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● Nike’s Downfall

Global Activewear Market Trends and Investment Prospects

The Beginning and Evolution of Brand Competition

Initially, only Nike came to mind, but
subsequently, new brands such as On Holding and Lululemon have emerged one after another.
Each brand has embarked on securing market share with its unique technology and story.
This phenomenon serves as an important clue for investment strategies and market analysis in the activewear sector within the global economic outlook.

Nike’s Crisis and Rebound Momentum

Locally, there are voices of Nike’s downfall, but
in reality, its name value, including the Michael Jordan series, is still strong.
The brand identity behind the “Just Do It” slogan of the past
maintains a solid position even amidst competition from latecomers.
Recently, Nike is showing rebound momentum with innovative strategies such as launching training wear exclusively for women.

On Holding’s Innovation Strategy and Growth Story

On Holding was founded in 2010 and began to attract market attention after listing in 2021.
Founded by CEO and others who are Iron Man competition champions, the story is solid.
Recognized for its competitiveness in terms of amount, technology, and innovative design,
it recorded a 69% increase in sales in 2022 compared to the previous year, 47% in 2023, and 28% growth in the second quarter of 2024.
As Wall Street analysts evaluate it with the keyword “disrupting,” it is a stock to watch in terms of investment strategy.

Lululemon and the Restructuring of the Activewear Market

Lululemon started as a yoga brand and gradually expanded into menswear and sportswear.
It maintains sales growth momentum not only in the United States but also in global markets such as China.
In the fierce competition with Nike,
innovative products that reflect consumers’ lifestyle changes and wellness trends are attracting attention.

Various Emerging Brands and Market Changes

Emerging brands such as Alo Yoga and Vuori are also challenging the market with new and innovative marketing strategies.
Alo Yoga is targeting the new generation through online yoga studios and metaverse platform integration.
Vuori also started as a small business and has now grown to a scale of over 1,500 people,
and its corporate value has skyrocketed with the SoftBank investment attraction in 2021.
As such, the activewear sector is developing day by day in terms of technology, design, and consumer experience.

Future Prospects and Investment Points

Over the next three years, the global activewear market will
be reorganized according to technological innovation, product lineup expansion, and changes in consumption patterns.
Nike is showing signs of rebound with consistent brand value and innovative models,
and On Holding is poised to threaten latecomers based on continuous growth momentum.
Lululemon is also showing growth potential in the global market and
is expected to lead new consumption trends.
All of these trends are key points in the global economic outlook, investment strategies, and market analysis.

Summary

The global activewear market is
rapidly changing as various brands such as On Holding, Lululemon, Alo Yoga, and Vuori compete, initially centered on Nike.
Nike still holds strong brand power, but
On Holding and Lululemon are expanding their market share through innovation and growth strategies.
The technology and new marketing strategies of latecomers are key points for future investment strategies and market analysis.
Focusing on the keywords of global economic outlook, activewear, Nike, investment strategies, and market analysis,
we must pay attention to market restructuring and investment opportunities over the next three years.

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