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In China, a search for identity boosts Lululemon, premium sportswear brands

June 11, 2024

Premium sportswear brands are enjoying robust growth in China as they take to directly courting their main customers, posing yet another setback to megabrands Nike and Adidas as they grapple with local competitors in the $55 billion sportswear market. Sportswear is a rare bright spot in China’s sluggish consumer market, as health and wellness have become a priority for aspirational, middle class consumers post-pandemic, with many people getting into activities such as yoga, hiking and running for the first time. The market, the world’s biggest after the United States, is seen growing 7% this year to $59 billion, outpacing the 0.8% forecast growth in non-sportswear apparel and footwear, according to data from Euromonitor.

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