand in the Chinese market!