While the popularity of brands such as Nike and adidas remains strong in Japan, domestic sports brands such as ASICS and Mizuno also continue to hold their ground and even gain share. This solid performance seems to have attracted foreign brands to the Japanese market, where new overseas entrants persist despite overall saturation in apparel.
In response to growing awareness of sustainability in Japan, various sports brands are actively engaging in initiatives to promote eco-friendliness within sportswear. Notably, sports facilities and event venues have begun to serve as collection points for unwanted clothing, facilitating recycling efforts.
The utilisation of AI is becoming increasingly prevalent in sportswear. For example, ASICS introduced a consumer-oriented service using generative AI on its e-commerce site in 2024.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sportswear industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See all of our definitionsThis report originates from Passport, our Sportswear research and analysis database.
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