Models in a variety of eye-catching sportswear graced the runway at the ongoing Spring/Summer 2025 (SS25) China Fashion Week which kicked off on Sept. 3.
Sportswear has become one of the most popular themes at this year's fashion week, featuring on almost every day of the event.
Faced with the increasingly competitive sportswear market, sports brands need to keep pace with the latest research and development of functional products to meet athletes' and fitness enthusiasts' demands for excellent performance, and also pay attention to the aesthetics of the clothing to appeal to the substantial consumer base for trendy sportswear.
Sports brands are participating in various events at this year's fashion week to gain timely insights into consumer trends and shifts in purchasing behavior.
"The clothing showcased this time is still in the research and development stage. We will optimize the designs based on consumer fitting feedback to achieve the best possible results before putting the clothes into mass production," said designer Sui Zhenchong.
Sports brands are also accelerating the digital transformation of their production lines to meet the ever-changing needs of consumers.
In a smart factory producing clothes for a sports brand in Bengbu, in east China's Anhui Province, dozens of production lines are connected to a central system, which enables the factory to maximize output from different production lines based on orders, seamlessly changing from producing summer T-shirts to winter jackets depending on customer spending.
"By utilizing smart systems and AI algorithm technologies, we are able to establish seamless connections among personnel, equipment, and materials within the production process, thereby reducing the production cycle. The current output time is 18 seconds for the entire production process, the fastest speed in the industry so far. This advancement underscores the importance of technological innovation in driving the comprehensive revitalization of the industry," said Wang Jian, head of the manufacturing department of the sportswear brand.