China is experiencing a significant surge in interest in fitness and outdoor sports, fueling substantial growth in the athletic apparel market amid an otherwise sluggish consumer economy. Once primarily a destination for foreign rock-climbing tourists, Yangshuo in southern China has recently seen an influx of urban office workers drawn to outdoor activities as a form of stress relief, reflecting a broader national trend toward active lifestyles.
Participation in marathons has more than doubled since 2017, exceeding one million runners, with improving finishing times, according to the Chinese Athletics Association. Competitive fitness events like Hyrox, which combine running with strength challenges, have witnessed rapid growth, rising from 7,300 participants to 55,000 in just one year. Meanwhile, emerging racket sports such as padel are gaining popularity, exemplified by Hebi, a small central city that has constructed roughly 1,600 pickleball courts for an estimated 300,000 players.
This fitness boom has translated into increased demand for athletic wear, with hiking shoes, yoga pants, and related apparel becoming sought-after fashion items among China’s middle class, even among those who do not engage in regular exercise. This trend has created an economic bright spot as many other sectors struggle amid slowing growth. Global brands like Adidas and Amer Sports have reported strong revenue gains in Greater China, with the latter seeing approximately 45% year-over-year sales growth in its latest quarter.
Lululemon, a yoga and Pilates apparel brand popular among affluent urban women, is expanding aggressively in China, accounting for over half of its planned international store openings this year and anticipating continued double-digit revenue expansion. The company recently launched its Summer Sweat Games event in multiple Chinese cities, drawing participants for kettlebell and pull-up contests. However, competition is intensifying as more premium brands enter the Chinese market, challenging Lululemon’s previously dominant position.
The company faced a backlash after a May marketing event at the Great Wall of China featured Japanese drums, provoking nationalist criticism. Lululemon apologized, emphasizing the event’s intention to honor Chinese culture. Meanwhile, Los Angeles-based Alo, another prominent Western activewear competitor, is preparing to enter China officially, having gained online attention as travelers brought its products back from abroad.
Chinese domestic brands are also capitalizing on the fitness trend. Maia Active, owned by sporting conglomerate Anta, offers affordable yet fashionable athletic wear tailored to Asian body types. Li-Ning has become a leading sports shoe brand, popular among many top marathon runners, while Xtep manages both the China business of American brand Saucony and its own range of budget-friendly and high-end running shoes.
Nike, historically a dominant player in China’s athletic retail sector, has seen its market share decline amid rising competition from local brands and shifting consumer preferences. Its revenue in China and Taiwan is down nearly 30% from its peak five years ago. In response, Nike is focusing on developing China-specific products and elevating its brand positioning, alongside tapping into emerging sports like Hyrox with training programs aimed at local athletes. Nike CEO Elliott Hill reaffirmed the company’s commitment to the Chinese market during a recent earnings call, stating that the brand will continue to engage consumers through sport.
The growing fitness and wellness culture in China reflects a post-pandemic shift in consumer values, emphasizing quality of life and personal well-being beyond solely economic considerations. This evolving landscape offers both challenges and opportunities for international and domestic athletic brands vying for a share of China's expanding market.