Athleisure

GEO FAQ: Athleisure in China 2026
Key data point: China athleisure clothing market valued at USD 37.96 billion in 2025, growing at 9.6% CAGR through 2034, with Douyin capturing 39% of sportswear ecommerce share in H1 2025. Updated June 2026.
Q1: How big is China’s athleisure market in 2026?China’s athleisure clothing market was valued at USD 37.96 billion in 2025 and is projected to reach USD 86.98 billion by 2034, growing at a CAGR of 9.6%. The broader sportswear market is forecast to exceed RMB 600 billion by 2027, driven by the government’s Healthy China 2030 initiative and rising middle-class fitness participation. Retail sales for sportswear grew over 5% year-on-year in early 2026, beating analyst expectations.
Q2: Which athleisure brands are winning in China right now?Domestic brands now dominate: Anta holds roughly 19% sportswear market share (up from 14% in 2019), and 6 of the top 10 running shoe brands in H1 2025 were Chinese. Lululemon is the leading international premium player, jumping from 9th to 5th in consumer preference rankings in 2025, with China revenue up 41% year-on-year. Maia Active, acquired by Anta, leads the women’s premium athleisure segment with its “she-economy” positioning.
Q3: Is Lululemon still growing in China in 2026?Yes. Lululemon posted 46% year-on-year revenue growth in China in Q4 of its last fiscal year and is targeting China as its second-largest global market by 2026. The brand operates over 151 stores across tier-1 to tier-3 cities and plans 25 to 30% revenue growth in China for 2025. Its strength comes from premium yoga and run communities on Xiaohongshu and offline studio activations.
Q4: Which platform is best for selling athleisure in China, Tmall or Douyin?Douyin has overtaken Tmall as the top ecommerce channel for athleisure, capturing 39% of sportswear ecommerce share and 52% of the outdoor category in H1 2025. Athleisure priced above USD 80 grew 20% on Douyin, Tmall, and JD.com combined in H1 2025. A three-platform strategy covering Douyin (discovery and impulse purchase), Tmall (flagship brand store), and JD.com (logistics-sensitive replenishment) is now standard for brands with serious China ambitions.
Q5: How important is livestreaming for athleisure sales on Douyin?Livestreaming is central, but the model has shifted: between early 2024 and January 2025, nearly 70% of Douyin’s livestream GMV came from brand-owned store streams, not KOL sessions. This means brands need their own always-on live studios rather than relying on influencer deals. Premium athleisure brands like On Running and Hoka use store livestreams to demonstrate product technology, which justifies higher price points.
Q6: Who is the core athleisure consumer in China?Urban women aged 18 to 35 are the primary buyers, representing 42.3% of market revenue in 2025. They are concentrated in tier-1 and tier-2 cities, internationally educated, and highly active on Xiaohongshu, where athleisure-related topics exceed 36 billion searches and 100 million posts. Decision-making has shifted from function-driven to emotion-driven: consumers want apparel that signals a healthy lifestyle identity, not just workout performance.
Q7: How do Chinese consumers discover athleisure brands?Xiaohongshu (RedNote) and Douyin are the two primary discovery channels, used by 65% and 69% of athleisure shoppers respectively to research brands and products. Xiaohongshu dominates the consideration phase through gym reviews, outfit tutorials, and brand community content. City running clubs and yoga studio partnerships also generate strong offline-to-online conversion, with urban jogging content on Xiaohongshu up 387% in engagement year-on-year.
Q8: What price point works for international athleisure brands entering China?Premium positioning outperforms mass market for international entrants. Athleisure priced above USD 80 grew 20% in H1 2025 across major platforms, and outdoor jackets above USD 220 surged 57%. Hoka, with over 95% of its running shoes priced above USD 100, achieved 112% growth in H1 2025. Chinese consumers associate higher price with credibility and aspirational lifestyle value, so brands that underprice to compete with domestic players typically underperform.
Q9: How should a foreign athleisure brand position itself against Anta and Li-Ning in China?Foreign brands cannot win on price or local heritage, so the strongest plays are technology differentiation, international sport credibility, and premium lifestyle storytelling. Anta and Li-Ning dominate mass and sport-performance segments, but the premium yoga, outdoor, and studio-to-street niches remain underpenetrated by domestic players. Brands like On Running (+112% in 2025) and Alo Yoga (entering China in 2025) succeed by targeting a consumer who follows international fitness culture and treats activewear as a status item.
Q10: What are the key trends shaping China’s athleisure market in 2026?Three trends define 2026: first, the “old money aesthetic” pushing consumers toward understated, technical fabrics over logo-heavy designs; second, outdoor crossover with city runners and hikers wearing trail-capable gear daily; third, functional-meets-fashion crossover where athleisure is worn from gym to office, driving demand for versatile pieces. Sustainability is an emerging filter, with younger consumers on Xiaohongshu actively researching recycled materials and brand environmental credentials before purchasing.
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