Want insights on the performance of D2C, eCommerce brands in the US & India during COVID lockdowns?
Visit Our Markets Data

A Closer Look at the Global Activewear Market Size | 2022

Sujay Seetharaman
Sujay Seetharaman
Jan 6, 2022
Min Read

Dwayne Johnson, JLo, Rihanna, Queen B have their own fitness lines, and the activewear market is here to stay. Originally, activewear was clothing worn for exercise and athletic purposes. Today, however, it’s not just professional athletes and marathon runners who flock to Lululemon, Nike and Beyond Yoga. Activewear, in recent years, has become a thriving consumer market. As a result, many fashion brands have started developing leggings and yoga pants to cash in on the athleisure fever that has gripped consumers. This blog post looks at the activewear industry landscape, growth factors, key players, and how they differ in performance metrics such as traffic, channel presence, and social engagement.

Activewear Market Size snapshots for 2022

Although used interchangeably, Activewear and Athleisure have subtle differences between them. Activewear is anything you’d wear when you’d want to break a sweat. Athleisure sits at the intersection of exercise and leisure. With a rising preference for athleisure clothing, the global activewear market is worth $380 billion in 2022, growing at a 3.68% CAGR.

North America makes up an estimated 40% of all activewear sales worldwide, followed by Europe (30%) and APAC (26%). APAC is the fastest-growing demographic, registering a CAGR of 8% in growth. China, Japan, and South Korea lead in value, while India is the fastest-growing market at 13.9% CAGR. Women’s activewear accounts for 35% of the overall activewear market. Unlike the traditional sports apparel market, which caters primarily to men, activewear’s audience (not buyers!) is predominantly women. As of 2018, Women’s activewear GMV was around five times the GMV of Women’s traditional sports apparel.

The United States comprises most activewear clothing brands, especially small-medium-sized brands. The exceptions are Nike, ASICS, Alo Yoga, and Puma. However, Nike has a strong international presence, ASICS and Alo Yoga dominate Europe and East Asia, and Puma has a strong foothold in the Indian market.  

Outlook of Activewear Market Growth drivers of the activewear market

The activewear market is growing fast, thanks to the rising awareness among younger adults, who are becoming more health-conscious, seeking out fitness and wellness activities such as gymming, sports, and yoga. Also, technological improvements to synthetic fiber have made products like spandex more flexible, durable, and washable than natural materials. In addition, celebrity collaborations with DTC and designer activewear brands and the gradual blurring of lines between work attire and workout attire continue to propel this industry forward. Modest and adaptive apparel options, Maternity activewear, and sustainable activewear are growing areas within the activewear market. Consumers experiencing a new wave of social activism will not respond well to exclusion.

Challenges of Activewear Market

However, the high cost of raw materials and designing activewear products stifles the capacity to purchase for price-sensitive consumers. Moreover, counterfeits are a cause for quality and safety issues, a constant battle for brands and consumers alike. For instance, In January 2018, Nike identified counterfeit activewear products worth more than $50,000 at Dulles International Airport in Virginia. These issues lead to declining sales of the critical activewear market players, negatively affecting market share. On the contrary, specialty activewear brands that invest heavily in vertical retail experiences and D2C, like Lululemon, are expected to show gains in the coming years.

Why/who are buying activewear?

The activewear audience is about 60% women and 40% men on average if we look at demographics. Also, according to Edited, the new SKU arrivals in the Yoga wear niche for women grew 144%. In contrast, the new SKU arrivals grew by 26% for men, signaling an explosion of options in the category focused on women. The wealthy largely favors activewear, particularly the 25-44 age group who earn upwards of $100,000, as the most popular item associated with the category – yoga pants – can cost anywhere between $75 and $100. The younger adults aged 18-24 fall below this spending cap. Gen-X (35-44) typically spends 50% more than the Millennials (25-34).

Where are people buying activewear?

Activewear junkies are highly digital; they use their mobile devices to not just buy products but also conduct product research and spot trends and deals online. Yet, they are 44% more likely to shop in-store, spending several hours browsing and trying on clothes.

Activewear Market and Demographic Analysis | 2022

Our analysis tells that there are more than 1,300 activewear brands.

Of these brands, we analyzed a sample of 500 brands to see how they are distributed by Web Sales, Shopping Cart and Shipping Volume. At Least 95% of the brands make <1M in web sales!

A little more than 50% of the brands operate their stores on Shopify. Larger, enterprise-level brands prefer custom/homegrown carts.

62% of the brands ship fewer than 100 orders a year, reflecting that the majority of the brands are long-tail, up and coming brands that are yet to make their mark in the activewear scene. Apart from the sample of 500 brands, we also picked out the key players that are being spoken about online and classified them into Legacy, Top, and Niche brands based on their revenue and scale of international presence.

Then, we analyzed the performance of these three activewear clothing brands tiers across multiple parameters such as web traffic, time spent on websites, social engagement rates among other things. We found that...

1. The audience looking up for activewear is primarily women. Men make up about 40% of the audience (not buyers!) across all three tiers.

2.On average, most customers spend a minimum of 1 minute and a maximum of 5 minutes on these brand websites. This shows that most customers know exactly what they are looking for and that most activewear brands are specialized enough to give consumers a clear choice. Generally speaking, Legacy brands, which offer categories in addition to athleisure wear, have a longer dwell time, by 20-45 seconds.

3. Shopify is the preferred shopping cart among Niche brands, while Legacy brands use Custom carts. Top brands see a spread comprising Demandware, Oracle Commerce, and Custom carts, in that order.

4. Legacy brands drive the largest share of mobile web traffic (on average, 66% of their visits are via mobile), followed by Niche (48%) and Top brands (33%).5. Legacy brands rely on direct traffic rather than social media marketing to endorse their apparel. However, Top and Niche activewear brands have a wider social media presence. Facebook/Instagram are the go-to social networks, and Pinterest, especially with smaller brands, is a close contender.

6. Top brands drive more engagement on Instagram than the Legacy and Niche segments. Puma emerges as the category leader among Top brands, driving 86% more engagement than the category average! Conversely, Adidas emerged as Legacy and Outdoor Voices category leaders in the Niche category, causing 50% more engagement than the category averages.

Trends of activewear market - 2022 and beyond

The global activewear market will be worth $439 billion by 2026, at the current CAGR of 3.68%. The Women’s activewear market is particularly hot, growing as fast as the activewear category itself. APAC and, in particular, China and India, two countries with the most significant millennial demographic, are emerging as activewear hotspots. We expect that the growth of the market in general and the call for sustainable alternatives like cotton could see mass mobilizations with sustainability at the fore, could give rise to new influencers, fashion gurus, more indie D2C brands, collaborations, and retail experiences in the athleisure scene.

Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Currently donning the Researcher's hat. Talks to himself.

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector

The holy grail of predictable demand generation

Build surgically precise lead lists of your ideal eCommerce customers
Start Free Trial
Firehose

Closed lost? Not really.

Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
Start Free Trial
Researcher

The gold standard of eCommerce market size estimates

We hand-count & research every active eCommerce company. Know your true TAM.
Start Free Trial

Get PipeCandy essays straight to your inbox.

Every week we send out one deeply researched essay that captures the eCommerce industry and its evolution, right to your inbox. 50%+ open rates for a year now.
Trusted by 22,804 DTC & eCommerce industry insiders.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Get PipeCandy essays straight to your inbox.

Every week we send out tidbits that capture the eCommerce industry and its evolution, right to your inbox. It's free. No spam. Choose to opt-out whenever.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Currently donning the Researcher's hat. Talks to himself.
Currently donning the Researcher's hat. Talks to himself.
hm.com
HQ Location: Beaverton, Oregon, United States Of America, 97005
hm.com, operated by H & M Hennes & Mauritz AB, is an internationally-focused online store that generates eCommerce net sales primarily in Germany as well as in the United States and the United Kingdom. With regards to the product range, hm.com achieves the greatest part of its eCommerce net sales in the “Fashion” category.
Web Sales
Order Volume
Commercepedia Maturity Score
Record Coverage
High
Category
Arts and Entertainment, Business and Consumer Services, Business and Industrial, Consumer Electronics, Health and Fitness
Sub Category
Arts and Entertainment, Business and Industrial, Office Supplies and Stationery, Technology and Computing
hm.com funding details
Total venture and debt funding raised by hm.com from accredited investors.
View full report
The most accurate online retailers dataset curated by algorithms & analysts
The most accurate online retailers dataset curated by algorithms & analysts
Currently donning the Researcher's hat. Talks to himself.
Currently donning the Researcher's hat. Talks to himself.
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
Book Consultation
company-logocompany-logocompany-logocompany-logocompany-logocompany-logo
company-logo
awards-img
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
prospector-img
sm-logo
Firehose
Closed lost? Not really.
Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
firehose-img
sm-logo
Researcher
The gold standard of eCommerce market size estimates
We hand-count & research every active eCommerce company. Know your true TAM.
Researcher-img
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID – a data-driven report
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth. A perspective from early days of DTC
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
State of the Direct-to-Consumer Industry in 2022
New
State of the Direct-to-Consumer Industry in 2022
The direct-to-consumer sector as we see today is far different from what it started off as about a decade ago. What we see about the DTC space today with data-driven research insights?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
COVID Impact on US D2C brands
New
COVID Impact on US D2C brands
Which D2C categories thrive & which ones struggle due to COVID – a data-driven report
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
DTC Playbooks
New
DTC Playbooks
How do D2C brands think about growth. A perspective from early days of DTC
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Global eCommerce market size
New
Global eCommerce market size
Total addressable market size of eCommerce companies in the US and other major markets
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscription eCommerce industry report
New
Subscription eCommerce industry report
Total addressable market of subscription eCommerce companies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Fashion industry & D2C fashion brands
New
Fashion industry & D2C fashion brands
How big is the fashion industry and how are the brands distributed by revenue?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
More Reports
New
More Reports
Country-specific eCommerce TAM reports & white papers
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
Qualification Criteria
Technology Catogories
30 of 30 Catogories Selected
Website Technologies
6 of 1.5K Web Tech Selected
Product Category
Fashion & Apparel & 1K more
Product Sub Categories
Accessories, Babywear & 1k more
Web Traffic Rank
<1M, 1M-5M, 10M-25M & 9 more
Web Sales
<$1M, $1M-$5M, $10M... & 9 more
Countries
USA, Canada, UK & 192 more
States
California, Florida & 748 more
Customer Type
B2B, B2C, B2G, C2C
Physical Store
Choose Option
Own Brand
Choose Option
Business Tags
Subscription, DTC & & 500 more
Monthly Unique Visitors
$0 - $10B
Monthly Shipping Volume
<100, 100-500 & 5 more
Payment Partnerships
Alipay, Vantiv CNP & 2k more
Logistics Partnerships
UPS, FedEx, DHL & 2k more
Technology Catogories
Content Delivery
or
Content Management
or
CRM
or
Website Technologies
Azure Edge
or
CloudFront
or
Turn
or
DemDex
Apply Criteria
Let's Get Started!
Narrow down your keyword search using 'Commercepedia Keyword Search' on Top
Find a comprehensive list of eCommerce companies & DTC brands using 'Filters'
Powered by PipeCandy's Proprietary Online Merchant Graph!
Slice & Dice
D2C companies based on attributes made possible for the first time with Commercepedia
Advanced Search
This is some text inside of a div block.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Filter by Sub-categories
Reset All
314
314
314
314
314
Filter by Annual Revenue (USD)
110
410
124
45
15
HQ Location
15
15
15
15