Children's sportswear category going places

The fact that more children are participating in sports and outdoor activities in China has spurred the growth of sportswear products and related apparel in the category, which focuses on technology-driven features to offer children more comfort in various sporting and physical fitness scenarios.

Christina Wang, a mother of a 6-year-old, said since last year, she has only bought clothing for her son from sportswear brands rather than from fast-fashion children's clothing brands. "I used to choose clothes for my son to make him look good," Wang said. "Now he goes to sports class three times a week. He feels more comfortable in clothes with new technologies and he looks better as well."

Wang and other Generation-Z consumers are emerging groups of young Chinese parents who have shifted their options for children's clothing to sports brands, with features and functions to boost performance or simply add comfort during kinetic activity.