Sportswear brands battle for gaining more market share

Large virtual communities are developing around the Nike+ and Adidas miCoach interactive online systems. These are providing the two brands with opportunities to collect data discreetly about users; preferences and the ways in which they deploy their equipment. Such data can then be used by the two brands in their marketing.

Demand in the summer sportswear market will be driven by a number of factors, including: a rebound in discretionary spending by consumers, spurred by economic recovery; a rise in participation rates in some sports, particularly by women; a greater willingness to pursue healthy, active lifestyles; an increase in the number of older people who remain fit and healthy; growing efforts to combat obesity among children; rising demand for functional, stylish and versatile sports apparel; and a greater tendency towards relaxed dress codes in the workplace.

Looking ahead, most industry experts believe that sports apparel will become increasingly high-tech. Some have even predicted that futuristic concepts, such as spray-on clothing, will revolutionise the way athletes dress.

Textiles Intelligence