According to The NPD Group, overlapping with the return of in-person learning and sports activities this year, revenue from kids’ activewear increased by 34 percent in the U.S. from January through October versus last year.
The gains have the kids’ activewear market outperforming the adult market over the same period.
“The reopening of schools and restarting of sports activities gave an added boost to the kids’ activewear business this year, making products for kids the stars of activewear for the third quarter,” said Matt Powell, sports industry advisor, the NPD Group. “The return of more social activities will only add to the strength of the market during the holiday season this year and into 2022.”
Based on NPD Retail Tracking data, retailers’ private-label brands collectively led sales in the kids’ activewear market from January through October. Private brands accounted for just under 30 percent of boys’ activewear sales but dominated nearly 60 percent of the girls’ activewear business. Private-label brands aside, Nike, Adidas and Under Armour were the top kids’ activewear brands based on revenue; however, all lost market share or remained flat versus last year. On the other hand, market share increased for Champion, Jordan, Reebok, and other smaller brands.
Girls’ activewear revenue through October 2021, was about 45 percent smaller than boys’ activewear, though sales grew faster for girls’ products. Within the largest activewear categories, girls’ shorts and sweatshirts were the highest growth product categories, while tees and sweatshirts led sales in the boys’ segment.
