Vietnamese are moving more, and dressing the part. Gyms, running clubs, yoga studios and sports of all kinds are booming, and so is the demand for sportswear and athleisure that works for both the workout and the street. I am Delissa Kieu, Vietnam Market Director at GMA. Here is our view of Vietnam’s sportswear and athleisure market, and the opportunity it offers brands in 2026.

Vietnam sportswear in numbers (2026)

• A young population increasingly focused on fitness and wellness.
• Booming gyms, running, yoga and sports participation.
• Athleisure worn as everyday fashion, not just for sport.
• Strong demand for both global brands and value options.

Why sportswear is growing

Two trends drive it. First, a genuine fitness and wellness wave: young, urban Vietnamese are exercising more, joining gyms, running clubs and studios, and treating health as part of their identity. Second, the global athleisure trend: sportswear has become everyday fashion, worn to work, to cafes and out with friends, not only to the gym. Together they create demand for functional, stylish, versatile apparel and footwear, and a young audience willing to spend on brands that fit their lifestyle.

Where the demand is

Growth spans performance sportswear and footwear, everyday athleisure, activewear for women (a fast-rising segment), and accessories. Both aspirational global brands and accessible value labels have room, as consumers mix premium statement pieces with affordable staples. Function, style and brand identity all matter to this buyer.

How to win Vietnam’s active consumers

• Sell a lifestyle, not just gear. Fitness is identity; sell belonging and aspiration.
• Blend function and fashion. Buyers want performance that also looks good on the street.
• Use fitness creators. Trainers, runners and athletes drive credibility.
• Build community. Run clubs, challenges and events create loyal fans.
• Sell social-first. Discovery runs on TikTok, Instagram and creators; sell on e-commerce.

The mistakes brands make

• Selling gear, not lifestyle. Buyers want identity and belonging.
• Function without fashion. Athleisure must look good off the field too.
• Ignoring women’s activewear. A fast-growing, underserved segment.
• No creator or community play. Fitness marketing thrives on both.
• Weak social presence. Discovery happens on social, not on the shelf.

What this means for you

Vietnam’s sportswear and athleisure market is riding a fitness wave and a fashion trend at once. Sell a lifestyle, blend function and style, use fitness creators and community, and go social-first. For context, see the economy of Vietnam and its Digital 2025 profile.

Read next on our blog: business opportunities in Vietnam and marketing tips to manage a brand in Vietnam.

FAQ: Vietnam’s sportswear and athleisure market

Is sportswear growing in Vietnam?

Yes. A fitness and wellness wave plus the global athleisure trend are driving demand for functional, stylish apparel and footwear among young urban consumers.

What is athleisure?

Sportswear worn as everyday fashion, to work, cafes and out with friends, not only to the gym. It blends performance and style for a versatile, all-day wardrobe.

Which segments grow fastest?

Performance sportswear and footwear, everyday athleisure, women’s activewear (rising fast), and accessories, across both premium and value price points.

How do I market sportswear here?

Sell a lifestyle and identity, blend function and fashion, use fitness creators and community events, and go social-first, with discovery on TikTok and Instagram.

Should I target women’s activewear?

Yes. Women’s activewear is a fast-growing, underserved segment. Brands that serve it well with the right fit, style and community can win loyal customers.

Grow your sportswear brand in Vietnam with GMA

At GMA, we help sportswear and athleisure brands grow in Vietnam. We build the lifestyle content, fitness creator campaigns and community that win active young consumers. If you want to grow here, tell us about your project.

Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.

GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.