Why sportswear is surging in the Middle East

As global luxury brands brace for a slowdown in traditional growth markets, Jing Daily’s latest report, Driving Luxury Revenue in the Middle East: KSA and UAE, provides an incisive look at the region poised to defy the economic trend. Click here for access. Sportswear isn’t just about practicality; it’s about making a statement. From Adidas Sambas with a Bedouin spin to matching yoga sets in muted earth tones, Arab consumers are embracing styles that blend functionality with fashion. Driven by government investment, evolving lifestyles, and influencer culture, the Middle East’s sportswear market is booming. Global investment bank Jahani and Associates projects it will surpass $17 billion by 2028, with Saudi Arabia’s market alone expected to double from $1 billion in 2023 to $2 billion in 2028, according to Euromonitor. Let’s get physical “In Saudi Arabia, consumers are increasingly drawn to recreational physical activity (gyms, fitness classes, sports) as the government has emphasized sports and active lifestyle in Vision 2030,” says Ophelia Yeung, senior research fellow at the Global Wellness Institute. “There is also a rapidly rising interest in healthy eating, nutrition and weight loss, with the rise of obesity and chronic disease in the population.” Among these government initiatives is Riyadh’s Sports Boulevard, which aims to promote youth engagement in sports. Spanning over 135km, the mega-project is set to become the world’s largest linear park, featuring over 50 sports facilities and extensive cycling and pedestrian tracks. Social media personalities and fitness communities also play a significant role in popularizing sports fashion, says Reiting Lee, founder of The Oriental Hybrid, a boutique agency bridging Chinese and Arabic-speaking markets. “Sportswear to Saudi consumers isn’t just about function but statement pieces with trends led by the influencers and celebrities. The amount of people wearing sports shoes to jump on the trend is way more than the amount of consumers who wear them to do sports professionally,” she says. Arab brands join the race With dynamic lifestyles on the rise, local sportswear brands are gaining ground. Leading the way is Kayanee, hailed as Saudi Arabia’s first homegrown wellness concept. Established by the government’s Public Investment Fund (PIF), Kayanee serves as an all-in-one destination for activewear, dietary supplements, and women-centric fitness classes. By leveraging body-scanning technology, Kayanee tailors its sizing to regional body shapes, ensuring a comfortable and precise fit. A testament to its burgeoning growth, Kayanee unveiled its first flagship store in Riyadh’s Diplomatic Quarter in 2024, followed by the opening of a boutique in the city’s Solitaire Mall and a strategic partnership with Harvey Nichols in April this year. Meanwhile, in Dubai, The Giving Movement has captured global attention, worn by celebrities such as Jennifer Lopez. Since its launch in 2020, the brand has championed purpose-driven athleisure, combining sustainability with social impact by donating $4 to partner charities for every item sold. As of August 31, 2024, it had raised $7.9 million, reflecting both its cultural relevance and commercial success. Following a $15 million Series A funding round in 2022, the brand is poised to expand into new categories and markets. Global brands go hyperlocal Despite their growing visibility, local brands still face challenges in capturing significant market share. In Saudi Arabia, Adidas, Nike, and Puma dominate, accounting for nearly 60% of the total market in 2023. But these global giants aren’t just relying on their outsized reputations — they’re putting in the work. Take Adidas, for example: beyond outfitting Saudi Arabia’s national soccer team, the brand has collaborated with a range of Gulf-based creatives, including Saudi designer Kaf by Kaf, artist Raghad Al-Ahmad, the popular Instagram account Goodbye Old Jumeirah, and Dubai institution Ravi Restaurant. “With the region’s growing influence in streetwear and hype culture, we see huge potential in strengthening exclusive drops and collaborating with local designers to shape the future of fashion in the Middle East,” Eugene Karasev, senior brand director, Adidas EMC, tells Jing Daily. The Loomhood collection, launched in April in Dubai and Riyadh, further brings this vision to life. It invites regional artisans to reinterpret two of Adidas’ iconic silhouettes — the Samba OG and Handball Spezial — incorporating laces inspired by traditional fabric patterns, blending regional aesthetics with Adidas’ global identity. “We are committed to supporting the region’s growing sports and fashion industries, working closely with key government entities and cultural platforms to drive meaningful change,” Karasev adds. Powerhouses in the making With many local brands still in their infancy and often run by individuals with limited experience in the business side of fashion, it will take time before they can seriously compete with global labels, says Kamal Hubaishi, founder of Saudi concept store Urbn Lot. “We first need to ensure we have programs that educate and inform the people and regulations to assist with better managing such entities. Once this is set, then serious investments will start to flow in that will help in securing a local market share to compete with the big names,” he explains. Programs like the Saudi 100 Brands program and Abu Dhabi’s DCAD Fashion and Design Residency with Oscar De La Renta are already bridging the gap, offering mentorship, funding, and global exposure to emerging designers. Ultimately, as governments across the Gulf take bigger strides to promote sports infrastructure, participation, and activewear trends, it’s only a matter of time before local brands score big. Until then, global brands have a prime opportunity to capitalize on this growing market.

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Why sportswear is surging in the Middle East