The global sportswear market has changed a lot since Down to Business English first covered ‘Sneakernomics’ back in 2019 (D2B 154). Nike and Adidas are still major players, but they are facing new pressure from challenger brands, changing consumer behavior in China, and the rise of domestic competitors like Anta Sports.
In this episode of Down to Business English, Skip Montreux and Dez Morgan get Down to Business with the changing landscape of the global sportswear industry. They begin by looking at the major players in the market, including Nike, Adidas, Anta Sports, Lululemon, and Puma.Then they explore why Nike, in particular, appears to be facing headwinds. Dez explains the argument that Nike may have moved too far toward celebrity culture and fashion, and too far away from the sports performance identity that made it so dominant in the first place. They also discuss how Adidas followed a similar path through its high-profile partnership with Kanye West, now known as Ye.The conversation then turns to China, where Nike’s sales have fallen sharply. Skip and Dez discuss the role of weak consumer spending, rising ‘buy local’ sentiment, and the Guochao movement — the ‘National Trend’ that encourages younger Chinese consumers to support products that combine modern design with Chinese cultural identity.Finally, they look at how newer brands like Hoka and On are gaining market share by building clear product identities, and how Anta Sports is trying to expand its global influence through a planned 29% stake in Puma.D2B 410 revisits the business of sneakers and sportswear. From Nike’s challenges and Adidas’s celebrity partnerships to China’s Guochao movement, the rise of Hoka and On, and Anta’s planned stake in Puma, this episode shows how the sportswear market is no longer shaped by just one or two dominant names.Do you like what you hear?Become a D2B Member today for to access to member-only episodes, our --NEW!!! -- INTERACTIVE AUDIO SCRIPTS, PDF Audio Script Library, Bonus Vocabulary episodes, and D2B Member-only episodes.Visit d2benglish.com/membership for more information.