COMPETITIVE LANDSCAPE
Top brands maintain lead as consumers demand remain polarised
The sportswear market in South Africa is moderately concentrated, with the top companies of adidas (South Africa) Pty Ltd (16%) and Nike South Africa Pty Ltd (15%) being the only names to hold double-digit shares, with the remainder of the category fragmented. The top names maintain their market leadership through their robust brand presence and adaptability to evolving consumer preferences.
New entrants and local sports teams' clothing ranges create new opportunities
The South African sportswear market witnessed significant merger and acquisition activity in 2025, with Frasers Group completing its acquisition of Holdsport Group, initially publicised in November 2024. Holdsport Group owns popular South African retailers including Sportsmans Warehouse, Outdoor Warehouse, and Shelflife.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in South Africa?
- How are products distributed in South Africa?
- 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 South Africa?
- Where is future growth expected to be most dynamic?
Sportswear in South Africa - Category analysis
KEY DATA FINDINGS
Sportswear sees healthy growth as a result of shifting consumer behaviour and wellness culture
Expansion of athleisure and active lifestyles fuel growth
Polarising consumer preferences split between affordability, versatility, and casualisation
Emerging resale indicates a potential shift, opening potential to traditional brands
Cross-functionality to boost future sales as more consumers adopt active lifestyles
Limited-edition collections and collaborations show the way forward
Top brands maintain lead as consumers demand remain polarised
New entrants and local sports teams' clothing ranges create new opportunities
Apparel specialists lead sportswear sales with a strong brand presence
Apparel and Footwear in South Africa - Industry Overview
Affordable products attract many but athleisure and aspirational positioning also appeals
Apparel and footwear sales supported by market polarisation and shifting consumer preferences
Market polarisation is a key driver in market growth and development
Resale platforms normalise second-hand clothing sales
Shein remains a competitive challenger to local retailers, despite tax reforms
Athleisure, affordability, and aspirational purchases to continue driving spending
Normalisation of resale and sustainability to force companies to re-strategise
Local brands maintain lead, adapting to changing consumer preferences and tax regulations
Competitive nature of emerging brands to increase strategic positioning of local players
Retail offline continues to dominate sales, albeit with a strong omnichannel presence
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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