China is further witnessing sports and luxury fashion categories becoming more intertwined as the categories react to rising consumer trends of mixing work and play.

More luxury brands are jumping into sports fashion for two key reasons. First is the rising income and influence, but also it has to do with the development of sports infrastructure in the country, enabling people to schedule sports in their everyday life. Convenience is a key motivator for the need to mix sports and fashion.

People in major cities in China are starting to wear sports apparel to work so they can immediately participate in sports from work. The pandemic has had a key influence on the sports apparel industry. Covid drove separation but on the other hand it emphasised the importance of health, and in turn drove fitness classes online so one could train at home. Digital technology has enabled interaction with friends who may not be able to get together in person. Despite the rise of more sophisticated local brands who can sometimes react quicker to upcoming consumer trends, the market is still open for niche brands but they need to be very cautious.As sports continues to diversify, there will always be new and innovative ways for niche brands to come into China.