Athletic Wear Hits the Brakes as Growth Slows and “Buy America” Flops

The athletic wear boom that had everyone looking gym-ready suddenly looks more like a failed New Year’s resolution. Sportswear growth is decelerating from 7% annually to a projected 6% through 2029, as the industry faces a blend of tariff pressures, inflation concerns, and cautious consumer spending that has 84% of executives worried.

• Under Armour’sUAA
  earnings marked an industry casualty as its stock plunged 18% Friday — with the company forecasting a 7% revenue drop, over twice the amount projected by analysts.
• Sportswear faces notable softness across Asia-Pacific, Western Europe, and Latin America — with Gen Z and Millennials becoming more selective in their purchasing habits.

The reshoring paradox: According to Ad Week, America’s push to bring home manufacturing has only cooled demand. Just 59% of consumers now seek US-made products, down six points from last year, as only 40% are willing to pay higher prices for domestic jobs. To dodge the tariff exposure, savvy companies are pivoting their supply chains from Vietnam to India and Indonesia. While the road to reshoring is paved with good intentions, mighty American capitalism seems to prefer the cheaper detour.