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China’s Sportswear Boom: How Xiaohongshu Is Fueling a New Style Game
In 2025, sportswear is experiencing a surge on Xiaohongshu (RedNote), evolving from a focus on fitness to a vibrant lifestyle trend that seamlessly blends function and fashion.
The hashtag #聊球俱乐部 (#ClubTalksAboutBalls) has surpassed 2.1 billion, showcasing a growing passion for sports since the Paris Olympics.
Here’s how Xiaohongshu has become a cultural hub for sports enthusiasts:
- Rising Male Engagement in Sports Conversations
- Male users are increasingly engaging with sports content on the platform, especially with the presence of NBA stars like Stephen Curry, which has led to a significant uptick in basketball interest.
- Xiaohongshu saw a surge of over 38 million new basketball lovers — a 3X increase since April 2024.
- Searches for terms like “basketball shoes for men” have seen a 20X jump in popularity, driven largely by students and young male fans.
- Female Consumers Leading Sportswear Fashion Trends
- Women are redefining athletic wear as fashion statements, blending functionality with street style.
- Popular hashtags like #jerseychic (7M+ reads) and #blokecore (searches up 36X) highlight this growing synergy between sports and fashion.
- There’s a significant rise in demand for tennis skirts (over 100 million searches, up 280% YoY) and basketball shoes (search index up 29% YoY), signaling a new era of athleisure.
The upcoming 6.18 shopping festival presents a golden opportunity for brands to engage this active audience. Want to connect with China’s next generation of sportswear consumers? Partner with iClick today to unlock the potential of Xiaohongshu!