Despite familiar socio-economic pressures, global sportswear revenues are on a positive trajectory, enjoying 6% growth in 2023. Responding to new consumer preferences (often influenced by participatory rather than performance-based objectives) as well as tapping into the power of women in sports will be key to maintaining this level of buoyancy, alongside the obvious essentials of effective margin and inventory management.

Globally, racket sports are booming (see Compelling Stats below), with consumers enjoying their participatory and inclusive nature and relatively low financial and ability-based barriers to entry. Niche brands and high-fashion activations are driving the lifestyle appeal of these pursuits and exciting player communities are emerging, while new-era professionals are proving hot property in the partnership game.

Just as we’re seeing a boom in racket games, other heritage sports are also ripe for reboots. Some have historically been elite pursuits, strictly reserved for the monied and privileged, but democratisation is afoot across the sports arena, and activities such as golfing and horse riding are becoming more accessible.

Projected to reach a global valuation of $1.7bn by 2030 (Allied Market Research, 2022), the dancewear market is primed for commercial success as fashion’s interest continues to grow. From professional on-stage costuming to merch-led rehearsal gear, it’s a category filled with lucrative crossover potential, and ballet collaborations are leading the charge.

Skateboarding continues to build on its evergreen popularity as new demographics and territories come to the fore, placing a heavy emphasis on local initiatives and community building – especially as skate parks increasingly become sacred communal meeting grounds for young people. Elsewhere, a female focus takes hold as brands catch on to what the skater girl wants.