COMPETITIVE LANDSCAPE
Nike and adidas retain strong leadership as market polarisation intensifies
The competitive landscape of sportswear in 2025 remained moderately concentrated, with the top two players, Nike Australia Pty Ltd and adidas Australia Pty Ltd, holding significant share. Nike maintained its lead with a 17% value share, while adidas followed with 10%.
Emerging brands and strategic moves reshape competitive landscape
Emerging brands like Paire are performing well in local sportswear. Paire has attracted widespread attention through its commitment to sustainability and innovation, with products such as odour-resistant wool-cotton blend socks and BioFlex activewear made from corn waste-derived fibres.
Rallee emerges as a promising brand in racquet sports
Rallee, an Australian-born sportswear label co-founded by tennis icon Pat Rafter, is a notable emerging brand. Rallee is carving out a niche within racquet sports with its retro-inspired designs blended with modern functional features.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sportswear industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sportswear in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sportswear in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Sportswear in Australia?
- Where is future growth expected to be most dynamic?
Sportswear in Australia - Category analysis
KEY DATA FINDINGS
Sportswear in Australia driven by health, tech, and sustainability
Stabilising economy and health trends drive sales
Sports apparel dominates category sales
Innovative footwear drives dynamic growth
Athleisure trend and outdoor lifestyles in Australia to drive future growth of sportswear innovation
lululemon aims to lead sustainable innovation through partnerships
Tech-integrated performance wear to drive dynamic growth of sports footwear
Nike and adidas retain strong leadership as market polarisation intensifies
Emerging brands and strategic moves reshape competitive landscape
Rallee emerges as a promising brand in racquet sports
Sports goods stores and specialists lead distribution of sportswear
Retail e-commerce gains traction with convenience and promotions
Sustainability and inclusivity drive sportswear innovation
AI and tech innovation enhances sportswear functionality
Apparel and Footwear in Australia - Industry Overview
Modest growth amidst economic pressures and shifting consumer values
Market polarisation drives value sales growth in Australia
Jeanswest closes stores as mid-priced brands struggle
Sustainability and technology drive industry forward
Consumers to drive polarisation and sustainability in apparel and footwear
Sportswear to remain dynamic performer, driven by functionality and sustainability
Nike and adidas lead through innovation and brand equity
Emergence of niche brands adapting to specific consumer segments
Australian Fashion Council invests in innovative partnership with Epson
Retail e-commerce leads distribution as consumers seek convenience
AI-driven innovations elevate online shopping experience
Sustainability and inclusivity drive product innovation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sportswear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sportswear research and analysis database.
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