Views: 40 Author: Site Editor Publish Time: 2025-04-15 Origin: Site
Amid sustained consumer market recovery and accelerated technological innovation, the footwear and apparel industry underwent significant reshuffling in 2025. From international brands’breakthroughs to domestic giants’strategic expansions, and from cutting-edge functional footwear innovations to e-commerce trends, the sector has embraced diversified growth. This article delves into six pivotal developments to uncover the underlying forces driving industry transformation.
I. International Brands Lead, Intensifying High-End Competition
Swiss sportswear brand On Running maintained its rapid growth trajectory, with fiscal 2024 sales exceeding $2.6 billion (CHF 2.32 billion) and net profit skyrocketing 204% year-over-year (YoY) to CHF 242.3 million. Notably, Q4 revenue surged 35.7% YoY, reflecting robust market resilience. Its success stems from precision positioning—merging Swiss engineering aesthetics with sports technology, such as iterative upgrades to its CloudTec® cushioning system and Matryx® upper technology, solidifying differentiated competitiveness.
Meanwhile, Arc’teryx (owned by Amer Sports) is rewriting the rules of the outdoor footwear market. In 2024, its Greater China revenue soared 53.7% YoY, marking three consecutive quarters of over 50% growth. The brand capitalized on this momentum by launching four revolutionary shoe models: the Norvan LD 4 with Vibram® Megagrip outsoles, the Vertex Speed with zonal outsole design, the Konseal 4 featuring dynamic support systems, and the Norvan Nivalis equipped with GORE-TEX Invisible Fit technology. This “tech + scenario” product matrix strategy propelled Arc’teryx’s high-end market share to 12.3%.
Adidas achieved seven consecutive quarters of growth in Greater China, with full-year revenue returning to double-digit expansion. On March 5, Adidas released its Q4 and 2024 annual report: Greater China revenue reached €3.459 billion (+10.3% YoY), with Q4 revenue hitting €794 million (+16.1% YoY). Globally, annual revenue rose 12% (currency-neutral) to €23.683 billion, operating profit surged over €1 billion to €1.337 billion, and gross margin improved by 3.3 percentage points to 50.8%.
Adidas CEO Bjørn Gulden attributed China’s performance to the success of its “In China, For China” localization strategy, emphasizing greater autonomy for local teams, an upgraded flexible supply chain (80% China-based production), and optimized distribution. The brand also cleared remaining YEEZY inventory in 2024, finalizing its split with Kanye West.
II. Domestic Brands Strategize: Capital and Marketing Synergy
Anta Group showcased aggressive capital maneuvers in early 2025. On March 3, it established Xiamen Anmu Fashion Apparel Co., Ltd. with registered capital of ¥200 million, expanding into apparel retail, e-commerce, and cross-border trade. This signals Anta’s evolution from a single-brand operator to a diversified fashion conglomerate, incubating new brands and building a full-category portfolio from mass to premium markets.
Li-Ning, meanwhile, is building a dual marketing engine combining “national team partnerships + city IP.” After securing sponsorship of the Chinese Olympic Committee, the brand is now targeting marquee events. Per World Athletics’calendar, Li-Ning is poised to replace Xtep as the sponsor of the April 20 Beijing Half Marathon (Beijing International Long Distance Running Festival). Such sponsorships enhance its professional sports image while leveraging city-level events to reach tens of millions of consumers. Data shows Li-Ning’s product searches spiked 270% during marathon campaigns, with conversion rates rising 19 percentage points.
III. E-commerce Trends Reveal Niche Opportunities
Douyin’s (TikTok) footwear sales data highlights shifting consumer priorities. In February 2025’s Top 10 Sports Shoe Brands, Nike and Adidas retained dominance, but ASICS and Mizuno broke into the top 10 (from 17th and 22nd, respectively) via technical running shoes. ASICS’KOL-driven “Running Lab” content series drove a 45% monthly follower increase.
In women’s footwear, Daphne maintained its No.1 spot, but volatility reigns: Sophia (+18 ranks via “office + casual” designs), Camel (outdoor functional shoes), and exits by traditional brands like Shoe Lady and Michelle Woo underscore demand for “functionality + aesthetics” and live-streaming’s influence on impulse purchases.
IV. Industry Trends: Tech Innovation & Ecosystem Building
Material Revolution: Bio-based materials and smart textiles drive breakthroughs. Examples: On’s Cloudmonster 2.0 with 37.5°phase-change insoles; Arc’teryx’s Matryx® upper optimizing weight-to-strength ratios.
Omnichannel Integration: Offline stores merge with virtual try-ons (e.g., Anta’s“Cloud Shelf” tripling product display efficiency).
Sustainability as Standard: Over 60% of top brands now offer eco-lines; Adidas’sustainable materials usage reached 43% in 2025.
Conclusion
At 2025’s midpoint, the industry is transitioning from scale-driven growth to value creation. International brands leverage tech and capital advantages, while domestic players carve niches via differentiation and ecosystem strategies. As consumers prioritize quality, innovation, and sustainability, future competition will hinge on the trinity of product power × brand equity × ecosystem synergy. Only those mastering consumer insights and relentless innovation will prevail.
