Germany Athleisure Market Research Report, 2029

The German athleisure market is a vibrant and evolving landscape, reflecting broader trends in lifestyle, health, and fashion. With an increasing focus on fitness and well-being, Germans are embracing athleisure not just for workouts but as a daily wear. This shift is driven by a rise in gym memberships, outdoor activities, and a general emphasis on active living. In Germany, the athleisure market is subject to several policies, regulations, and certifications to ensure product safety, quality, and environmental sustainability. Among all the regulation one is “REACH Regulation” The Registration, Evaluation, Authorisation, and Restriction of Chemicals (REACH) regulation aims to limit the use of hazardous substances in products, including athleisure wear. Manufacturers must ensure that their products comply with REACH standards to avoid restrictions and prohibitions. Another one is “General Product Safety Directive (GPSD)”, This directive ensures that all products sold in the EU, including athleisure wear, meet safety requirements and do not pose any risks to consumers. There are some Labelling Requirements for Athleisure products in which the products must comply with EU labelling directives, which include providing information on materials, care instructions, and country of origin. There are some Certifications included, Oeko-Tex Standard 100 certification which ensures that textiles, including athleisure wear, are free from harmful substances and are safe for human use. There are various ISO standards, such as ISO 14001 (Environmental Management) and ISO 9001 (Quality Management), are often adopted by athleisure brands to demonstrate their commitment to quality and sustainability. These policies and regulations help maintain high standards for athleisure products in Germany, ensuring they are safe, high-quality, and environmentally friendly. The history of athleisure products in Germany reflects broader social and cultural shifts, intertwining fitness trends, fashion evolution, and changing consumer behaviours. Germany has a strong economy, with a GDP per capita (PPP) of approximately $61,909 as of 2023. This indicates a high standard of living and purchasing power among its citizens. As of 2024, Germany's population is around 84.6 million. About 76% of the population lives in urban areas. Major cities include Berlin, Hamburg, Munich, and Frankfurt. The athleisure market in Germany has been growing steadily, driven by increasing health consciousness and a preference for comfortable, versatile clothing. With a high urban population and a strong economy, there is significant potential for athleisure brands to thrive. Urban culture embraced sporty looks, and major brands began collaborating with fashion designers. The integration of smart textiles and technology has influenced product development, with features like moisture-wicking fabrics and UV protection becoming common. Germany's athleisure market has evolved from simple sportswear to a diverse, fashionable segment that reflects modern lifestyles. According to the research report "Germany Athleisure Market Research Report, 2029," published by Actual Market Research, the Germany Athleisure market is anticipated to grow at more than 6.95% CAGR from 2024 to 2029. The athleisure market in Germany is quite competitive, with several established brands and new entrants. Established Brands includes, “Adidas AG” which is a major player in the global athleisure market, Adidas has a strong presence in Germany. Puma SE is another German brand; Puma is well-known for its sportswear and athleisure products. Nike Inc. is an American brand; Nike has a significant market share in Germany. Lululemon Athletica Inc. known for its high-quality yoga and fitness apparel, Lululemon has been expanding its presence in Europe. New Entrants includes, YPB by Abercrombie & Fitch, this is a new activewear sub-brand launched by Abercrombie & Fitch, aimed at empowering customers to use the brand for various activities. Outerknown is another new entrant founded by professional surfer Kelly Slater, Outerknown focuses on sustainable and high-quality athleisure wear. Vuori a relatively new player, Vuori offers premium athleisure products with a focus on comfort and performance. These companies are continuously innovating and expanding their product lines to meet the growing demand for athleisure wear in Germany. Brands began to incorporate eco-friendly materials and practices, responding to consumer demand for responsible fashion.

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The report has been segmented by products includes clothing and Footwear. Clothing are the leading segment of Athleisure and Footwear are the fastest growing Segment. On the basis of category, the market is classified as mass and premium. Mass athleisure is leading segment and premium segments are fastest segment. The mass athleisure segment led the market with the largest revenue share. Mass category athleisure brands offer products at more affordable price points compared to premium or luxury brands. This accessibility appeals to a broader consumer base, including budget-conscious shoppers and those seeking value for money. As a result, more consumers are able to purchase athleisure apparel without breaking the bank, driving the demand for mass market offerings. Premium athleisure brands invest heavily in research and development to innovate and improve performance features in their products. This includes advanced moisture-wicking fabrics, compression technology, and ergonomic designs that enhance comfort, support, and performance during physical activity. Consumers who prioritize performance and functionality are drawn to premium athleisure brands for their cutting-edge innovations and superior performance capabilities. The market is distinguished and segmented into women centric, men centric and the kids centric. Women athleisure are leading segment and men athleisure are fastest segment. Based on end-user, the women segment led the market with the largest revenue share. Athleisure has evolved beyond basic workout gear to encompass stylish, fashion-forward designs that cater to women's sense of style. From trendy leggings with unique patterns to chic athleisure tops that can be dressed up or down, athleisure brands offer a wide range of options to suit various tastes and preferences. Women are drawn to athleisure apparel for its ability to keep them looking fashionable and put-together while leading active lifestyles. The increasing participation of children in sports has significantly boosted the sales of sportswear and athleisure worldwide. Growing awareness about the harmful effects of obesity and the growing need to promote confidence in children has driven parents to keep their children engaged in various sports. The market has expanded to include a wide range of stylish options tailored to men's tastes and preferences. From sleek workout gear to athleisure-inspired streetwear, men can find athleisure apparel that not only performs well during workouts but also reflects their style. Athleisure allows men to express themselves fashionably while embracing a casual yet athletic aesthetic, making it appealing for both leisure and exercise. Based on distribution channel, the sporting goods retailers segment led the market with the largest revenue share. Sporting goods retailers often offer a specialized selection of athleisure products tailored specifically for sports and fitness activities. These retailers carry a wide range of brands and products designed to meet the needs of active individuals, including high-performance activewear, athletic shoes, and accessories. Customers appreciate the comprehensive selection and expertise offered by sporting goods retailers, making them a preferred destination for purchasing athleisure products. The collection encompasses a variety of athleisure staples, including leggings, bodysuits, dresses, shorts, tank tops, and sports bras, providing options for various activities and styles. Customers can find sizes ranging from XXS to XXL in stores, with select styles available in extended sizes from 1X to 3X online. The online segment is anticipated to grow at the fastest CAGR. The convenience offered by online shopping has played a pivotal role in the industry's growth. Consumers can browse a wide range of athleisure products from the comfort of their homes, eliminating the need to visit physical stores. This accessibility has attracted a broader customer base, including those from regions where access to luxury goods might be limited.

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Kripa Shah

Senior Analyst

Germany has a robust supply chain for raw materials used in athleisure production, including textiles, synthetic fibres, and other necessary components. The availability of these materials is supported by both domestic production and imports from various countries. Germany's production capabilities in the athleisure market are supported by advanced manufacturing technologies and a skilled workforce. The country is home to several leading athleisure brands and manufacturers, contributing to the overall growth of the market. Consumers are increasingly prioritizing fitness and active lifestyles, which boosts the market. Advanced features like moisture management, temperature control, and sustainable materials are becoming more popular, attracting consumers willing to pay a premium for these benefits. Germany leads the region in terms of market size, followed by the UK and France. France has the highest projected growth rate, followed by Germany and the UK. All three countries emphasize sustainability, technological advancements, and the importance of e-commerce. Promoting and marketing athleisure effectively involves a mix of strategies to reach and engage the target audience. Partnering with fitness influencers and athletes can significantly boost brand visibility and credibility. Influencers can showcase products in real life settings, creating authentic and relatable content for their followers. Utilizing platforms like Instagram, TikTok, and YouTube to share engaging content, including workout videos, behind-the-scenes looks, and customer testimonials, helps build a strong online presence and community. Creating valuable content such as blog posts, workout guides, and nutrition tips can attract and retain customers. This content should be informative and align with the brand's values and target audience's interests. Sending personalized emails with promotions, new product launches, and fitness tips can keep customers engaged and encourage repeat purchases. Sponsoring fitness events, marathons, and sports competitions can increase brand visibility and create positive associations with an active lifestyle. Implementing loyalty programs that reward repeat customers with discounts, exclusive access, or special offers can enhance customer retention. Using high-quality, visually appealing product photography and videography can attract customers and highlight the unique features of the athleisure wear. Innovative and unconventional marketing tactics, such as pop-up shops or street art, can create buzz and attract attention in unexpected ways. The future of the German athleisure market looks promising, with continued growth expected. As consumers increasingly prioritize comfort, sustainability, and style, brands that can innovate and adapt will thrive. The integration of technology, like smart fabrics and connected apparel, could also redefine the category, offering new functionalities and enhancing the athleisure experience. Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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Aspects covered in this report • Athleisure market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type • Clothing • Footwear • Other Product Types By Category • Mass • Premium By End User • Women • Men • Kids By Distribution Channel • Offline Retail Stores • Online Retail Stores The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Athleisure industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.