Sun-Protective Pants and Carbon-Plate Shoes Lead Growth

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

Executive Summary#

Functional products are driving the fastest growth in China's sportswear market: sun-protective ice silk pants grew 338.3% YoY and carbon-plate running shoes 64.1% in April-May 2023^[1]. "Dad shoes" had the largest sales of the emerging concepts, at CN¥ 390 million in May alone. This analysis looks at the high-growth product concepts that brands are investing in, at what drives consumer demand for functional products, and at the categories where competition is still limited despite strong growth.

Functional Innovation Drives the Next Growth Cycle#

April and May 2023 brought several high-growth product concepts to the surface, and we believe they show where the market is likely to head in the coming seasons. In sportswear, sun-protective pants kept growing fast, at +338.3%, with brands including Anta (安踏), Fila, Bananain and Camel investing in ice silk fabric with UV-blocking properties. The category draws on two trends at once, the growth of outdoor sports and consumers' rising attention to their health, and we expect both to continue.

In footwear, carbon-plate running shoes grew 64.1%, and domestic brands Erke (鸿星尔克), Li Ning (李宁), Jordan (乔丹), Anta and 361 Degrees have all launched carbon-plate models, as has Nike. The technology, which embeds a rigid carbon fibre plate in the midsole to make running more efficient, has moved from elite racing shoes into mass-market training footwear.

Sun-protective pants and carbon-plate running shoes lead the next wave of sportswear growth

*Source: Moojing Market Intelligence*

Dad Shoes Have the Largest Sales Among Emerging Concepts#

"Dad shoes" (retro chunky sneakers) reached CN¥ 828 million in sales in April-May 2023, far more than any other emerging concept. Nike, Fila and New Balance all have entries in the category, and its appeal rests on a silhouette that adds height, slimming proportions and a retro look. These features have kept dad shoes in steady conversation on social media, particularly on Xiaohongshu (小红书). At an average price of CN¥ 352, dad shoes sit in the mid-premium tier, where consumers' willingness to pay is strongest.

The category's growth of +24.5% is modest beside the new functional categories, but it reflects a mature trend that is keeping its momentum on a large sales base. Many major sports brands have launched entries in the segment, so design and brand storytelling are becoming more important as ways to stand out.

Board Shoes and Sports Jackets Grew in 2023#

On two leading Chinese marketplaces, board shoes grew 14.3%, the strongest growth among the major footwear categories, which is in line with the wider retro casual trend on social media. Sports jackets also grew, by 11.5%, helped by the boom in outdoor recreation, while sweatshirts and pullovers came under pressure as consumers turned to more versatile and fashion-led alternatives.

Competition Is Lighter in Some Categories#

Sales of tennis shoes and basketball shoes are concentrated among a small number of large brands^[2]. Board shoes and down jackets are more fragmented, which may leave more room for new entrants.

Key Takeaways#

• Sun-protective ice silk pants grew 338.3% YoY, with brands such as Anta, Fila and Bananain investing in this functional category
• Carbon-plate running shoes grew 64.1%, as domestic and international brands bring the technology to mass-market footwear
• Dad shoes had the largest sales of the emerging concepts, at CN¥ 828 million in April-May 2023, supported by strong engagement on social media
• Board shoes grew 14.3% on two leading Chinese marketplaces, the strongest growth among the major footwear categories
• Board shoes and down jackets are less concentrated than tennis and basketball shoes, which may leave room for new entrants

## 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.