Market Overview

The South Africa activewear market size reached USD 1,857.56 Million in 2024 and is projected to grow to USD 2,874.28 Million by 2033. The market is expected to expand at a CAGR of 4.97% during the forecast period of 2025-2033. Rising awareness about the benefits of an active lifestyle, especially in preventing chronic illnesses and enhancing mental well-being, is driving consistent participation in physical activities. The broadening of e-commerce portals further supports market growth by increasing accessibility and convenience for consumers. For further detail, see the South Africa Activewear Market.

How AI is Reshaping the Future of South Africa Activewear Market

• AI-driven e-commerce algorithms personalize activewear recommendations, improving customer satisfaction by matching apparel to individual size, style, and activity preferences.

• Online platforms leverage AI for inventory optimization and supply chain efficiency, reducing delivery times and enabling hassle-free returns.

• AI-powered virtual fitting rooms and augmented reality apps reduce return rates and enhance the shopping experience, driving higher online sales.

• Machine learning analytics help companies track consumer behavior and emerging trends, enabling quicker adaptation to demand shifts.

• AI supports product innovation by analyzing performance fabrics and customer feedback to design activewear that offers flexibility, breathability, and durability.

• Government initiatives encouraging digital transformation support AI adoption, enhancing the competitiveness of local activewear brands in the expanding market.

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Market Growth Factors

Rising health and wellness awareness is a significant driver of the South Africa activewear market. The South Africa health and wellness market size reached USD 26.64 Billion, underscoring a broad societal focus on physical and mental well-being. Increased participation in fitness activities such as gym workouts, running, yoga, and outdoor sports fuels demand for activewear. Consumers are seeking high-quality, comfortable, and performance-oriented apparel that combines flexibility, breathability, and durability with style for casual wear. This holistic wellness trend, augmented by social media influencers and fitness trainers promoting active lifestyles, has expanded the activewear consumer base especially among younger demographics with rising disposable incomes.

The growth of e-commerce platforms is transforming the South Africa activewear market by making a broad variety of products accessible to consumers nationwide. Online stores offer convenient shopping experiences with options to compare products, avail seasonal discounts, and benefit from personalized AI recommendations based on size, style, and activity. The expansion of mobile shopping and secure digital transactions increases reliability and trust in online purchases. An anticipated 150% increase in e-commerce transaction value to R225 Billion by 2025 illustrates the deepening penetration of online retail channels, supporting the rapid growth and accessibility of activewear products across regions.

Another key growth factor is the evolving consumer preference towards versatile activewear that supports multiple uses, including physical activities and casual fashion statements. As urbanization continues, South Africans are allocating more budget to fitness apparel, reflecting higher disposable incomes and lifestyle shifts. Retail expansions by activewear brands such as JD Sports and collaborations like that of Mr Price Sport with Everlast are making technical and casual fitness clothing more widely available and appealing. These developments, fueled by demographic trends favoring youthful, urban consumers, lead to increased market penetration and sustained demand.

Market Segmentation

Product Type Insights:

• Top Activewear
• Bottom Activewear
• Innerwear
• Swimwear
• Outerwear

Material Type Insights:

• Nylon
• Polyester
• Cotton
• Neoprene
• Polypropylene
• Spandex

Pricing Insights:

• Economy
• Premium

Age Group Insights:

• 1–15 Years
• 16–30 Years
• 31–44 Years
• 45–64 Years
• More than 65 Years

Distribution Channel Insights:

• Online Stores
• Offline Stores

End User Insights:

• Men
• Women
• Kids

Regional Insights:

• Gauteng
• KwaZulu-Natal
• Western Cape
• Mpumalanga
• Eastern Cape
• Others

Recent Developement & News

• January 2025: TFG and JD Sports opened their inaugural store in South Africa, anticipating revenues of R250 million in the 2025 fiscal year. This expansion aligns with the nation's youthful, urban demographic, fueling increased activewear and athleisure demand.

• May 2025: Mr Price Sport collaborated with Everlast to introduce a new range of technical and casual fitness clothing and gear in South Africa. This partnership aims to support people across all fitness levels in leading active lifestyles.

• As of 2025: The rise of e-commerce platforms continues to expand access to activewear, with online shopping becoming more reliable through secure digital transactions and AI-based personalization, contributing to market accessibility and growth.

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