Athleticwear retailers such as Aje, Volley, The Upside, and Helly Hansen are digging into what GlobalData reports as an $8.5 billion sportswear industry in Australia.
Through recently launched capsule collections, new sport sponsorships, and upgraded physical presences, the four brands are expected to capitalise on the growing sportswear industry.
This $8.5 billion figure is based on 2020 data, released in 2022, with GlobalData saying the industry has a compound annual growth rate of 6% up til 2025.
It reported that the overall sportswear market in Australia is forecast to reach $11.7 billion by 2025.
Women's sports clothing is expected to grow at 6.6% to reach $4.3 billion by 2025, while trainers in men's sports footwear dominates the sales but shoes and boots are expected to be the fastest growing category.
Aje Athletica recently teamed up with Brisbane-based tennis star Priscilla Hon as an exclusive on-court apparel sponsor for the 2023 Australian summer of tennis.
Priscilla Hon will be wearing Aje Athletica’s tennis capsule consisting of a functional mini dress in both black and white, and a matching skirt and crop set, both with inbuilt shorts and ball pockets.
Aje Athletica’s new capsule launched alongside a video-first integrated marketing campaign that was shot in the streets of Sydney.
Launched in early January 2023, the campaign features high jumper and model Amy Pejkovic, dancer Crystal Russell and next-gen model Natalia Binks.
The latest collection includes sports bras, high rise leggings, knitted tanks, windbreaker jackets, bike shorts and accessories.
Meanwhile, Australian athleisure brand The Upside and athletic shoe wear brand Volley have teamed up to design a pair of limited edition heritage shoes to mark the Australian tennis season.
The design heroes The Upside’s retro style with the distinct 3-stripe detail on the Volley heel-tape and a custom ‘Volley Up’ logo. It is also vegan.
The shoes have launched alongside The Upside’s new elevated tennis capsule collection, which includes red, white and navy colours, with reference to the 70s through V-necks and crochet fabrics.
The collection features moisture-wicking performance pieces in cotton pique, 4-way stretch peached fabrics in high-waisted skorts and dresses, and pleats.
The Upside founder and creative director Jodhi Meares said the new collection and collaboration are timely.
“People are looking at healthier, better ways to spend their time,” Meares said. “Tennis is a beautiful, social way to spend a Saturday afternoon, it’s another activity you can add into your wellness routine that’s fun too, because it’s playful.”
Finally, Scandinavian global retailer Helly Hansen is rolling out a new store concept across Australia and New Zealand, which began with an opening at Melbourne’s Chadstone Shopping Centre in December 2022.
Helly Hansen sells ski, hiking, sailing and mountaineering gear at high-end price points.
Speaking exclusively with Ragtrader, Helly Hansen chief sales officer Cameron Mahoney revealed there are two more of these new concept stores on the way in 2023, with the next launching in Christchurch, New Zealand and another in New South Wales.
Mahoney said the new concept is based on Scandinavian minimalist design, which takes inspiration from Helly Hansen global.
“So you'll see a lot more of that inspiration; a lot of stripped back fixtures, open high ceiling, feature wall, lighting - compared to our traditional retail concept,” Mahoney said.
The traditional retail concept, according to Mahoney, features a more classical square box layout with graphics and bright colours and emotive brand imagery.
“Whereas this is more charcoal walls with plywood that lets the product do the talking, rather than having imagery everywhere. A bit cleaner.”
The 112 sqm fit out in Chadstone incorporates natural plywood interiors, contrasted against charcoal backdrops, modern down lighting and hero feature walls, with design touch points created by Sydney based design agency, North + North.
The store will sell a curated mix of its range across outdoorwear, including hiking, skiing and sailing.