In 2024, net sales of athleisure wear across China’s three major ecommerce platforms—Tmall, JD.com and Douyin—grew by 8% year-over-year, reaching approximately $5.2 billion.
The demand for outdoor activities, sports and fitness has never been stronger in China. From fitness-inspired fashion to thriving sports communities and trending new activities, athleisure continues to dominate both lifestyle and ecommerce.
Who are the biggest winners, and what’s driving these sales? Here are three key takeaways from our latest 2024 China Athleisure Wear Ecommerce Data Report.
- Fila Fusion: +101% ($57m)
- Lululemon: +63% ($320m)
- Camel: +57% ($45m)
- The North Face: +34% ($30m)
- Xtep: +30% ($87m)
- MLB (Major League Baseball): +30% ($60m)
Fila is the undisputed leader in China’s athleisure sector. The South Korean-owned brand has thrived since Anta Sports acquired its China rights in 2009, strategically shifting to a direct-to-consumer model and expanding its product lines. In 2024, Fila achieved $713M in sales, making up 22% of the top 10 brands and 14% of total athleisure wear ecommerce net sales.
Its sub-brand Fila Fusion, which embraces global cultural influences and boundary-breaking designs, was the fastest-growing brand with a 101% increase in sales.
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Image: A breakdown of the top 10 performing athleisure brands on China's biggest ecommerce platforms 2024
Data from our China Athleisure Wear: 2024 Ecommerce Sales Report
Another standout is Camel, one of China’s most recognized outdoor brands. While not in the top 10 by total sales, it was the third fastest-growing brand with a 57% YoY increase. Established in 1930 in Tianjin, Camel transitioned from a leather shoe brand to a dominant force in outdoor apparel and footwear. Its athleisure expansion is driven by practicality and durability, appealing to both outdoor enthusiasts and everyday consumers seeking quality, functional wear.
2. What's Selling? Comfort Leads the Way
Top-Selling Athleisure Categories:
- Sweatpants (23.1%)
- Sports Down Jacket (20.9%)
- Sports T-Shirt (17%)
- Sports Coat(14.9%)
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Image: A breakdown of athleisure wear sales by product in China in 2024
Data from our China Athleisure Wear: 2024 Ecommerce Sales Report
It may come as a surprise, but sweatpants are leading China’s athleisure market, even for brands like Lululemon that are traditionally associated with yoga apparel.
The dominance of loose-fitting, comfortable wear over tighter performance outfits highlights a broader trend: many Chinese consumers still experience body image concerns, and long working hours drive a preference for effortless, high-quality clothing. Athleisure is not just about performance anymore—it’s about everyday comfort.
Additionally, Q4 sales spikes were fueled by the holiday shopping season. Sports down jackets saw the fastest growth at 31% YoY, reflecting increased demand for winter sports, travel, and gift-giving.
3. Douyin is the Driving Force of Athleisure Sales
Douyin is now the #1 ecommerce platform for athleisure wear in China, surpassing even Tmall.
- Douyin Sales Growth: +19% to $2.4bn
- Tmall Sales Growth: +1% to $2.1bn
- Douyin’s Share of Total Market: 46% (among Douyin, Tmall, JD.com)
Douyin’s rapid rise is powered by its community-driven content and frictionless shopping experience. The platform seamlessly integrates short-form video entertainment with direct shopping, making it easier than ever for consumers to discover and purchase athleisure products.
Image: A breakdown of athleisure wear sales by platform in China from 2021 to 2024
Data from our China Athleisure Wear: 2024 Ecommerce Sales Report
However, brands should approach Douyin with caution. While the platform presents significant opportunities, execution costs—ranging from account management to influencer collaborations—can be substantially higher than other ecommerce platforms. Without the right strategy, brands risk overspending or failing to gain traction.
4. A Word of Caution: The Double 11 Dilemma
Singles' Day (Double 11) remains a critical driver of athleisure wear Q4 sales - accounted for a staggering 42% of full-year net sales across three platforms. However, brands must balance sales volume with profitability and brand integrity.
Consider Ralph Lauren, which reported RMB 1.6 billion ($219 million) in Double 11 GMV sales—but with a 95% return rate. High-volume discounts can come with hidden costs, including logistics, customer service, and brand dilution.
Discounting + sales isn’t always the answer. When La Perla first entered China, aggressive discounting hurt its brand positioning. With Hot Pot’s strategic repositioning, La Perla successfully redefined itself as an aspirational, empowering brand, reconnecting with affluent younger consumers willing to pay for value and experience.
Image: A breakdown of athleisure wear sales by month in 2024
Data from our China Athleisure Wear: 2024 Ecommerce Sales Report
Looking to strengthen your strategic approach to China? Contact the Hot Pot team at nihao@hotpotchina.com to book a consultation today.
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.
Header image via iStock
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