Top takeaways from Bernstein’s annual Global Sportswear survey

Bernstein's annual Global Sportswear survey reveals that sportswear spending is expected to increase in 2027, with China and the U.S. showing the most significant growth. However, demand for premium products is becoming increasingly concentrated among younger and wealthier consumers. China emerges as the leading market for higher spending, with 56% of respondents planning to increase their expenditure, followed by the U.S. (49%), the UK (40%), and Germany (28%).

The primary reason for the planned spending increase is more frequent exercise, while those expecting to cut purchases often cite already owning enough sportswear or seeking cheaper alternatives. Younger shoppers and higher-income groups continue to exercise more frequently, contrasting with slowing activity among consumers aged 45 and older.

Sneaker ownership is on the rise across most markets, as athletic footwear gains acceptance at work, school, and dressier occasions. Nike retains the strongest overall brand perception, ranking first in the U.S. for performance, quality, fashion, and value, although its standing weakens in China. Adidas remains particularly strong in Germany, while Lululemon improves in fashion rankings and across categories in China.

On, Hoka, and Alo also show gains in specific markets, with Vuori's ratings weakening in the U.S. and Germany. Bernstein rates Nike, Adidas, and On Outperform, and Lululemon and Deckers as Market-Perform.

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