Rising interest in women’s sports boosts sportswear sales

This trend is fueled by high-profile events like the FIFA Women’s World Cup and WNBA games.

The growing popularity of women’s sports has driven a surge in sales of women’s sportswear, with these products outperforming men’s sportswear over the past five years, the Euromonitor International reported.

Women's sportswear experienced a compound annual growth rate (CAGR) of 5% from 2018 to 2023, compared to 3% for men’s sportswear.

This trend is fueled by high-profile events like the FIFA Women’s World Cup and WNBA games, which have increased viewership and media coverage.

The FIFA Women’s World Cup 2023 set records for ticket sales, broadcast figures, and merchandise, with nearly 54 million viewers in China for one match alone.

Brands are capitalising on this growth with sponsorships and new product lines. Nike and Adidas, for example, are leading with significant sponsorship deals in top women’s football leagues. Additionally, the rise of sports like pickleball has led brands like lululemon to offer specialised apparel and partner with fitness centers.

Sportswear brands are also addressing underserved markets. Muslim women, a group of approximately 800 million, are seeing new sportswear options like sports hijabs from brands including REYD and PUMA. 

Innovations for menstrual and menopause needs are emerging as well, with products like period-proof leggings and moisture-wicking fabrics gaining traction.

Despite these advancements, gender disparities in sports science and health remain. Brands and organisations are increasingly investing in female-specific research and support, with initiatives like ASICS’s running program and lululemon’s "FURTHER" project focusing on women’s unique challenges.