November 22, 2024
Sports, outdoor and fitness have firmly embedded themselves in consumers' health, wellness and social lives since the pandemic, and new sports are evolving to keep people engaged in this shift to healthy lifestyles. With the help of social media, we see consumers seek out variety in their active lifestyles, with new sports emerging to the mainstream and others experiencing a resurgence in popularity.
These emerging and evolving sports offer a wealth of opportunities when it comes to product development, and partnering with the right manufacturer is key. With decades of experience in sportswear development, manufacturer Kirpte is practised in adapting to emerging needs and requirements across sportswear categories.
With ISPO rounding off 2024 in December, the event sees the sports industry come together, looking forward to 2025 and beyond. Below we’ve highlighted some of the key sports to keep an eye out for, offering growing areas of investment and consumer traction.
Image: Premier Padel
With an estimated 30 million amateur players worldwide, Padel is rapidly becoming a globally known sport. Combining elements of tennis, squash and badminton, 2023 saw the first ever World Padel League held in Dubai. The sport is quick to learn with plenty of action, played in doubles over a net, the court is surrounded by walls, which are included in the match and, unlike tennis, the equipment is a solid paddle like racket.
Originally from Mexico, Padel started up in the mid 1960’s and has since grown to prominence across Central and South America and throughout Europe. Having grown rapidly over the last few years, Paddle is now the second largest sport in Spain, following football. With an inclusive and accessible nature, the commercial popularity of Padel is wide reaching, offering opportunity for high-end performance gear and kit, as well as entry level styles, for both the luxury consumer and the budget conscious.
Image: Patagonia
Though not new, interest in trail running has been growing on a global scale, with participation up 106% in 2022 alone according to World Athletics, and the sport is continuing on an upwards trajectory.
Categorised as endurance running on uneven terrain through mountains, hills and forest, the sport is set to become a top category for brands, with strong potential for growth. Using different muscles than road running, the sport engages the senses and challenges the body in new ways, allowing participants to connect to new landscapes and escape the everyday.
Immersing participants in nature, and its unpredictability, the sport requires the right kit to stay ahead, including hydration vests, packable layers, breathability kit and a plethora of accessories, offering plenty of opportunity for brands to capitalise on the sport. And with nature at the forefront of the sport, trail running is a key area of opportunity for both climate-conscious innovation, and to capitalise on sports tourism and exploration.
Image: Marathon Des Sables Morocco
When trail running isn’t enough, extreme endurance racing is becoming increasingly popular amongst amateur athletes looking to push their bodies to their limits. Moving beyond triathlons, extreme endurance racing takes in everything from desert based ultra marathons, through to multi day races spanning cycling, watersports and running, with a focus on enduring extreme terrains and temperatures.
With challenges going to the extreme, athletes require both physical and mental resilience to endure the races. Races such as the Marathon des Sables in Morocco requires runners to carry goods, bedding and equipment as they cover 155 miles in the six-day race in extreme desert temperatures. With multi-day races a standard, having the right equipment key, offering an opportunity for brands to design for all eventuality with lightweight packability in mind.
Image: End x Reebok
Moving away from high intensity and personal bests, lawn sports are gaining popularity and putting the social side first, with a strong focus on community. From croquet to boules and petanque, lawn games offer widening appeal, particularly as populations age on a global scale. Diversifying into sports and spaces that appeal to these older markets will become a profitable opportunity for brands, with emerging product opportunities that require both support and style.
Taking note of the rise in so-called ‘slow sports’, brands are collaborating with fashion and streetwear brands to bring lawn sports to a wider audience. In 2023, Reebok collaborated with UK streetwear retailer END. on a campaign around footwear specifically designed for boules and petanque, highlighting space for further product opportunities across apparel.
Image: Malbon Golf
The centuries old sport of golf has been undergoing a cultural shift and rebrand that's driven by a desire for inclusivity and representation. After thriving in 2020 as an outdoor and social sport, golf has continued to grow with a renewed level of optimism and a widening group of participants.
Once an exclusive sport, with a lack of accessibility, representation in golf is rapidly expanding, and trickling down to the amateur level, while courses and clubs are being redesigned with a more inclusive feel and attainable price point. In addition, brands are picking up on the sport's new popularity and updating signature preppy styles with a streetwear edge with brands such as Malbon Golf, Manors Golf Apparel and Bogey Boys redesigning key golfing styles like the polo shirt and signature knitwear for a younger, and more fashion driven, demographic.
KIRPTE, UAB, founded in 1997, fully owned Lithuanian garment manufacturer with own factories in Lithuania together with a partner factory in Moldova specialized in technical sportswear & leisure wear. Technologies available; sublimation, bonding, laser cutting, ultrasonic, taping, embossing etc.
Alex is the owner of byingildsen and member of the advisory boards or advisor for fourteen unique premium garment manufacturers and printing providers, including Kirpte.
