Australia Sportswear Market Size, Share, Growth Analysis Report and Forecast Trends 2025-2034

Australia Sportswear Market Trends

The Australia sportswear market has been driven by the country’s growing health consciousness and fitness-focused culture, leading to increased demand for sportswear. The rise in sports participation and outdoor activities further fuels the need for specialised, durable clothing. The fitness trend has also transformed sportswear into a lifestyle choice, with technological innovations improving comfort and performance. In July 2023, Rebel Sports partnered with the Matildas, Australia's national women’s soccer team, to promote women’s sportswear, coinciding with the FIFA Women’s World Cup in Australia, aiming to boost visibility and support for women in sports.

The Australia sportswear market revenue is further boosted by eco-conscious consumers opting for sustainable products. The expansion of e-commerce has made sportswear more accessible, enabling convenient online shopping. A wide range of products is available for various physical activities, and brands support local athletes by promoting positive, community-focused images. Retail distribution networks further strengthen the market. In February 2024, Lorna Jane launched a new eco-friendly activewear line in response to growing consumer demand for sustainable fashion in the sportswear sector.

Australia Sportswear Market Growth

Activewear has become fashionable, not just functional, contributing to the growth of the Australia sportswear market. Government initiatives promoting health and fitness further drive demand for sportswear, while rising disposable income enables Australians to invest in higher-quality products. The athleisure trend broadens sportswear’s appeal beyond gyms and fitness environments. International sportswear brands bring diversity, competition, and innovation to the market. In April 2024, Adidas launched a new women’s sportswear collection in Australia, designed for high-performance activities, aiming to cater to the increasing number of women in sports and promoting inclusivity and empowerment.

The demand for the Australia sportwear market is strengthened by a large, active youth demographic, fueling the need for sports and fitness apparel. Brands are creating products designed for the Australian climate, ensuring comfort in hot weather. Custom sportswear, offering personalisation, is growing in popularity, and corporate sponsorships and events boost visibility. Sustainability in manufacturing has become a key focus, appealing to environmentally conscious consumers. In May 2023, Puma launched an eco-friendly sportswear range in Australia, incorporating recycled materials and sustainable practices, responding to the demand for environmentally responsible products while promoting active lifestyles.

Australia Sportswear Market Insights

• The Department of Health and Aged Care reports that approximately 90% of Australian adults participate in sports each year.
• Industry reports indicate that around 13.5 million adults and 3.6 million children engage in sports annually.
• According to the Department of Health and Aged Care, sports generate a substantial contribution to the economy, bringing in USD 32 billion annually and providing employment for 128,000 people.

Industry News

March 2024

Australian brand Sportscraft was chosen as the official designer for the Australian Olympic Team’s apparel for the Paris 2024 Olympics. The collection focuses on combining style and functionality, underlining Australia’s dedication to encouraging greater female participation in athletics.

September 2023

The Iconic launched a marketing campaign with five active Australian athletes to promote its new women’s activewear range. The initiative aims to encourage more women to engage in sports while highlighting the latest trends in performance apparel.

Australia Sportswear Market Drivers

Growth of Athleisure

The rise of athleisure has greatly impacted the Australia sportswear market, with consumers increasingly choosing sportswear for both fitness and everyday use. Driven by comfort, style, and functionality, brands are designing versatile pieces that seamlessly transition from gym wear to street style. This trend, which aligns with Australia’s active lifestyle, is further boosted by a growing health-conscious population. As a result, brands are broadening their product offerings to include fashionable items suitable for both performance and casual wear. In February 2024, Adidas launched a marketing campaign promoting its new athleisure collection in Australia, emphasising the versatility of the apparel for both athletic and casual occasions.

Sustainable Sportswear

Sustainability has become a significant trend in the Australia sportswear market, with consumers increasingly demanding eco-friendly options. Many brands are now integrating recycled materials, organic fabrics, and sustainable production methods to cater to this growing demand. This shift reflects a global push towards sustainability as Australians seek to reduce their environmental footprint. Companies like Lorna Jane and Puma have launched eco-conscious activewear lines to meet this demand. As consumers become more environmentally aware, sustainable sportswear is expected to continue shaping the market, giving a competitive edge to brands focused on ethical sourcing and eco-friendly practices. In September 2023, BAY Active launched a new collection made from GOTS-certified organic cotton, promoting sustainable practices within the industry.

Opportunities in the Australia Sportswear Market

Technological developments in materials and design are transforming the Australia sportswear market. Innovations such as moisture-wicking fabrics, temperature control, and improved breathability are becoming more common, enhancing both performance and comfort. Additionally, the rise of smart sportswear, which integrates wearable technology to track fitness metrics like heart rate, steps, and calories, is growing. This integration of technology makes sportswear more attractive to fitness enthusiasts and athletes who aim to optimise their performance. As technology advances, Australian sportswear brands are leveraging these innovations to deliver high-tech products that meet consumer demand. In January 2024, ASICS launched a new line of running shoes with advanced cushioning technology for enhanced comfort and performance, underscoring the brand's commitment to innovation in athletic footwear.

Market Restraints

The Australia sportswear market faces several key challenges. High competition, particularly from global brands like Nike and Adidas, creates price sensitivity among consumers, pressuring brands to offer quality products at lower prices. Rising raw material costs, especially for sustainable fabrics, increase production expenses, affecting affordability. Logistical issues, including supply chain disruptions and Australia's geographic location, add to the market's challenges, raising transportation costs and delaying product availability.

Economic uncertainty also impacts consumer spending, reducing demand for non-essential items like sportswear during downturns. Finally, growing environmental regulations and sustainability pressures require brands to adopt eco-friendly practices, often leading to higher compliance costs and potential strain on profitability.

Australia Sportswear Market Share

Market Analysis by Product

The Australia sportswear market analysis, highlights the significant role footwear plays, offering performance-enhancing features for a variety of sports. Footwear provides essential comfort, durability, and support for athletes and fitness enthusiasts. With a strong focus on innovation and technology, brands continuously evolve their products to meet the increasing demand for quality, functionality, and style. In November 2023, Nike launched the Air Zoom Alphafly NEXT% 2 in Australia, specifically designed for long-distance runners. The shoe features advanced cushioning, improved energy return, and a lightweight design, reflecting Nike's dedication to performance and innovation in the running market.

The growth of the Australia sportswear market is further supported by the increasing popularity of sportswear apparel, which combines comfort, flexibility, and performance, catering to both professional athletes and casual fitness fans. The rising demand for athleisure, with its dual purpose of both active use and everyday wear, is notable. Innovations in fabrics and designs enhance movement, breathability, and durability. In June 2023, Adidas launched the Adidas Primeknit Seamless workout collection in Australia. This range, targeting gym-goers and athletes, offers seamless, breathable, and flexible activewear, showcasing Adidas' commitment to sustainable, high-performance sportswear designed to provide comfort during intense workouts.

Market Analysis by End User

According to the Australia sportswear market report, the sector is also expanding, especially within the children’s market, as an increasing number of parents promote physical activity from a young age. Kids’ sportswear is designed for comfort, flexibility, and durability, supporting active play and sports participation. The market offers a wide range of apparel and footwear to cater to the diverse needs of young athletes. In July 2024, Nike introduced the *Nike Air Zoom Pulse 2* for children in Australia. This shoe is designed for active kids, offering support, durability, and comfort across various sports. The launch highlights Nike’s dedication to creating performance-oriented footwear tailored to young athletes.

The opportunities in the Australia sportswear market are expanding, particularly within the women’s sector, which is experiencing rapid growth due to increased participation in fitness and outdoor activities. Apparel and footwear specifically designed for women provide enhanced comfort, style, and performance. The market is responding to the demand for inclusive sizing, sustainable materials, and versatile athleisure. In March 2023, Lululemon launched the *Lululemon Align Pant* in Australia for women. Designed for yoga and low-impact workouts, the pant features high-rise, breathable fabric for maximum comfort. This launch underscores Lululemon's commitment to innovation, functionality, and style in women’s activewear.

Market Analysis by Distribution Channel

The growth of the Australia sportswear market is being driven by the online sector, which provides convenience, a broader range of products, and the ability to shop around the clock. This platform allows brands to reach a larger audience nationwide, offering easy price comparisons and direct-to-consumer sales, which enhances customer engagement and enables more personalised marketing strategies. In October 2024, Nike launched its new "Nike Training Essentials" collection, available exclusively online in Australia. The range features eco-friendly materials and advanced performance wear for both men and women, designed for high-intensity training, further supporting Nike’s sustainability goals.

The demand of Australia sportswear market is also bolstered by offline shopping, where consumers can experience products in person. It provides instant gratification, personalised customer service, and the opportunity to assess the fit and quality of apparel. Physical stores often feature exclusive in-store offers and brand experiences, fostering stronger community connections. In July 2024, Adidas launched a new in-store exclusive line in its Australian outlets, featuring the "Adidas Ultraboost 25." This collection focuses on premium running shoes, incorporating new Boost technology for improved comfort and performance. Customers can experience these innovations in-store before making a purchase.

Australia Sportswear Market Regional Insights

New South Wales Sportswear Market Overview

The sportswear market in New South Wales is driven by high participation in sports and fitness activities. The state's diverse population and numerous sporting events create a demand for innovative sports apparel. Government initiatives promoting health and fitness further support market growth. In 2023, approximately 60% of adults participated in physical activity, with a particular emphasis on team sports and fitness classes, supported by state health initiatives, according to NSW Health, 2023.

Queensland Sportswear Market Trends

According to the Australia sportswear industry analysis, Queensland's sportswear market is characterised by a strong interest in outdoor activities such as surfing and rugby. The state's warm climate promotes active lifestyles, boosting demand for lightweight and breathable sportswear. Local government programmes encourage physical activity, enhancing market potential. In 2023, over 65% of residents took part in outdoor sports or fitness activities, with notable participation in surfing and rugby, supported by local government health campaigns, according to Queensland Government, 2023.

Western Australia Sportswear Market Dynamics

Western Australia's sportswear market is shaped by its expansive outdoor spaces and a strong fitness culture. The state experiences considerable participation in recreational sports, which drives growth in activewear sales. Government initiatives focused on improving community health contribute to the rising demand for sports apparel. In 2023, around 55% of Western Australians engaged in regular physical activity, predominantly outdoor sports like running and cycling, supported by state-funded health promotion programmes, according to WA Health, 2023.

Competitive Landscape

The Australia sportswear market key players offer a broad product range, including athletic apparel, footwear, and fitness equipment. The company transformed the fitness industry with the launch of aerobic shoes and played a pioneering role in the growth of fitness culture. It concentrates on delivering high-performance products designed for various fitness enthusiasts, from running and training to CrossFit. The brand is recognised for its strong focus on innovation, comfort, and style, alongside its dedication to encouraging healthy lifestyles.

Key Industry Players

Nike, Inc.: It is a global leader in sportswear and athletic footwear, founded in 1964 by Bill Bowerman and Phil Knight. Headquartered in Oregon, United States, Nike designs, manufactures, and markets innovative products for various sports and fitness activities. It is renowned for its cutting-edge design and performance technology.

adidas Australia Pty Limited: A subsidiary of the global sportswear brand adidas, was established in 1990. Based in Melbourne, Australia, it offers athletic footwear, apparel, and accessories. adidas is renowned for its commitment to sustainability, innovation, and performance, catering to athletes and active individuals across various sports.

PUMA AUSTRALIA PTY LTD: Part of the global PUMA Group, was established in 2000. Headquartered in Melbourne, Australia, PUMA specialises in sportswear, footwear, and accessories. The brand is known for its fusion of performance and style, catering to athletes and fashion-conscious consumers with a focus on innovation and quality.

Under Armour®, Inc.: Founded in 1996 in Maryland, United States, Under Armour revolutionised sports apparel with moisture-wicking fabric. The company produces performance-enhancing athletic wear, footwear, and accessories, aiming to empower athletes to perform at their best through innovation and technology.

Other key players in the Australia sportswear market report are Reebok International Limited, ISC LIVE.DREAM.PLAY. PTY LTD., Classic Manufacturing Company Pty Ltd., ASICS Oceania Pty Ltd., Hunting Lady Pty Ltd and Struddys Apparel Co Pty Ltd, among others.

Recent Developments

November 2023

Lululemon extended its footprint in Australia by launching three new stores in key cities. This move highlights the brand's dedication to catering to the growing demand for high-quality activewear among Australian shoppers.

July 2023

Target Australia launched the Active Studio Soft collection, comprising 37 SKUs designed for low to medium-impact workouts. This initiative seeks to capitalise on the rising popularity of activewear, highlighting a shift in consumer preferences towards athleisure.