From gym to main street: Why sportswear is taking over our closets

[SINGAPORE] If you’re seeing more people clad in sports and athleisure wear, you’re not imagining things. Despite a slowdown in the economy last year, the sportswear market in Singapore grew at a strong 8 per cent to S$1.4 billion. And by 2030, total retail current value is forecast to reach S$1.6 billion, representing a compounded annual growth rate (CAGR) of 4 per cent.

According to Euromonitor International’s latest World Market for Apparel and Footwear 2026 report, this is due to consumer demand for performance-driven apparel and rising health and fitness awareness.

Growth over the next five years will be led by more people taking part in sports and fitness activities, increasing wellness awareness and a continued desire for sustainable and performance-oriented products.

“As longevity and wellness have emerged as the new status symbols, casualisation of dress codes reinforces demand for versatile, performance‑led apparel that can be worn across work, leisure and social settings,” Marguerite LeRolland, the market intelligence company’s senior global insight manager for fashion tells The Business Times.

“Sportswear benefits uniquely from this shift because it combines functionality, comfort and everyday relevance.”

Euromonitor defines sportswear as performance, outdoor and sports-inspired clothing and footwear.

This isn’t just a local trend. Globally, sportswear is set to grow at a 2 per cent CAGR through 2030, twice as fast as that of the wider apparel and footwear market.

China is the second-largest sportswear market globally after the US, while Malaysia, Indonesia and Vietnam are expected to be the fastest growing, with a CAGR of 6, 5.5 and 5 per cent, respectively.

Euromonitor’s Voice of the Consumer: Lifestyles Survey 2025 found that 35 per cent of global consumers plan to spend more on health and wellness. Women are especially influential in this space, thanks to the rising profile of female athletes and fashion-forward collaborations.

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However, spending is also being shaped by value-seekers, given that 71 per cent of global consumers are concerned about the rising cost of living.

As consumers increasingly prioritise a broad range of benefits when assessing value, fashion players are offering more short and long-term incentives, says LeRolland.

“Sportswear brands are well positioned here, as technical credibility and performance narratives help justify higher prices and reinforce trust, even in a cautious spending environment.”

A resurgence of travel in the Asia-Pacific is also playing a role. As people trade more sedentary travel experiences for wellness-oriented activities – from walking and running to outdoor exploration – they need gear that can keep up. This benefits sportswear more than occasion‑specific fashion categories.

“As travel becomes more experiences-driven, consumers increasingly prioritise trusted brands and performance assurance,” she says.

Sportswear brands are well positioned to capture this spend in both physical retail and tourism-led shopping hubs such as Onitsuka Tiger flagship store in Omotesando, Tokyo, and Columbia’s new flagship store in Harajuku, Tokyo.

As more brands pile into the sports and athleisure category, they need to prove they work, so consumers feel they are buying credible products and “not just fashion”.

Retailers can focus on the science behind the style, highlighting qualities such as engineering, advanced cushioning technology and sport-specific features to justify those premium price tags.

Sportswear brands that encourage emotional engagement and community participation also gain an edge. LeRolland notes that brands such as On and Hoka ascend via performance-led and community-driven narratives.

“Run clubs, immersive stores and inclusive community experiences can help brands move beyond product features and build loyalty.”

In Singapore, the physical store is still king, accounting for 69 per cent of total retail sales. This makes high-traffic, premium retail environments important, so consumers can experience the product’s benefits and be willing to pay more.