Market Overview

The domestic sports apparel market size for 2023, based on the domestic shipment value at manufacturers, is projected to reach 613,110 million yen, 104.3% of that of the previous year.

Despite the recovery from COVID-19 crisis having been underway in 2022, the impact of the crisis remained such as in restricted or shortened-hours of school club activities and team sports, and in the number of sport games and tournaments having not reached the level before COVID. However, in 2023, the influence of COVID-19 on sports opportunities disappeared, which increased the number of participants in sports as well as the demand for sports apparel.

In addition, returning of inbound tourists since lift of entry restrictions in October 2022 raised the sales particularly at stores in urban areas, which boosted the market.

In recent years, seasonal factors are suffering the concerned market, especially warm climate even after autumn having brought about sluggish sales for fall/winter clothing observed also in 2023, which are the issue for every sports category. This may affect the market to take a downswing. However, the market overall expects steady growth, as the recovery from COVID is projected to raise demand.

Noteworthy Topics

Outdoor Apparel Driving Entire Sports Apparel Market

While many categories can expect growth, the one that particularly shows strong sales is outdoor apparel, that is projected to achieve 170,000 million yen in 2023, 110.4% of the previous year.

Being used as lifestyle clothing, outdoor apparel has been growing since before COVID-19 crisis. Major outdoor brands with high recognition are especially popular as casual fashion to wear in town. The users have highly appreciated such brands not only from the fashionable aspect but also from functionality that leads to comfortability when worn in daily life. The items by these brands have become available in retailers other than outdoor specialty shops or sports goods mass retailers, which are commonly known. Fashion specialty stores have started suggesting items by outdoor brands or planning made-to-order models by such brands. This has increased customer touchpoints, improved brand awareness, and expanded customer base by providing kids’ clothing and maternity clothes, a virtuous cycle for such brands.

Future Outlook

The domestic sports apparel market size for 2024 is projected to reach 626,260 million yen, 102.1% of that of the previous year.

The favorable growth rate of outdoor apparel products from 2023 to 2024 is likely to slow down when compared to that from 2022 to 2023. However, because of large-scale market size, it is expected to exceed 5 billion yen by value, which is likely to drive the growth of entire sports apparel market.

Still, there is no sports category that can expect the growth rate in 2024 to be more than 105% of the preceding year. While the recent market growth for each sport category having owed to recovery from COVID-19 crisis, such growth has quietened down within 2023. By 2024, such growth factor from COVID seems to be little. As demand expansion factors other than that are poor, the growth rate in 2024 is anticipated to be slower.

Research Outline