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Japan’s sporting goods market has recovered from the impact of the coronavirus pandemic, returning to a stable growth trend in recent years. In 2024, the shipment value for this category of goods was estimated to reach **** trillion Japanese yen, with forecasts assuming a growth of *** percent in the following year. The domestic market has birthed many multi-segment and specialty brands that are competing with popular international players.

Japan’s big three sporting goods segments

Although the market reflects the broad variety of sports practiced in the Japanese society, three sporting goods segments stand out, accounting for more than **** of shipments on a value basis. Sports shoes and outdoor gear were the leading segments, carried by the demand for multipurpose shoes and apparel that can also be worn in everyday life. Golfing holds a special place within Japan’s sports scenes, with the popularity of the sport in the high-income tier of workers consolidating the segment’s third place in the equipment market. Apart from the thousands of golf courses operating in the country, the amusement industry further offers leisure facilities for playing minigolf and training strokes. These facilities have made golfing as well as other sports like baseball easily accessible to consumers.

What sports brands are in demand?

Even though domestic brands have taken root in Japan’s sports equipment market, international competitors have successfully penetrated the market thanks to their presence in professional sports. Particularly, omnipresent brands like Nike and Adidas ranked high as consumers’ favorite sports brands in 2023, with sneakers, jogging pants, and sweaters being staples at sporting goods retailers. Among Japanese brands, has established itself as an all-rounder for sports apparel, with footwear at the center of its product range.