Australia Activewear Market, By Product Type (Ready to Wear, Fashion Outer, Pants & T-Shirts, Rash Guard, Wet Suit & Swim Wear, Others), By Gender (Men, Women, Kids), By Distribution Channel (Offline, Online), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Australia Activewear Market was valued at USD 8.12 billion in 2024 and is anticipated to grow USD 10.91 billion by 2030 with a CAGR of 5.11% during forecast period. The Australia activewear market is experiencing robust growth, fueled by increasing health awareness, the popularity of fitness activities, and the rise of athleisure as a mainstream fashion trend. Consumers are seeking versatile apparel that offers both performance and style, suitable for workouts and everyday wear. The demand for sustainable and eco-friendly materials is also shaping brand strategies, with many companies incorporating recycled fabrics and ethical manufacturing practices. E-commerce and social media influence have significantly boosted brand visibility and consumer engagement. As lifestyle and fashion converge, both global and local brands are focusing on innovation, comfort, and functionality to meet evolving consumer expectations.

Australia's eCommerce sector experienced strong growth in 2023 and is projected to generate USD 35.92 billion in revenue by 2024. This upward trend is expected to persist, further propelling market expansion over the forecast period.

Key Market Drivers

Health and Wellness Awareness

One of the most significant drivers of the Australian activewear market is the growing emphasis on health and wellness. Increasing awareness of the importance of regular physical activity, healthy living, and mental well-being has led Australians to adopt more active lifestyles. This shift is evident in the rising participation rates in gyms, fitness classes, outdoor sports, and recreational activities.

Government initiatives promoting physical fitness, such as health campaigns and community sports programs, have further reinforced this trend. The Australian Institute of Health and Welfare reports that a significant portion of the population engages in weekly physical activity, highlighting a cultural shift toward healthier living. As individuals increasingly prioritize fitness, the demand for high-quality, functional, and comfortable activewear has soared. This change in consumer mindset has positioned activewear not just as a performance product but as a necessary component of everyday attire for those leading an active lifestyle.

Between 2014 and 2023, demand for nature-based activities among Australians increased by 47%. Certain activities grew by nearly 85%, with about 50% more people engaging in Australia’s stunning outdoor experiences, driving market demand.

Rise of Athleisure Fashion

The athleisure trend where activewear is worn as casual, everyday clothing has gained significant traction in Australia. This shift reflects broader global changes in fashion preferences, where comfort, versatility, and style have become equally important. Athleisure blurs the lines between workout wear and casual wear, making it suitable for a range of settings, from gyms to coffee shops and even offices with more relaxed dress codes.

In Australia, this trend is particularly strong due to the laid-back lifestyle and climate, which supports light, breathable, and flexible clothing choices. Australian consumers are opting for leggings, joggers, sports bras, and moisture-wicking t-shirts not only for workouts but also for running errands or socializing. The demand for aesthetically appealing and functional apparel has encouraged brands to focus on stylish designs, bold colors, and performance-enhancing features. Both local and international brands are expanding their athleisure lines, launching limited collections, and collaborating with influencers to capture fashion-forward consumers who value comfort and practicality.

Sustainability and Ethical Production

Sustainability is playing a crucial role in shaping consumer preferences and brand strategies in the Australian activewear market. Consumers are increasingly conscious of the environmental impact of their purchases and are actively seeking products that align with their values. This shift has led to a growing demand for sustainable materials, such as recycled polyester, organic cotton, and plant-based fabrics.

Australian activewear brands are responding by integrating eco-friendly practices into their production processes. Some are adopting closed-loop manufacturing systems, using biodegradable packaging, and committing to carbon-neutral operations. Transparency in supply chains and ethical labor practices have also become important considerations for consumers. This shift toward sustainability is not only helping brands differentiate themselves but also fostering loyalty among environmentally conscious shoppers. As climate change and social responsibility continue to be top-of-mind for Australians, sustainability will remain a key driver of innovation and competitiveness in the market.

According to a report published in July 2024, 96% of Australian consumers participate in sustainable practices, and 42% are willing to pay a premium for sustainable products.

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Key Market Challenges

Intense Market Competition

One of the most prominent challenges in the Australian activewear market is the high level of competition among both global and local brands. Major international players such as Nike, Adidas, Under Armour, and Puma have a strong presence in Australia and continue to dominate significant market share with their broad product portfolios, established reputations, and robust marketing budgets. At the same time, numerous homegrown brands such as Lorna Jane, P.E Nation, and Nimble Activewear have carved out loyal customer bases through unique brand positioning and niche offerings.

This saturated market landscape makes it difficult for new entrants to gain traction and for smaller players to scale. Price wars, aggressive promotional strategies, and constant innovation cycles further intensify the pressure. In such a competitive environment, brand differentiation becomes crucial, yet challenging. Brands must continually invest in design, technology, marketing, and customer engagement to maintain relevance and profitability. For many, sustaining these investments without compromising margins is a major hurdle.

Supply Chain and Production Constraints

The activewear industry, like many others, has been significantly affected by global supply chain disruptions. Although the most severe impacts were felt during the COVID-19 pandemic, lingering effects still pose challenges for Australian brands. Delays in raw material sourcing, shipping constraints, and increased freight costs continue to affect inventory management and product availability. Additionally, most activewear is manufactured in countries like China, Bangladesh, and Vietnam, which makes Australian brands dependent on overseas production.

This reliance on international suppliers limits flexibility and responsiveness, particularly when it comes to introducing new collections or reacting to market trends. Brands that cannot navigate these delays risk losing sales or damaging their reputations due to stock shortages and delivery issues. Furthermore, the push toward ethical and sustainable manufacturing adds another layer of complexity. Ensuring transparency and compliance across extended supply chains can be difficult and costly, especially for small- to mid-sized brands without significant resources.

Key Market Trends

Athleisure as a Lifestyle Movement

Athleisure—clothing designed for both athletic activity and casual everyday wear—has evolved from a niche trend into a dominant fashion movement in Australia. The combination of comfort, versatility, and style has made athleisure a preferred choice for consumers across all age groups. With Australia’s laid-back lifestyle and mild climate, the demand for casual, breathable, and stylish activewear has surged.

Consumers are increasingly wearing leggings, joggers, crop tops, and sneakers not only for workouts but also for running errands, lounging at home, and even in casual workplaces. This fusion of fashion and function is prompting brands to focus on aesthetics as much as performance. Activewear is being designed with trend-forward silhouettes, minimalist branding, and elevated color palettes to appeal to fashion-conscious consumers.

Tech-Integrated and Smart Activewear

The integration of technology into activewear is an emerging trend in the Australian market, especially among consumers who value performance and data-driven fitness insights. Wearable tech has already gained traction with smartwatches and fitness trackers, but the next frontier is smart textiles and garments.

Smart activewear includes features like moisture-wicking fabrics, compression support, body temperature regulation, and embedded sensors that monitor biometric data. These innovations appeal to serious athletes and fitness enthusiasts seeking advanced tools to optimize training and recovery. While still a niche segment, tech-enabled garments are gradually gaining attention in Australia, especially with fitness culture becoming more personalized and data-centric.

Diversity, Inclusivity, and Body Positivity

Another key trend redefining the Australian activewear market is the growing demand for diversity and inclusivity in product offerings and brand representation. Consumers are calling for greater size inclusivity, gender-neutral designs, and marketing that reflects real, diverse bodies.

Traditional beauty and fitness standards are being challenged, and brands that embrace body positivity and promote inclusiveness are resonating more strongly with today’s socially conscious shoppers. Australian brands like Lorna Jane and Active Truth have begun expanding their size ranges and showcasing more diverse models in their campaigns. Inclusivity is no longer optional—it is a critical factor in brand loyalty and long-term success.

Segmental Insights

Product Type Insights

The ready-to-wear segment dominated the Australia activewear market due to its convenience, style, and versatility. Consumers increasingly prefer fashionable, pre-designed activewear that transitions seamlessly from workouts to everyday wear. Brands are capitalizing on this trend by offering athleisure collections that blend performance fabrics with modern aesthetics. The rise of health-conscious lifestyles and casual dress codes has further driven demand for ready-to-wear activewear. Additionally, this segment appeals to a wide demographic, including fitness enthusiasts and fashion-forward consumers. With easy accessibility across online and offline channels, ready-to-wear continues to lead the market, supported by strong brand visibility and seasonal product launches.

Distribution Channel Insights

The offline segment dominated the Australia activewear market, driven by consumers' preference for in-store shopping experiences that allow them to assess fit, fabric, and comfort firsthand. Physical retail stores, including brand outlets, sports chains, and department stores, play a crucial role in enhancing brand visibility and customer trust. Many consumers value personalized service, immediate product availability, and the ability to try on items before purchasing. Additionally, in-store promotions, exclusive launches, and fitness event partnerships contribute to foot traffic. Despite the growth of e-commerce, offline channels remain the preferred choice for many Australians seeking quality and assurance in activewear purchases.

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Regional Insights

Queensland stands out as the dominating region in the Australia activewear market due to its health-conscious population, outdoor-oriented lifestyle, and year-round warm climate. The state’s active culture, with widespread participation in fitness activities like beach sports, hiking, and yoga, drives consistent demand for performance and athleisure wear. Cities like Brisbane and the Gold Coast serve as key retail hubs, supporting both domestic and international activewear brands. Additionally, Queensland's strong tourism industry and frequent wellness events further fuel interest in stylish, functional activewear. The region’s lifestyle alignment with fitness and fashion positions it as a key contributor to market growth.

Recent Developments

• In April 2024, Under Armour has launched 'Live in UA,' a new brand platform tailored specifically for the Australian market. This campaign introduces an expanded range of apparel, footwear, and accessories designed to seamlessly integrate into Australians' active lifestyles. Featuring versatile pieces suitable for various activities from running and Pilates to ca/sual outings the collection aims to redefine athletic wear by combining functionality with style.

• In Nov 2024, Doyoueven, the Australian activewear brand, has launched an exclusive collection at Big W, offering over 30 styles for both men and women, including leggings, sports bras, and tees.

• In Dec 2024, LSKD, the Australian activewear brand, has opened its first New Zealand store in Takapuna, Auckland, marking a significant milestone in its expansion. The launch attracted 705 customers, making it the brand’s largest store opening to date. The Takapuna store features a tights and shorts swap initiative, inviting customers to exchange pre-loved activewear for new LSKD garments, aligning with the brand's sustainability efforts.

Key Market Players

• Adidas AG
• Nike, Inc.
• PUMA SE
• Columbia Sportswear Company
• VF Corporation
• PVH Corp.
• ASICS Corporation
• SKECHERS USA, Inc.
• Under Armour, Inc.
• Fila Holdings Corp.

Report Scope:

In this report, the Australia Activewear Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Australia Activewear Market, By Product Type:

o   Ready to Wear

o   Fashion Outer

o   Pants & T-Shirts

o   Rash Guard

o   Wet Suit & Swim Wear

o   Others

• Australia Activewear Market, By Gender:

o   Men

o   Women

o   Kids

• Australia Activewear Market, By Distribution Channel:

o   Offline

o   Online

• Australia Activewear Market, By Region:

o   Australia Capital Territory & New South Wales

o   Northern Territory & Southern Australia

o   Western Australia

o   Queensland

o   Victoria & Tasmania

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Australia Activewear Market.

Available Customizations:

Australia Activewear Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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