The global sportswear market has changed a lot since Down to Business English first covered ‘Sneakernomics’ back in 2019 (D2B 154). Nike and Adidas are still major players, but they are facing new pressure from challenger brands, changing consumer behavior in China, and the rise of domestic competitors like Anta Sports.

In this episode of Down to Business English, Skip Montreux and Dez Morgan get Down to Business with the changing landscape of the global sportswear industry. They begin by looking at the major players in the market, including Nike, Adidas, Anta Sports, Lululemon, and Puma.

Then they explore why Nike, in particular, appears to be facing headwinds. Dez explains the argument that Nike may have moved too far toward celebrity culture and fashion, and too far away from the sports performance identity that made it so dominant in the first place. They also discuss how Adidas followed a similar path through its high-profile partnership with Kanye West, now known as Ye.

The conversation then turns to China, where Nike’s sales have fallen sharply. Skip and Dez discuss the role of weak consumer spending, rising ‘buy local’ sentiment, and the Guochao movement — the ‘National Trend’ that encourages younger Chinese consumers to support products that combine modern design with Chinese cultural identity.

Finally, they look at how newer brands like Hoka and On are gaining market share by building clear product identities, and how Anta Sports is trying to expand its global influence through a planned 29% stake in Puma.

This episode gives listeners a clear and practical look at how the sportswear industry is becoming more competitive, more fragmented, and more global — while helping you build your Business English. In this episode, you will learn:

What has changed in the global sportswear market since D2B first covered ‘Sneakernomics’ in 2019.
Why Nike and Adidas may be under pressure despite remaining major global brands.
How China’s Guochao movement is influencing consumer behavior and brand loyalty.
Why challenger brands like Hoka and On are gaining attention in the footwear market.
How Anta Sports is trying to strengthen its global position through its planned investment in Puma.

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Contact Skip, Dez, and Samantha at

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