Retro Sneakers and Price Tiers Shape China's Sportswear

Newer data: China's Online Sportswear Sales Hit CN¥ 168.3B in 2025

Executive Summary#

Retro-design casual sneakers and the boom in recreational running shaped brand strategy in China's online sportswear market in MAT2023 (June 2022 to May 2023). Brands such as Fila and New Balance built their business on design-led casual lines, while Asics built credibility with serious runners.^[1] This analysis looks at the products and positioning behind those strategies, at how brands spread across price tiers, and at how promotional mechanics affect what consumers pay.

Design and Sport Shape Brand Strategy#

Two strategies stood out in MAT2023, one built on professional sport and the other on retro design for casual wear. Li Ning focused on professional sports, with basketball and running shoes at the centre of its range. Fila, by contrast, built its casual business on the Mars, Pops and Cat's Claw retro sneaker lines, each of which drew strong engagement on Xiaohongshu (小红书).

We believe Fila's approach shows that Chinese consumers will pay premium prices for brands that give them a compelling design story, since its retro lines sit in the highest price tier of the market.

International Brands and the Running Boom#

The recreational running boom opened room for international brands with a credible running offer, alongside those riding the retro casual trend. Asics built its credibility among serious runners with its GEL-CONTEND line and lightweight mesh running shoes. New Balance drew on the retro casual trend through its 2002R series, and its comfortable walking shoes and classic retro designs appealed to consumers looking for everyday comfort.

Price Positioning Across the Market#

Branded sportswear in China spans three broad price tiers, and the tier a brand sits in determines which competitors it meets. The price structure of the market looks like this:

• Premium-casual: Jordan, New Balance and Fila sell at the highest average prices, built on design and heritage
• Upper-middle: Nike and Adidas serve the segment where performance products cross over into lifestyle wear
• Value: Xtep (特步) and Erke (鸿星尔克) anchor the accessible end of branded sportswear

International brands positioned in the lower price tiers compete directly with domestic brands, which offer branded sportswear at accessible prices, while those in the premium-casual tier compete on design and heritage.

Promotions and Platform-Specific Pricing#

Promotional mechanics matter to sportswear brands, because consumers respond to the effective price they pay after discounts. During the 618 and Double 11 promotional events, coupon and discount stacking lowered the effective prices of products such as Adidas's Samba sneakers and long down jackets^[2]. This shows how much a brand's pricing strategy on each platform can shape its sales in China's e-commerce market.

Key Takeaways#

• Retro-design casual sneakers, such as Fila's Mars, Pops and Cat's Claw lines and New Balance's 2002R series, shaped brand strategy in MAT2023
• Li Ning built its range around professional sports, with basketball and running shoes at its centre
• The recreational running boom favoured brands with a credible running offer, such as Asics with its GEL-CONTEND line
• Branded sportswear spans premium-casual, upper-middle and value tiers, and retro-casual positioning carries a significant price premium
• Coupon and discount stacking during the 618 and Double 11 events makes platform-specific pricing an important part of brand strategy

About the Data#

This analysis draws on Moojing Market Intelligence data covering the MAT2023 period (June 2022 to May 2023). Moojing analyses brand and category performance across leading Chinese marketplaces. For full methodology and additional insights, see the complete Sports Footwear and Apparel whitepaper.