Most popular sports brands in Japan 2023

According to a survey conducted in September 2023 in Japan, Adidas was the most popular sports brand, with 37.3 percent of respondents stating it was one of their favorite brands. The most popular Japanese sports brand was Asics, with 23.4 percent.

ASICS

Despite the popularity of western sports brands, Japanese sports brands are still enjoying the trust of domestic consumers. ASICS Corporation has gained recognition both in the domestic and overseas sports apparel markets. Headquartered in Hyogo Prefecture, the company is best known for its innovative technologies for manufacturing training shoes for sports such as running, volleyball, and handball.

Sports brands for fashion

In Japan, sportswear and sports shoes have penetrated the casual wear segment of the fashion market. Not limited to sporting activities anymore, consumers wear athletic clothes and shoes in everyday life for the style. Thanks to the relaxation of dress codes and widespread acceptance of the more casual athletic leisure style (athleisure), items like sneakers are more commonly worn for daily activities than for sports, contributing to the success for brands like Adidas and Nike.