Consumers give comfort the edge over fashion, sportswear firm says

Comfort has raced past fashionability for consumers according to sportswear brand Skechers after a meeting in Shanghai on Monday unveiled the 2025 Consumer Comfort Sports Trend Report in collaboration with Chinese financial news outlet Yicai.

The report offers insights into shifts in consumer health perspectives and the rising importance of comfort technology in sports consumption, pointing out that 60.15 percent of consumers begin their health journey by purchasing sports equipment, with 46.05 percent identifying comfortable sports shoes as their first choice.

Consumers increasingly prioritize ease of use and long-term comfort over complex or highly technical gear. Light sports activities such as walking in the city or urban areas are gaining popularity, particularly among working adults aged 26 to 45 and middle-aged to elderly consumers.

The event also showcased Skechers' product innovations through an immersive display zone, emphasizing the brand's strategic focus on comfort in the evolving consumer landscape.

Feng Jiancong, Skechers' vice-president of brand and product center, emphasized that the brand's product lines — from sports to casual and outdoor footwear — are designed around real consumer needs. "Our focus is on building a comprehensive comfort technology system rather than chasing trends," he said.

The brand aligns with China's three-year action plan to further raise health awareness for citizens, prioritizing comfort in its product strategy, Feng added.

The report further pointed out that Chinese consumers are increasingly focused on gear that serves daily needs rather than extreme performance or celebrity endorsements.

Established in 1992, Skechers boasts a global presence spanning over 180 countries. Since its entry into China in 2007, the brand has experienced rapid growth, currently managing nearly 3,500 stores.