Sportliche Soziale Interaktionen Treiben Neue Trends in Modeausrüstung voran | Das beliebteste Verbrauchsindexranking von Sport- und Outdoor-Marken im Januar

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During this monitoring period, domestic sportswear brands Camel, Anta, and Li-Ning ranked top three in the comprehensive popularity list with comprehensive popularity scores of 1.87, 1.80, and 1.70 respectively.

Brands Reinforce Their Labels through the Integration of Technology and Culture, and Captivate Generation Z with Groundbreaking Designs and Sports Culture

From a segmented perspective, brands have successfully captured the market's mindshare by integrating technology and culture into their products and extending sports consumption scenario marketing, thus strengthening their professional attributes and emotional connections.

Among them, Anta ranked first in social media popularity in January. It mainly relied on its cooperation with the Harbin Asian Winter Games and professional sports technology (such as the nitrogen midsole technology) to strengthen its functional label. In addition, it launched the "Good Things Happen" Chinese New Year-themed footwear and apparel series for the Year of the Snake in 2025, integrating traditional Oriental aesthetics with modern design. Adidas officially launched the FUTURE OF STYLE "Pioneering Sports" SS25 series on January 22, 2025. Through the in - depth integration of groundbreaking design and sports culture, it broke the boundary between sportswear and functional style. Camel, on the other hand, gained high search and sales popularity by officially establishing the "Camel High - Performance Outdoor Product Innovation Research Institute" with the Jiangnan Branch of the China Textile Science Research Institute at the ISPO BEIJING 2025 Asian Sports Goods and Fashion Exhibition, further enhancing its professionalism and technological attributes in the outdoor field.

Sports brands such as Descente have successively launched themed activities at ski resorts, transforming sports such as skiing from a single sports experience into a more diversified winter consumption scenario.

Sports and Outdoor Brands Establish High - end Technological Differentiation, and Sports Events Drive the New Trend of "Fashionable Equipment"

In the list, professional outdoor brands such as Arc'teryx, Descente, and Kailas reveal the trend of the sports and outdoor consumption upgrading towards "professionalization and niche - group orientation".

With the rise of niche sports such as skiing, mountaineering, and trail running, consumers' requirements for the "hard - core performance" of equipment have increased. For example, Arc'teryx has become the "ceiling" brand in the hearts of outdoor enthusiasts with its GORE - TEX fabric technology and exquisite craftsmanship. Descente focuses on the skiing field and strengthens its professional image through co - branding with high - end ski resorts.

Kailas opened the "Rock Space" in Shanghai, which integrates equipment display, social interaction, and events, and enhances user stickiness through offline activities. Meanwhile, Coros, a domestic sports watch brand, made it onto the list. Its functions such as long - battery life and high - precision positioning address the pain points of marathon and cycling users.

From the perspective of segmented categories, under the trend of light outdoor activities, urban cycling, ball games and other projects that are mainly for leisure and have social attributes are very popular among various groups. "Outdoor casual style" items that combine functionality and fashion are more popular. Yonex ranked second in social media popularity in January, triggering users' interest with topics such as product color schemes and sports outfits. Fila integrates outdoor elements into daily wear through products such as dad shoes and oversized coats, fitting the "mountain - style dressing" trend. Moreover, the "Wind and Fire Wheels" of Nezha 2 were cleverly designed as a miniature model of Hongxing Erke's new "Lingxiao" running shoes, triggering a wave of user - generated content among netizens.

List Explanation

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. The aim is to objectively and truthfully present the trend characteristics of the consumption world through index evaluation, help industries and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear and apparel accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The list data calculation combines public data from mainstream platforms and data accumulated on the Shiyan Big Consumption Platform under the ownership of Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly noted that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not assume any legal liability for any losses or damages caused by the use of the information in this report.