COMPETITIVE LANDSCAPE
Challenger brands slowly gain share alongside key sportswear brands
The sportswear market in Thailand is becoming increasingly dynamic with the entry of international challenger brands such as Hoka, On, Lululemon, and local brands like Warrix and Hasta, growing alongside established giants like adidas and Nike. In 2025, adidas Thailand Co Ltd maintained its lead with a 13% share, with Nike Inc and Skechers (Thailand) Ltd following at 9% and 3% respectively.
Competition amongst established brands and new players expected to accelerate
Thailand’s Sportswear’s on-going positive performance is being driven by versatile fashion and wellness trends. Emerging challenger brands are promoting sales faster and more frequently than leading incumbent brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- 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 Thailand?
- Where is future growth expected to be most dynamic?
Sportswear in Thailand - Category analysis
KEY DATA FINDINGS
Competition in sportswear fuels product innovation and shifting omnichannel approaches
Challengers gain market share with innovative strategies
AI and tech innovation influencing product design
Blended athletic and casual wear continues to be a major market driver
Sportswear growth expected to remain steady as versatility and performance drive demand
Challenger brands slowly gain share alongside key sportswear brands
Competition amongst established brands and new players expected to accelerate
Offline retail dominance continues with e-commerce growth
Omnichannel strategies and digital engagement expected for personalised experiences
Skechers use running workshops to build buzz and market new products
Apparel and Footwear in Thailand - Industry Overview
Polarisation, sustainability and growing e-commerce define Thailand's evolving apparel landscape
Market polarisation and competition amongst brands fuel market growth
Diversifing consumer preferences polarises segmented premium, mass market and sustainability markets
Challenger brands emphasise niche positioning, incumbents rely on grand collaborations
Consumers to drive demand for functional and sustainable apparel and footwear
Market polarisation expected to continue as innovation and sustainable grows in importance
Uniqlo and Roadget lead apparel and footwear market through innovation and marketing
Emerging resale market poses risk to traditional retail as consumer behaviour shifts
Social commerce and experiential retail drives sales through live streaming and influencers
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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