Italy Athleisure Market Overview, 2029

The athleisure market in Italy is a growing segment within the broader sportswear industry. Italy's GDP per capita, adjusted by purchasing power parity (PPP), was approximately $52,700 in 2023. This figure indicates a relatively high standard of living compared to the global average. Italy has a highly developed social market economy, ranking as the 12th-largest economy in the world by GDP (PPP). The country's economy is driven by a mix of advanced industries, including fashion, machinery, and luxury goods. As of 2024, Italy's population is around 59.3 million. The population has been relatively stable but is facing challenges due to low birth rates and an aging population. Approximately 71.5% of Italy's population lives in urban areas. Major cities like Rome, Milan, and Naples are densely populated, while rural areas are sparsely populated. The athleisure market in Italy benefits from a relatively high GDP per capita, which means consumers have the purchasing power to invest in premium athleisure products. The urbanization trend also supports the growth of athleisure, as city dwellers often seek comfortable yet stylish clothing for their active lifestyles. The aging population presents a challenge, as the primary market for athleisure typically includes younger, more active individuals. Brands may need to adapt their marketing strategies to appeal to older demographics or focus on products that cater to the needs of an aging population. In Italy, the athleisure market is regulated by several policies, certifications, and restrictions to ensure product quality, safety, and compliance with standards. Consumer Protection Laws ensure that products sold in Italy meet certain quality and safety standards. They protect consumers from misleading advertising and ensure that products are safe for use. Italy has stringent environmental regulations, including the National Strategy for Sustainable Development, which aims to promote sustainable practices in various industries, including fashion and textiles. Textile Products Regulation sets out the requirements for the safety of textile products, including clothing and footwear, to protect consumers from potential hazards. Products sold in Italy must comply with the relevant EU directives and carry the CE mark, indicating conformity with health, safety, and environmental protection standards. Italy follows the EU's REACH regulations, which restrict the use of certain hazardous chemicals in textiles and clothing. The history of athleisure products in Italy reflects broader global trends in the sportswear industry.

According to the research report "Italy Athleisure Market Overview, 2029," published by Bonafide Research, the Italy Athleisure market is expected to reach a market size of more than USD 8.14% Billion by 2029. The concept of athleisure began to take shape during 1980s, with sportswear brands like Nike and Adidas gaining popularity in Italy. These brands introduced comfortable, stylish athletic wear that could be worn both for exercise and casual activities. The popularity of athleisure wear grew as more people started incorporating fitness into their daily routines. Top brands like Nike, Adidas and Decathlon are the Italy’s leading sportwear’s brand. These brands drive innovation and competition in the market. The athleisure market in Italy is expected to continue growing, driven by increasing health consciousness and a preference for comfortable, stylish clothing. There is a growing emphasis on sustainability, with brands investing in eco-friendly materials and ethical production practices to meet consumer demand. Brands like Nike and Adidas continued to dominate the market, and new local brands began to emerge. The athleisure trend gained momentum, with high-street brands and luxury fashion houses incorporating sporty elements into their collections. This period saw the rise of athleisure as a mainstream fashion category. Athleisure wear became a significant trend, blending fashion and functionality. Italian brands like Lotto and Diadora expanded their product lines to include athleisure wear, catering to the growing demand for stylish and comfortable clothing. In recent years, there has been a growing emphasis on sustainability, with brands investing in eco-friendly materials and ethical production practices to meet consumer demand for responsible fashion. These global brands continue to be major players in the Italian athleisure market, driving innovation and competition. Italian brands like Lotto and Diadora have also made significant contributions to the athleisure market, offering a range of stylish and functional products. The athleisure market in Italy has evolved significantly, reflecting changes in consumer preferences and broader cultural trends.

The athleisure market in Italy is segmented based on product type, end-user and distribution channel. By product type, the market is segmented into clothing, footwear, and other product types, including caps, headbands, wristbands, elbow bands, and socks. By end user, the market is segmented into men, women, and kids. The market is segmented by distribution channel into offline retail stores and online retail stores. The athleisure market in Italy is segmented for product types including sports clothing like yoga pants, leggings, hoodies and sweatpants. Sports footwear includes athletic shoes and sneakers designed for both performance and casual wear and sports accessories includes items like sports bags, water bottles and fitness trackers. Italy’s sports clothing includes womenswear, menswear, and childrenswear, where womenswear is expected to show the highest growth rate during the forecast period. Sports-inspired casual was the dominating sportswear type, followed by active and technical sportswear types. Other sports had the highest share amongst the sports clothing followed by training, football (soccer only) and running. Italy’s sports footwear consisted of women’s footwear, men’s footwear, and children’s footwear, where women’s footwear is expected to show the highest growth rate during the forecast period, while children’s footwear showed the lowest growth rate. Italy’s sports accessories consisted of handbags, sunglasses, hats, scarves, gloves, belts, and other accessories, where belts is expected to show the highest growth rate during the forecast period, while hats showed the lowest growth rate. Handbags had the highest share of Italy’s sports accessories, followed by hats and sunglasses. Sports-inspired casual wear was the dominating sports accessories type, followed by active and technical sports accessory types. Other sports had the highest share amongst the sports accessories.

The major distribution channels in the Italian sportswear market include offline purchases and online purchases. Offline purchases dominate the market, with clothing, footwear, and accessories specialists being the leading distribution channel. Online specialists, other online retailers, and hypermarkets also play a significant role. The athleisure market in Italy reflects broader global trends, with a strong focus on health, sustainability, and innovation. Changing lifestyles, including a rise in remote working and flexible schedules, have fuelled demand for versatile clothing suitable for both exercise and daily activities. Social trends, such as the prioritization of comfort and casual dressing, have also contributed to the popularity of athleisure among European consumers. Furthermore, the influence of fashion and celebrity endorsements has helped mainstream athleisure, making it a fashionable choice for a wide range of demographics.


Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029



Aspects covered in this report
• Athleisure market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Clothing
• Footwear
• Other Product Types

By Category
• Mass
• Premium

By End User
• Women
• Men
• Kids

By Distribution Channel
• Offline Retail Stores
• Online Retail Stores

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Athleisure industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.