Wandering through the alleyways of Tokyo’s Shibuya or the chic streets of Fukuoka’s Tenjin, you might spot young people sporting a mix of athletic and streetwear that captures the essence of modern Japan.
Picture Adidas running shoes complemented by loose cargo pants, cropped sports tops layered under open denim shirts, and accessories like sleek smartwatches and minimalist canvas backpacks.
This athleisure has become a lifestyle statement. According to a recent study conducted by our sister company, CMG Inc., over 50% of Japanese now own sports brand clothing, and about 14% incorporate it regularly into their daily attire.
Unlike in the West, where athleisure often symbolises an alignment with fitness culture, the trend in Japan is a fashionable rebellion against more restrictive traditional styles. It’s a blend of comfort and self-expression—39% of wearers report sports apparel makes moving easier, while 33% value functional benefits such as breathability and quick-drying properties.
Japanese fashion is not only about aesthetics but also about practicality. It embraces a relaxed yet functional style that suits the dynamism of urban life and the relaxed vibe of casual outings.
Diving into the World of Daily Sportswear: Who’s Wearing What?
According to the CMG Inc. survey, sports brands have become integral to everyday Japanese clothing, revealing significant insights into who wears these garments and how often.
The demographic breakdown further illustrates the trend:
Reasons for Wearing Sports Brand Clothing
The survey highlights several key reasons why Japanese consumers choose sports brand clothing, highlighting the blend of practical and aesthetic considerations:
Perceptions: How Japanese Consumers View Others in Activewear
The survey also explored how people perceive others when they see them wearing sports brand clothing in non-exercise settings:
These findings shed light on the deep-rooted popularity of sports apparel as daily wear in Japan, illustrating a significant shift in fashion preferences and the social implications of clothing choices.
The Japanese sports apparel market has grown robustly, reflecting a broader shift toward athleisure and an active lifestyle among consumers. As of 2023, the market was valued at approximately 613 billion yen (USD 4.1 billion). This growth is supported by increasing health consciousness and integrating athletic wear into everyday fashion, which has expanded the market beyond traditional sports enthusiasts.
The market is expected to continue its upward trajectory with a compound annual growth rate (CAGR) of over 5% from 2021 to 2025 (GlobalData). Key factors driving this growth include:
Case Study: Asics
Historical Presence and Global Evolution:
Asics, founded in 1949 as Onitsuka Co., Ltd. in Kobe, Japan, has grown from a domestic shoemaker to a global leader in sports footwear and apparel. Initially focused on producing basketball shoes, Asics expanded its product offerings to include a wide range of sportswear known for its superior quality and cutting-edge technology. The brand’s name, an acronym for the Latin phrase Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” reflects its commitment to promoting healthy lifestyles.
Campaigns and Product Lines:
Asics has consistently leveraged its deep-rooted understanding of Japanese culture and its emphasis on quality and technological innovation. Notable campaigns and product lines include:
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Image Credit: PR Newswire
Case Study: Adidas
Image Credit: Arabnews
Strategies and Collaborations in Japan:
Adidas has long been a dominant player in the Japanese sportswear market, known for its strategic collaborations and culturally sensitive marketing efforts. The brand has effectively combined global appeal with localised initiatives to capture the hearts of Japanese consumers.
Sustainability Initiatives:
Adidas has made significant strides in sustainability, aligning its efforts with the eco-conscious values of Japanese consumers. Key initiatives include:
As the Japanese sports apparel market continues to evolve, understanding the unique cultural and consumer dynamics is essential for brands looking to enter or expand in this lucrative market. This survey provides several strategic insights to guide sportswear brands in developing effective strategies.
Strategic Implications of the Survey Findings:
The growing adoption of sports apparel as everyday wear highlights the importance of positioning athleisure not just as functional clothing but as a lifestyle choice. Brands must emphasise versatility and style in their product offerings, catering to consumers who seek clothing that seamlessly transitions from the gym to social settings.
With a significant portion of Japanese consumers valuing the comfort and functionality of sportswear, brands must focus on integrating advanced fabric technologies to offer breathability, moisture-wicking, and ease of movement. Highlighting these features in marketing campaigns can attract consumers who prioritise practicality in their clothing choices.
Japanese consumers are drawn to brands that resonate with cultural values such as quality, innovation, and sustainability. Brands must craft narratives aligning with these values, showcasing their commitment to craftsmanship and environmental stewardship.
International sports events like the Paris 2024 Olympics present opportunities for brands to boost visibility and engagement. At the 2024 Paris Olympics, ASICS and Mizuno showcased the latest sportswear tech.
By launching special edition products or collaborating with local athletes, brands can capitalise on the heightened attention during these events to strengthen their market presence.
Recommendations for Adopting Local Consumer Insights:
Collaborations with Japanese designers can help brands infuse local aesthetics into their collections, appealing to fashion-forward consumers who appreciate unique and culturally relevant designs.
Partnering with Japanese athletes, influencers, and celebrities can enhance brand credibility and reach. These collaborations can help brands connect with younger demographics heavily influenced by social media and pop culture.
Tailor marketing campaigns to reflect local consumer preferences and cultural nuances. Localised content and engaging storytelling can help brands resonate more deeply with Japanese consumers and foster brand loyalty.
40% of Japanese adults think businesses should contribute significantly to investing in sustainable technologies. -The Green Brand Global Sustainability Report by Kadence International
As environmental consciousness grows among Japanese consumers, brands must prioritise sustainability in product development and operations. Implementing eco-friendly practices and transparent supply chains can enhance brand reputation and attract eco-conscious buyers.
The sports apparel category in Japan is evolving rapidly, driven by the integration of athleisure into everyday fashion and a growing emphasis on comfort and functionality. This highlights the importance of cultural sensitivity in branding strategies. Brands that embrace these shifts and leverage insights from the CMG Inc. survey can achieve deeper market penetration and foster stronger consumer connections in this dynamic market.
Download the full report here for a deeper understanding of the Japanese sports apparel market and detailed insights from the survey.
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