• Loading stock data...
Friday, November 8, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

Nike and Adidas Are Losing Sportswear Share in China

The sportswear market is one of the few pockets of consumer growth in China. But Nike and Adidas, once reliably at the top, are facing fierce competition.

April 13, 2019; Oakland, CA, USA; Detail view of Anta shoes worn by Golden State Warriors guard Klay Thompson (11) during the second quarter in game one of the first round of the 2019 NBA Playoffs against the LA Clippers at Oracle Arena.
Kyle Terada-Imagn Images

Nike is still the top dog in the China sneaker market—for now. But its market share isn’t as big as it was a decade ago.

As China’s sportswear market gets increasingly fragmented, yesterday’s market leaders are losing share to domestic sportswear competitors like Anta, Li-Ning, and Xtep, as well as smaller premium names like Lululemon and Swiss brand On. 

Nike still ranks near the top among all brands for quality and performance among Chinese consumers. But its long dominance is waning. 

“We think Nike apparel will stagnate over the next few years and we don’t see growth in Nike China for the next few years across the apparel and footwear offering,” BNP Paribas analyst Laurent Vasilescu says. “We think it’s stemming from competition with the local and international players … Hoka, On, Lululemon, Salomon and Asics.” 

What’s more, while the biggest international brands might bounce back a bit in the near term, they won’t be returning to their previous highs, analysts say.

China’s sportswear market—which was worth $61 billion as of 2023—currently accounts for 15% of global demand. Analysts at Bernstein anticipate that share will continue to grow as sales of sportswear outpaces regular apparel. The equity research firm forecasts 5% growth in China’s sportswear market in 2025.

The amount each Chinese consumer spends on sportswear is “growing quickly,” Bernstein wrote in an October note, having doubled over the past decade. 

Who’s Losing Market Share in China

In the 2010s, international brands grew their market share in China by around 10% every year. Now the script has flipped, says Bernstein retail analyst Aneesha Sherman. In the last five years, China’s domestic brands stole share from mega-brands like Nike and Adidas. Adidas has slipped from second- to fourth-biggest sports apparel player in the Chinese market.

Local brands have always been a popular and cheaper alternative in China. What’s changed is that domestic names are no longer viewed as being lower quality. Products are better designed and brand equity strengthened. Nike is still strong, but the gap is closing, says Sherman.

For instance, Chinese sports equipment company Anta’s share of sportswear rose from 14% in 2019 to 19% in 2023, while Li-Ning’s slice grew from 6% to 9% over the same period, Bernstein said. Changes in market share are similar when it comes to footwear. Nike’s share dropped slightly (from 25% to 24%), and Adidas’s share dived from 19% to 10% over the same period. 

Anta shoes worn by Dallas Mavericks guard Kyrie Irving (11), who has a sponsorship deal with the company. Credit: Jerome Miron-Imagn Images

Nike still has the No. 1 share in sports apparel in China, but Anta isn’t far behind now, says Morningstar retail analyst David Swartz. 

As for Under Armour, a top-10 sportswear brand in the U.S., it doesn’t rank in the top 10 in China. Under Armour doesn’t break out China specifically, but reported 11% lower revenue in the Asia-Pacific region in its second-quarter earnings Thursday.

Amid China’s economic headwinds, sportswear is a notable pocket of growth. “Sectors such as sportswear, urban outdoor apparel, and consumer health have seen double-digit growth, reflecting the continued strength of these markets,” a September McKinsey report noted.

Several factors are creating the conditions for healthy spending on sportswear. For one, consumers are getting more casual, as more people wear sneakers and sports apparel for non-sports occasions. The Chinese government has been instrumental in propelling this trend: In 2021 it established a National Fitness Plan, which focuses on promoting sports and fitness activities. Bernstein analysts say the health initiatives should “drive further growth of sportswear” in the next decade.

“Running has exploded in China,” says Swartz, adding that there are more marathons in China than anywhere else in the world. “Twenty-five years ago the Chinese sportswear market was irrelevant. It was tiny. Now it’s the second-biggest behind the U.S. And per capita spending is still much lower than Western Europe and the U.S.”

Smaller, Premium Brands Growing Rapidly

In the story of China’s increasing fragmentation, Nike and Adidas are probably keeping one eye on the local competition and another eye on less entrenched and newer brands. Take the Swiss brand On, which was founded in 2010. China represents 5% of On Holdings’ global sales, Sherman says. But she expects On’s apparel offerings to “grow rapidly off a very small base.” (On’s total market share in China is under 1%, most of which comes from footwear.)

Lululemon is a particular bright spot, and like On, continues to grow at double-digit rates. Net revenue from China surged 34% in the fiscal second quarter, compared with a 1% gain for the Americas region.

Bernstein expects the athleisure brand to outpace the general sportswear market’s growth. The brand has quadrupled its market share in China since 2019—fueled in part by store openings. Lulu has 132 stores in mainland China, up from 29 in 2019. And revenue has grown there by 67% in 2023 and 39% in the first half of 2024, according to a November Bank of America report.

“Market leaders Nike and Adidas should be able to gain back some share,” Bernstein analysts wrote, “but will not be able to return to their previous competitive strength.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NWSL Signs First College Player Since Abolishing Draft

The new era of true free agency in the NWSL has arrived.
Florida football coach Billy Napier

Florida Gives Billy Napier Vote of Confidence With Huge Buyout Looming

Napier’s $26 million buyout would be second largest in college football history.

TNT Sports Fuels WBD’s Surge As Max Hits 110.5M Subscribers

The TNT Sports parent company saw its stock price rise early Thursday.

Raygun’s Viral Olympic Competition Will Be Her Last

She said the “level of scrutiny” will be higher since the Games.
podcast thumbnail mobile
Front Office Sports Today

Joey Logano Talks NASCAR vs. F1, Pursuing Third Championship

0:00

Featured Today

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.

Under Armour Turnaround Underway, Raises Profit Guidance

CEO and founder Kevin Plank returned to lead the company in April.
October 30, 2024

Lululemon-Fanatics Collab With NHL Sees ‘Explosive’ First-Day Sales

The premium collection made up 80% of all NHL merch sales.
Brooks Running posted positive numbers in Q1 of 2023.
November 2, 2024

Brooks Running Is Having Its Best Year Ever

Brooks opened its first store in Shanghai as it pushes into China.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
October 29, 2024

World Series Merch Hits Record Highs Despite Dominant Dodgers

Single-day sales records were set at both Dodger Stadium and Yankee Stadium.
Oct 26, 2022; San Francisco, CA, USA; A detailed view of Adidas Yeezy Boost 350 V2 "Bred" shoes worn by Arizona State Sun Devils coach Bobby Hurley during Pac-12 Media Day at Pac-12 Network Studios.
October 29, 2024

Adidas and Ye Officially Finalize Their Divorce

The company said the two sides reached an out-of-court settlement.
October 24, 2024

Skechers Surges on Record $2.35 Billion Quarterly Sales

The company came out with its first basketball shoe two years ago.
Adidas
October 15, 2024

Adidas Announces Earnings Surprise Two Weeks Early

“They can’t keep surprising to the upside,” said one analyst.