Global takeoff: How sportswear brands are scaling up in 2026

Sportswear brands are picking up speed entering the new year. In December, many laid the groundwork for accelerated growth, from investing in brands and research centers to announcing new global market entries. Others doubled on China even as the market remained challenging, with established outdoor player The North Face reinforcing its cultural relevancy and newcomer Manduka making its China debut. As Chinese consumers increasingly demand a blend of high-performance functionality and fashion, the market is poised for heated competition in 2026. Brand highlight: Zegna embraces great outdoors with Norda investment In December, Zegna completed a second round of funding in the Canadian trail running brand Norda. The Italian luxury group first linked up with Norda in 2021 to collaborate on its debut sneaker, the 001, before taking an initial stake in 2023. This latest investment marks a deeper strategic partnership and underscores Zegna’s steadfast bet on the outdoor fashion segment. Founded in 2020 and headquartered in Montreal, Canada, Norda was launched by extreme endurance athletes Nick and Willamina Martire, footwear designer Louis-Martin Tremblay, and brand development specialist Gerard Cleal. Its mission is to create durable, high-performance trail running shoes for athletes. Zegna’s continued interest in the brand stems not only from its rapid growth since inception but also from its unwavering focus on material innovation and lightweight design. Beyond performance, Norda has grown its fashion appeal, resonating with consumers who seek high-end outdoor functionality combined with luxury design. Ermenegildo Zegna, Chairman and CEO of Zegna Group, commented, “Our decision to increase our Group’s stake in Norda reaffirms our strong belief in the brand’s long-term potential. Norda’s authentic identity, rooted in material innovation, lightness, and a compelling long-term value proposition fueled by unprecedented growth, is fully aligned with our Group’s purpose.” Through this partnership, Norda gains the financial backing needed to accelerate material R&D and global expansion, while Zegna paves the way for its evolution into a diversified lifestyle brand. Going forward, the two companies’ synergies are poised to carve out new growth avenues in the fast-expanding outdoor fashion market and drive more sustained cross-category collaboration. Consumer response June Li, Fashion professional “Zegna’s move is a smart one. Luxury brands can’t just cling to tradition; blending fashion with outdoor sports is a bona fide new trend. Norda boasts both technical prowess and design aesthetics alike. This isn’t merely an investment but a new narrative of ‘performance luxury’ for the group. I’m eager to see more innovative fusions of materials and scenarios.” Holly Zhao, Jing Daily reader “Can Zegna’s gentlemanly elegance truly gel with trail running shoes? On second thought, today’s young consumers crave both outdoor pursuits and stylish dressing, and Norda’s designs deliver on both fronts. Zegna’s investment is no blind chase of trends but a response to a genuine shift in lifestyles. As long as Norda never compromises on professional performance, I’m all for this experiment.” Robin Chen, Jing Daily reader “Nowadays, no brand thrives without capital support. For a niche running brand only five years old to quickly win over a luxury conglomerate, its products must have real merit. As a running enthusiast, I’m thrilled to see this specialist sportswear label get the recognition it deserves. Everyone’s wondering if Zegna can replicate Hoka’s success — perhaps Norda will become a fashion-forward counterpart to Hoka.” Brand updates The North Face marks 60 years with Ten Thousand Horses Festival Marking its 60th anniversary and heralding the 2026 Year of the Fire Horse, The North Face hosted the “Ten Thousand Horses Festival” (北面万马节) in Gansu province from December 23 to 25. Centered on the theme “Exploration is our calling” (探索是本命), the event connected three historic Silk Road cities — Lanzhou, Tianzhu (Wuwei), and Shandan (Zhangye) — drawing on their rich heritage and striking landscapes to reflect the brand’s enduring spirit of adventure. In collaboration with Tmall Super Brand Day, the campaign integrated dynamic offline experiences with digital engagement. This approach not only deepened cultural resonance and amplified commercial reach but also reinforced The North Face’s identity as a premium outdoor brand built on the pillars of endurance, movement, and exploration. Fila unveils new competition apparel for China’s national ski team On December 21, as the FIS Freestyle Ski Aerials World Cup wrapped up at Genting Snow Park in Chongli, Zhangjiakou, Fila unveiled new competition uniforms for China’s national freestyle ski aerials team. Built with its latest “Fila 4810 Summit Technology,” the uniforms were co-developed with the national team to meet the sport’s specific demands. For the design, the brand employed a dual-color scheme optimized for both day and night conditions based on research into visibility in snowy environments. Details include “instant success” embroidery and “victory with polka dots” snowflake prints. The launch solidifies Fila’s foothold in the winter sports market and signals its continued push into high-performance categories. Anta joins Taobao Flash Sale On December 19, Chinese sportswear brand Anta expanded its retail ecosystem by joining Taobao Flash Sale, an on-demand retail platform designed to connect offline stores with online shoppers in real time, enabling near-instant product delivery. To date, over 1,000 Anta stores across 174 cities — including Shanghai, Beijing, and Guangzhou — have rolled out the service. Offerings include Anta’s winter essentials, pieces from NBA star Kyrie Irving’s signature collection, and seasonal new arrivals. The move aims to bolster Anta’s omnichannel strategy while addressing consumers’ need for speed, particularly for last-minute travel or sports needs. By 2026, this integration is set to deepen, with plans to cover over 4,000 stores nationwide and establish a distributed fulfillment network in which stores double as warehouses. Manduka debuts in China with Shanghai pop-up On December 18, Los Angeles-based yoga brand Manduka launched its first pop-up in China at Plaza 66 Shanghai. Running until March 15, 2026, the event features Manduka’s full product range, including yoga mats, towels, props, and accessories. The brand is also launching a special certification program for yoga teachers, offering successful participants exclusive product trials, long-term support, and an invitation to join its core teacher community. More than boosting brand awareness in China, the pop-up lays solid groundwork for the label’s long-term market expansion and community building. Adidas joins hands with the China Institute of Sport Science On December 22, sportswear giant Adidas announced a technological partnership with the China Institute of Sport Science. The two parties will focus on children’s sports health and equipment optimization, conducting technical evaluations, biomechanical studies, and final optimization guidance for Adidas’ premium kids’ performance lines. The tie-up with a national-level research institute reflects Adidas’ ongoing efforts to enhance the scientific rigor and professionalism of its product design. Lululemon to enter six markets in 2026 On December 18, Lululemon announced plans to expand into six global markets through a new franchise partnership model in 2026, marking the largest number of launches in a single year. The list covers five European nations — Greece, Austria, Poland, Hungary, and Romania — as well as India, where a partnership plan was previously announced. Arion Retail Group will oversee brand operations across the five European markets, while Tata CLiQ will manage the Indian market. Offline store locations and opening timelines have yet to be officially announced. This accelerated expansion positions Lululemon to capture greater market share in the global athleisure sector. Financial report China slump weighs on Nike’s Q2 FY26 results On December 19, Nike Group released financial results for the quarter ended November 30, 2025. The brand logged total revenue of $12.4 billion for the period, with wholesale revenue hitting $7.5 billion — up 8% YoY — and direct-to-consumer (DTC) revenue totaling $4.6 billion. Inventory dropped to $7.7 billion, a 3% YoY decline, with inventory trends turning positive. Regionally, Greater China revenue came in at $1.4 billion, slumping 17% YoY. Nike President and CEO Elliott Hill noted that the brand’s recovery has entered a critical phase, as it advances its “Win Now” initiative and sports-led strategy. Looking ahead, Nike will continue making proactive adjustments in Greater China, strengthen sport innovation and channel synergy, and further refine its operational footprint.

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Global takeoff: How sportswear brands are scaling up in 2026