The Japan activewear market size was valued at USD 21.83 Billion in 2025. The industry is expected to grow at a CAGR of 6.70% during the forecast period of 2026-2035 to reach a value of USD 41.75 Billion by 2035. The expansion of the market is a result of an increased physical presence led by the roll-out of flagship stores along with the deeper omnichannel and direct-to-consumer (DTC) strategies.
Leading brands in the Japan activewear market are refurbishing their urban retail footprints to provide experiential shopping environments, and, at the same time, they are integrating the online and offline touch-points to reach consumers wherever they are. For instance, UNIQLO in October 2024, introduced its new worldwide flagship store in Shinjuku, Tokyo, featuring a 3,967 m² space that offers complete women’s, men’s, and kids’ ranges plus café and repair studio services. This move demonstrates how premium retail real-estate is functioning side by side with the brand’s online and in-store platforms to attract traffic, increase brand loyalty and accelerate the turnover of active ranges.
While digital growth is still going on, the decision to simultaneously push flagship stores and DTC channels allows brands to catch both retail visitors who are there on a whim and online shoppers who have planned their purchase, thus expanding the Japanese activewear market scope.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
6.7%
Value in USD Billion
2026-2035
*this image is indicative*
|
Japan Activewear Market Report Summary |
Description |
Value |
|
Base Year |
USD Billion |
2025 |
|
Historical Period |
USD Billion |
2019-2025 |
|
Forecast Period |
USD Billion |
2026-2035 |
|
Market Size 2025 |
USD Billion |
21.83 |
|
Market Size 2035 |
USD Billion |
41.75 |
|
CAGR 2019-2025 |
Percentage |
XX% |
|
CAGR 2026-2035 |
Percentage |
6.70% |
|
CAGR 2026-2035 - Market by End Users |
Women |
7.6% |
|
CAGR 2026-2035 - Market by Distribution Channel |
Online |
9.6% |
Brands are responding to a growing demand for high-function performance wear by rolling out new launches at pace. For example, Mizuno introduced its Wave Neo “eco-friendly running shoes” collection in August 2023, featuring recycled polyester and plant-derived materials to attract environmentally aware runners. By aligning performance innovation with sustainability credentials, such launches tap both everyday fitness users and core running enthusiasts, thereby driving repeat purchase cycles and brand engagement.
Sustainability is increasingly influencing the Japan activewear market growth by impacting the purchase decisions, prompting brands to embed eco credentials in product strategies. Mizuno, for instance, announced in June 2025 that it will phase out kangaroo leather across its portfolio. This move not only addresses ethical sourcing concerns but also strengthens the brand’s appeal to younger, values-led consumers. As such, eco-product initiatives are becoming a key differential in the Japan activewear industry.
To capture style-focused consumers who seek activewear beyond the gym, brands are partnering with fashion labels and lifestyle names which is expanding their presence in the Japan activewear market. For instance, PUMA and NOAH released a Japan-made collaboration in June 2024, merging varsity-inspired sportswear with premium materials and street sensibility. By bridging performance, heritage and fashionable aesthetics, such collaborations help activewear brands reach urban trend-seeking customers and expand athleisure usage occasions, thereby boosting the industry growth.
As confidence in the Japan activewear market expansion strengthens, premium global brands are stepping up expansion efforts to serve style- and wellness-oriented consumers. For example, Lululemon announced in November 2024 its intention to open 2-3 new stores annually in Japan, focusing on key locations such as Osaka’s Midosuji Avenue. This physical investment signals market maturity and encourages domestic players to elevate their own offerings, thereby fueling category growth.
Consumer interest in fitness tech and connected apparel is rising, pushing brands to align with event-based and tech collaborations. For example, PUMA forged a global partnership with HYROX (June 2024) to become the official apparel/footwear partner and deliver products using its Cloudspun dryCELL technology for fitness racing. By tapping event-driven active communities and integrating performance tech, brands boost relevance for training-centric consumers and build premium positioning in the Japan activewear market.
The EMR’s report titled “Japan Activewear Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by End-User
Key Insight: The Japan activewear market growth is driven by distinct trends across men, women, and kids segments. For men, demand for performance-focused athleisure and technical apparel is rising, while women increasingly seek stylish yet functional activewear, prompting brands to launch inclusive, fashion-forward lines. For example, in February 2025, Nike introduced its NikeSKIMS women’s training collection in Japan. The kids segment grows as parents prioritize durable, comfortable, and eco-conscious apparel, collectively fueling market expansion across all age groups.
Market Breakup by Distribution Channel
Key Insight: The balance between online and offline channels, each catering to distinct consumer needs is fueling the Japan activewear market revenue. Online sales are driven by convenience, personalized recommendations, and exclusive digital launches, prompting brands like Nike to strengthen e‑commerce platforms and mobile apps. In contrast, offline retail remains critical for experiential shopping, allowing consumers to test performance footwear and apparel, with companies such as UNIQLO expanding flagship stores to combine product discovery and lifestyle experiences. Collectively, the dual-channel approach enables brands to maximize reach, capture impulse purchases, and maintain loyalty in a competitive market.
By end-user, Women category accounts for a significant revenue share
Women are prioritizing activewear that bridges high performance and fashion. Brands are increasingly focusing on lines tailored to women’s unique movement patterns and aesthetic preferences. For instance, in August 2024, ASICS launched the NAGINO™ collection in Kobe, Japan, a series designed to empower women through better layering, adjustability and comfort. These efforts reflect how the women’s segment is evolving from purely functional apparel to versatile lifestyle wear that supports both workout and everyday contexts.
On the other hand, the kids segment’s expansion in the Japan activewear market is attributed to parents increasingly viewing activewear as an essential for children’s sport, play and wellness, prompting brands to offer fun, durable and branded collections for kids. For example, in May 2024, BAPE KIDS® collaborated with mastermind JAPAN to launch a premium kids active streetwear collection in Japan. Such strategic collaborations signal kids apparel is no longer simply scaled down adult wear; it’s a distinct segment with its own design, branding and growth path within the activewear sector.
By distribution channel, online platforms register robust growth
The demand in Japan activewear market is driven by the expansion of online channels, as consumers prioritise convenience, personalised experiences and access to exclusive digital drops. Brands are investing in sophisticated ecommerce platforms, mobile apps and loyalty programmes to engage digitally savvy shoppers. For example, in October 2025, transcosmos Inc. and BBF, Inc. formed a strategic business alliance to help overseas apparel brands enter the Japanese market via optimised online infrastructure and localised services. By leveraging digital analytics, targeted marketing and rapid fulfilment, companies can capture impulse purchases, respond quickly to trending consumer preferences, and strengthen direct to consumer relationships across the competitive market landscape.
Offline retail remains a core growth driver in Japan’s activewear market, as physical stores offer hands‑on experiences, product trials and brand immersion that online platforms cannot fully replicate. Companies are revamping flagship stores and introducing experiential elements to engage consumers. For instance, the Swiss sportswear brand On opened its second‑largest global flagship in Tokyo’s Ginza district on September 12 2025. Such investments reinforce urban brand presence in the Japan activewear market, drive foot traffic and support the complementary role of physical retail alongside digital channels, enabling brands to build loyalty and maintain a strong multi‑channel strategy.
Leading activewear companies in Japan are emphasizing innovation-driven design and sustainable production to align with shifting consumer expectations. Brands like ASICS, Mizuno, and Adidas are investing in advanced materials, lightweight cushioning, and eco-conscious fabrics to enhance performance and comfort. These research and development efforts not only support athletes but also attract lifestyle consumers who value both technical precision and environmental responsibility in their everyday wear.
At the same time, prominent international activewear companies bsuch as Nike, PUMA, and Goldwin are focusing on digital integration, collaborations, and product diversification to stay competitive. From data-backed apparel development to co-branded capsule collections and connected wearables, brands are personalizing the activewear experience. These strategies, combined with localized marketing and direct-to-consumer engagement, are helping companies capture Japan’s growing base of health-conscious, fashion-forward consumers seeking functionality with style.
Adidas AG, which was founded in 1949 and is located in Herzogenaurach, Germany, is a top global sportswear brand that specializes in performance-driven footwear, apparel, and accessories. To remain a leader in the athletic and lifestyle segments, the company focuses on innovation, sustainability, and collaboration.
ASICS Corporation, which was established in 1949 and is located in Kobe, Japan, is a leading manufacturer of athletic footwear and apparel scientifically supported by research and technology. The company is widely recognized in the Japan activewear market and also across international markets especially in the running and sports performance categories.
Nike, Inc., which was established in 1964 and is located in Beaverton, Oregon, is the largest designer and marketer of athletic footwear, apparel, and equipment in the world. The company’s powerful brand identity, digital ecosystem, and athlete endorsements have been the main reasons of its global market leadership for a long time.
PUMA SE, founded in 1948 and located in Herzogenaurach, Germany, is a company known for its energetic combination of performance sportswear and fashionable collaborations. The brand's is known globally and has a significant footprint in the Japan activewear market as a result of its focus on innovation and partnership with athletes and designers.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the Japan activewear market include VF Corporation, Mizuno Corporation, Goldwin Inc., and others.
Explore the latest trends shaping the Japan Activewear Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on Japan activewear market trends 2026.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the Japan activewear market reached an approximate value of USD 21.83 Billion.
The market is projected to grow at a CAGR of 6.70% between 2026 and 2035.
The key players in the market include Adidas AG, Nike Inc., PUMA SE, ASICS Corporation, VF Corporation, Mizuno Corporation, Goldwin Inc., and others.
Key strategies driving the market include expansion of flagship stores, strengthening omnichannel and direct-to-consumer (DTC) platforms, frequent product refreshes with performance and eco-friendly launches, cross-sector collaborations, and leveraging digital marketing to reach style- and wellness-oriented consumers.
Online platforms demonstrate significant growth in the Japan activewear market and is set to expand at a CAGR of 9.6% through 2035.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by End-User |
|
| Breakup by Distribution Channel |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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