What’s Next for Athleisure? Key Trends to Watch in 2025

Fitness & Wellbeing Fashion Sports & Outdoor Athleisure Adam Sandzer 14 March 2025 What’s Next for Athleisure? Key Trends to Watch in 2025 Athleisure continues to thrive in China, blending fashion, function and everyday comfort. In 2024, the ecommerce athleisure wear market grew 8%, reaching approximately $5.2 billion—a clear sign that consumer demand remains strong. As we look ahead to 2025, several key trends will shape brand strategies and consumer behaviour. Drawing insights from our Hot Pot China 2024 Athleisure Wear Ecommerce Sales Report, here are the top developments to watch. 1. Market Growth: A Competitive Landscape 2024 Recap: The market expanded steadily, with category leaders reinforcing their dominance. 2025 Outlook: Expect continued—and potentially accelerated—growth. Leading brands will double down on their core proposition, while adjacent category players (e.g., luxury, casualwear and outdoor brands) will look to capture a share of the market. 2. The Rise of Douyin Ecommerce 2024 Recap: Douyin has emerged as the leading ecommerce platform for athleisure, while Tmall remains a key hub for flagship stores. 2025 Outlook: The shift towards Douyin will continue, but brands need to review their business model on the platform due to increasing operational costs. Meanwhile, Tmall will retain its strength in premium sales and long-term brand positioning. 3. Product Trends: Outerwear on the Rise 2024 Recap: Sweatpants dominated sales, but sports-inspired outerwear like down jackets saw strong growth, especially toward the second half of the year. 2025 Outlook: Expect brands to invest more heavily in sports-inspired outerwear, particularly winter-focused designs that align with seasonal demand and high-performance lifestyles. WEBINAR: Deconstructing Success in China's Booming Fitness Market Join key thought leaders from Hot Pot China and The Future Laboratory and discover the key trends shaping China's booming athleisure and fitness market. Taking place on Friday 21 March at 10am GMT | 11am CET | 6pm China time. Sign up for our upcoming webinar. Sign up now 4. Premiumisation: Consumers Seek Value in Higher-Price Segments 2024 Recap: Sales of products priced $75 and above grew the fastest, with Tmall leading in premium sales. 2025 Outlook: The premiumisation trend will persist, as consumers prioritise quality and long-term value over impulse buys. Tmall will remain the go-to platform for premium athleisure, reinforcing its role as a trusted space for flagship stores. 5. Brand Landscape: Market Leaders & Challenger Brands 2024 Recap: Fila was the undisputed leader in China’s athleisure sector, with Lululemon maintaining its growth and other niche brands gaining traction. 2025 Outlook: Expect dominant players to strengthen their market position, but challenger brands with specialised propositions—such as local DTC players or performance-driven startups—will continue to capture consumer interest and drive significant revenue growth. Athleisure is no longer just a trend—it’s an evolving market that requires strategic adaptation. Brands that leverage platform shifts, premiumisation and emerging product trends will stay ahead in 2025. Want to dive deeper into China’s athleisure market? Download our Hot Pot China 2024 Athleisure Wear ECommerce Sales Report or book a consultation with our team. China Athleisure Wear: 2024 Ecommerce Sales Report The ever-changing landscape of Chinese commerce makes ecommerce data analysis a fundamental part of any China marketing strategy. Discover more about China’s athleisure boom with our China Athleisure Report. Download the report Related blog posts Adam Sandzer • 9 September 2025 China’s Outdoor Apparel Market: A Deep Dive into Unprecedented Growth The outdoor apparel sector in China is experiencing explosive growth, outpacing even more... Fitness & Wellbeing Sports & Outdoor Ecommerce View post - China’s Outdoor Apparel Market: A Deep Dive into Unprecedented Growth Lu Zhao • 26 November 2024 Is China Ready for the No-Bra Movement? Recently, Chinese social media platforms like Weibo have seen a surge in discussions around... Fashion View post - Is China Ready for the No-Bra Movement?