Sports & Wellness

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Our Expertise

We worked with sports brands from different segments including yoga, tennis, and basketball to organize focus group, trends monitoring, marketing campaigns, and distribution in China.

We help your brand navigates the market and leverage the current sports and wellness success. Today, the global sports market main revenue is driven by China:

  • Forecasted revenue of $85 billion USD in 2025
  • Forecasted YoY growth rate of 13% by 2025
  • Average fitness practitioners of 303 million people

Key Insights

Market Data

In 2021, China’s sports shoes and clothing market has reached 55 billion USD. It is estimated that by 2025, China’s sports shoes and clothing market will reach 85 billion USD. Consumers mainly consider the function and comfort of sports shoes and clothing.

Sales Channels

The sports apparel and equipment is driven by e-commerce. With Covid, local consumers developed the habit to purchase athleisure online. International and local brands still mix online and offline to maximize retail sales with offline classes and activations.

Favorite Brands in China

Chinese customers favored both Chinese and Western brands for sports consumption. Their favorite Chinese brands are Li-Ning, Anta, and Bosideng. For international brands, they currently favor Fila, Adidas, Nike, Decathlon, Puma, and Lululemon.

Top 3 Influencers for Sports & Wellness in China


Chen is gathering 187,000 followers on Xiaohongshu. Her community likes her fitness activity from yoga to boxing.


Hei is a skateboarder with more than 304,000 followers on Xiaohongshu and always sharing fun outfits and videos.


Liu is gathering a community of 91,000 people interested in outdoor sports including basketball and hiking. 

Top 3 Categories for Sports in China

1. Pilates & Yoga

The pilates and yoga success in China is mainly boosted by the female customer groups. This practice acts as a way to relax, keep shape, and entertain social interaction. It’s more likely a premium consumption from Chinese middle-class and HNWI. In 2021, the market size of China’s yoga industry reached $1.2 billion USD, a year-on-year increase of 16.02%.

2. Fitness

As of December 2020, China is the country with the largest fitness population in the world. The number of fitness people in China (i.e. people who participate in fitness activities more than twice a week) was 303 million in 2021 and is expected to reach 415.7 million by 2026, with a CAGR of 6.5% from 2021 to 2026 . The raise of fitness industry is due to the raise on average income, younger customer group, and increasing concern on health.

3. Tennis & Golf

With a rapidly growing Chinese consumer group of HNWI and Millennials who lived abroad, niche sports such as tennis and golf are currently favored in China. There is a strong demand for shoes, clothes, and accessories for tennis and golf sports. Local department stores in China are inviting niche sports brands to join in to attract Millennials and Gen Z who pursue multi-cultural lifestyles. 

Best in Class


The sportswear brand is among the most successful brands in China. They opened exclusive stores like Fila or Fila Fusion to target different consumer groups.

On Running x Loewe

The Swiss sportswear brand On collaborated with Loewe for an exclusive running pair targeting Chinese couples. They leveraged couples KOLs and WeChat Moments.


The fitness brand organized a Hot Yoga class in Chengdu with 800 participants. The event got viral with the participation of Chinese stars Amber Liu, Cacien, and Cici Wang.

Let's Talk!

Send us an email at or contact us via the form and start your expansion in China today.



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