Sportswear brands face new crossroads as growth slows and consumer habits change

After several years of strong performance, the global sportswear and sporting goods industry is entering a period of tempered growth, with annual expansion projected to ease from 7 percent between 2021 and 2024 to 6 percent through 2029, according to McKinsey’s Sporting Goods 2025—The New Balancing Act report. This moderation — particularly evident in Asia-Pacific, Western Europe and Latin America — is compelling brands to shift focus from rapid revenue expansion to a dual agenda balancing topline growth with operational efficiencies.