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With growth in these apparel sectors being very much marketing-driven, 2008 is an important year for the active sportswear and athletic footwear industry. Not only is it an Olympic year, but an Olympics that will take place in Beijing, China, creating a completely different environment for the world's major sporting event than is the case in developed economies.

As reviewed in this third edition report from just-style, a lot is riding on this oppourtunity for the major sports brands, all of which will be paying attention to the domestic Chinese market, the Olympic tourist market and the world market spin-offs from television coverage, not to mention internet exposure of their product catalogues.

The active sportswear and athletic footwear product group is one of the most heavily-branded areas of apparel. There are only two truly global players: Nike and Adidas-Reebok. They compete with a multitude of smaller and regional sports brands, and also with the sports ranges of casualwear brands. The purchasing choice is frequently determined by the sportsman or woman you admire, or the team that you follow and therefore the brand that you aspire to wear.

The sportswear product segment is one of the most confusing to define and categorise, and the argument of 'what makes a consumer of sports clothing and athletic footwear?' is a theme which runs through this report.

As consumers, we have all become 'available' to sports brands and retailers trying to reach us with their marketing material. The main reason for this being that sport is a huge business, and particularly, a huge business for television. This is backed up by the SGMA's recent suggestion that the sportswear sector is becoming less 'professional' and less 'extreme'. On the other hand, it is in the commercial best interests of the equipment, clothing and footwear providers to 'up' the value of their products by relating them to real or perceived benefits.

This latest global market review concentrates on consumers who enjoy a sporting lifestyle, and garments that will be used in active sport, including competition, recreation and exercise, with comprehensive data and analysis including:

Definition of the market for active sportswear and athletic footwear
What people around the world use their sportswear for
Market estimates broken down by product and geographic region
Forecasts for overall consumption to 2014
Supply to the market
Market share of the global players and review of secondary players
Product, styling and lifestyle trends driving the industry forward
Report coverage

Chapter one: Executive summary

Chapter two: Introduction and report theme

Chapter three: The active sportswear and athletic footwear market
This chapter defines and explains the market, by the manner in which garments are intended to be used by the consumer, as well as their construction and characteristics. We then use this definition to estimate what people around the world use their sportswear for. For the purposes of this report, the world market has been split into the main global developed and developing regions.

Chapter four: Market estimates
This chapter provides market estimates broken down by product and geographic region - namely North America, Western Europe, Japan and Korea and 'rest of world'. Forecasts are made for overall consumption of active sports clothing and athletic footwear to 2014, from a base year of 2007, with growth comparisons made to 2005.

Chapter five: Supply to the market
This chapter considers market supply and distribution. Not just where in the world the products are made, but whether they are sold to consumers by brands, retail private label or as anonymous merchandise. Market share of the global players - Adidas and Nike respectively - is reviewed, as are the secondary players.

Chapter six: Current and future development in sportswear
This chapter addresses the product, styling and lifestyle trends that will drive industry developments forward. Sportswear is considered in the context of performance, attitude, aspiration, celebrity, and brand endorsements. We take a look at issues such as the retail situation, supply and control of costs, licences and joint ventures, and brand ownership and acquisitions.

Chapter 1 Executive summary
Report scope
This sporting life: Report introduction and theme
The active sportswear and athletic footwear market
Market estimates
The market in 2005 and 2007
The market in 2014
Supply to the market
Developments in sportswear

Chapter 2 Introduction and report theme
The theme of this edition
Clothing and footwear sporting definitions
This sporting life: Live the dream
Report contents and coverage

Chapter 3 The active sportswear and athletic footwear market
Source of the definition of active sportswear and athletic footwear
Total sports apparel
Active sports apparel
Sports licensed apparel
Sports and their participants
Apparel, footwear and equipment
The sports/product matrix
Sportswear, population, regions and the ‘propensity to purchase’
Sources of data
Units and exchange rates

Chapter 4 Market estimates
The active sportswear and athletic footwear market, 2005-2007
Growth, 2005-2007
Market estimates, 2007
International background
World market estimates, 2007
Population
Combined market value and spend per person
The active sportswear market
The athletic footwear market
Market estimates, 2014
Future drivers of the active sportswear and athletic footwear markets
World market estimates, 2014
Population
Combined market value and spend per person
The active sportswear market
The athletic footwear market
Market growth, 2007-2014
Active sportswear growth, 2007-2014
Athletic footwear growth, 2007-2014
Annual time lines

Chapter 5 Supply to the market
Channels of distribution
Retailers, brands and no-name merchandise
Global brands
Other important companies in the sportswear sector
Competition from the casualwear ‘pretenders’

Chapter 6 Current and future developments in sportswear
Sports and the clothing and footwear that is worn
Attitude, aspiration and product
Converse
Toray
Fila
Nike
Celebrity, the cult of celebrity and sponsorship
The retail situation
Supply and the control of costs
Licences and joint ventures
Brand ownership and acquisitions

List of figures
Figure 1: Percentage split of active sportswear and athletic footwear in the world, 2005 and 2007 (%)
Figure 2: Global regional population share, 2007 (m people and %)
Figure 3: World market and spend per person, for active sportswear and athletic footwear, 2007 (US$m and US$)
Figure 4: Active sportswear by region and population, 2007 (US$m and %)
Figure 5: Active sportswear spend per person by region, 2007 (US$)
Figure 6: Athletic footwear by region and population, 2007 (US$m and %)
Figure 7: Athletic footwear spend per person by region, 2007 (US$)
Figure 8: Athletic footwear by region and population, 2007 (m units and %)
Figure 9: Global regional population share, 2014 (m people and %)
Figure 10: World market and spend per person, for active sportswear and athletic footwear, 2014 (US$m and US$)
Figure 11: Active sportswear by region and population, 2014 (US$m and %)
Figure 12: Active sportswear spend per person by region, 2014 (US$)
Figure 13: Athletic footwear by region and population, 2014 (US$m and %)
Figure 14: Athletic footwear spend per person by region, 2014 (US$)
Figure 15: Athletic footwear by region and population, 2014 (m units and %)

List of tables
Table 1: US top sports ranked by participants, 2006 (no. of participants and %)
Table 2: The sports/product category matrix
Table 3: Estimate of the propensity to purchase in the developing world, 2007
Table 4: Exchange rates as of 11 October 2007
Table 5: Main regional consumption of active sportswear and athletic footwear, 2005 and 2007 (US$bn and %)
Table 6: World and regional markets for active sportswear and athletic footwear, 2007 (m people, US$ and units)
Table 7: World and regional markets for active sportswear and athletic footwear, 2014 (m people, US$ and units)
Table 8: Active sportswear growth by region, 2007-2014 (US$m and %)
Table 9: Active sportswear growth in spend per person, by region, 2007-2014 (US$ and %)
Table 10: Athletic footwear growth by region, 2007-2014 (US$m and %)
Table 11: Athletic footwear growth in spend per person, by region, 2007-2014 (US$ and %)
Table 12: The combined sportswear market by region, 2003-2014 (US$bn)
Table 13: The active sportswear market by region, 2003-2014 (US$bn)
Table 14: The athletic footwear market by region, 2003-2014 (US$bn)
Table 15: The athletic footwear market by region, 2003-2014 (m units)
Table 16: The combined sports market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
Table 17: The active sportswear market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
Table 18: The athletic footwear market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
Table 19: The athletic footwear market by region as an index, 2003-2014 (unit percentage growth, 2007=100)
Table 20: Branded, own-label and anonymous merchandise US dollar share, 2005 and 2007 (%)
Table 21: Adidas and Nike shares of world active sportswear and athletic footwear markets by region (US$bn and %)