Research on sports brands (2024)

The "Survey on Sports Brands (2024)" was conducted among men and women aged 20-69 nationwide. How many people wear sports brand clothing as their daily wear? For this survey, we asked about "wearing status of sports brand clothing," "how they feel when wearing sports brand clothing," "what they think when they see people wearing sports brand clothing," and "their favorite sports brand and the reasons why they like it.

Survey Result Topics

50.8% of respondents own sports brand clothing, and 14.4% wear it on a regular basis.

Men are more likely to own clothing, with the percentage of men in their 20s to 40s wearing around 20% of the clothing. It is also apparent that those who exercise on a daily basis are more likely to wear sports brand clothing on a regular basis. ＜Figure 1＞

The top three feelings when wearing sports brand clothing as everyday wear are "easy to move in and feel lighter," "convenient because it is functional, such as breathable and quick-drying," and "lightweight or stretchy, so the body does not get tired easily.

The top three items are particularly high among those in their 50s and 60s, indicating a trend toward wearing them because of their high functionality. ＜Figure 2＞

When looking at those who usually wear sports brand clothing, 20% of respondents said they think it's nice to be active, that it's cool to dress casually, and that they like sports.

Women had more positive images, such as "I think it's nice to be active" and "I think it's cool to dress casually.＜Figure 3＞

Favorite sports brands included "Asics," "Adidas," "Nike," "New Balance," and "Mizuno," with respondents giving reasons such as "I have worn them since childhood, so I am familiar with them" and "I like their logos and designs. 

＜Figure 4＞

Survey Item

□Attribute Questioning
□Favorite sports brand and why
□Wearing of sports brand clothing
□How I feel when I wear sports brand clothing as everyday wear
□Frequency of exercise and sports
□What I think when I see people wearing sports brand clothing as everyday wear.