LSN : Daily Signals : China’s online sports and equipment sales are booming

Manchester City brings grassroots spirit to kit launch

Puma and Manchester City 2025/2026 Home Kit, UK

UK – Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia and storytelling rooted in local pride.

Directed by film-maker Glenn Kitson, the film is set at Clayton Official Supporters Club – a stone’s throw from the Etihad Stadium – and transforms the venue into a grassroots talent show hosted by comedian and actor John Thompson, known for The Fast Show and Cold Feet. Swapping pitch for stage, players including Erling Haaland, Manuel Akanji, Oscar Bobb and Alex Greenwood show off their lesser-known skills in a humorous ode to community spirit.

More than just a product launch, the film acts as a visual love letter to Manchester and its people. Tapping into regional humour, the campaign signals a step change in how sports brands connect with fans – through creative, hyper-local narratives that celebrate identity beyond the game.

By turning away from slick, high-performance campaigns in favour of heritage brand-umentary-style storytelling, the film reinforces the club’s roots and makes its players more relatable and human – a strategy that continues to reshape how major teams engage their audiences.

For more on how sports brands are embracing community-led storytelling and new expressions of fandom, explore our recent Game-Changers macrotrend.

Strategic opportunity

As sports culture evolves, brands can redefine their relevance by grounding storytelling in local heritage and community, creating emotionally resonant campaigns that go beyond performance and prestige

China’s online sports and equipment sales are booming

Hot Pot China, China

China – The sports apparel and equipment sector continues to be one of the highest-growth key consumer sectors in China, according to brand agency Hot Pot China’s new digital platform, China Playbook.

Across Tmall, JD.com and Douyin, the sports and outdoor category had a 20% overall growth in Q1 2025 compared to the same period in 2024, reaching £5.4bn (Rmb51.9bn, $7.2bn, €6.4bn) in net sales. It’s significant growth, especially in comparison to a 24% expansion in the beauty sector and 3% for fashion in Q1, compared to 2024. According to China Playbook, as the weather gets warmer, we can expect higher sales of sportswear in the coming months, particularly for newly launched, premium, high-quality products.

LS:N Global has been tracking the sector – find out more in our Viewpoint interview with anthropologist and brand strategist Enke Huang and our exploration of the country’s outdoor fashion market.

China Playbook is a new platform designed to help brands cut through the noise and make smarter decisions in China. Each monthly edition delivers essential strategic insights, curated for brand leaders and decision-makers who need clear thinking on and sharp analysis of what’s really happening in China – and what to do about it.

LS:N Global Member offer: China Playbook

LS:N Global members can unlock access to all of Hot Pot China’s China Playbook premium editions and resources as well as future monthly drops with 20% off your first payment, valid until the end of May 2025, using this link

Vinted tops France’s fashion market as second-hand sales surge

France – Second-hand platform Vinted has overtaken Amazon and Kiabi to become France’s top clothing retailer by sales volume, according to new data from the Institut Français de la Mode (IFM). The shift reflects a growing consumer preference for affordability and sustainability, especially among younger shoppers.

In the first quarter of 2025, Vinted ranked number one across online and offline apparel purchases. Second-hand clothing now accounts for 10.9% of total sales by volume in France, rising to 16.3% among 18–34-year-olds.

‘These results confirm that the French think primarily about price when buying clothing,’ notes IFM, with 36.4% of purchases made during sales or promotions. Bargain pricing dominates across the top 15 brands, including in the resale market.

The most-purchased items for men were t-shirts, jeans and shirts, while women favoured jeans, t-shirts and dresses. Online sales made up 29.4% of total market value, underlining digital’s growing role, with Vinted, Amazon and Shein leading the charge.

Vinted’s rise cements second-hand fashion as a mainstream force in French retail. To understand how shifting consumer priorities are redefining notions of worth and ownership, read our New Codes of Value and Rebranding Resale reports.

Vinted, France

Strategic opportunity

Integrate circular retail models into your brand strategy through initiatives such as branded marketplaces and trade-in schemes, positioning affordability and sustainability as twin drivers of loyalty for price-sensitive, eco-conscious consumers

Stat: Nearly half of UK shoppers prefer in-store retail – but body image challenges persist

Photography by Mart Production, Russia

UK – As consumers’ desire for in-person connection increases, nearly half of UK shoppers now prefer to shop in-store, according to new research from Battersea Power Station. The findings reveal that convenience and the ability to try on items remain key drivers of in-person retail, with 30% valuing access to multiple stores and 38% highlighting the benefits of trying on different sizes and styles.

‘It’s about atmosphere, engagement, and ultimately, the visitor journey leading to a positive shopping experience,’ said Kate Boothman-Meier, head of communications and marketing at Battersea Power Station Development Company.

The research also highlights an emotional barrier, however: 47% of UK consumers, rising to 56% for women, say looking in the mirror while trying on clothes is a difficult experience. In response, Battersea Power Station has launched Radiant Reflections, a campaign of feel-good events and body positivity workshops aimed at creating more inclusive, confidence-boosting shopping environments.

Battersea Power Station's findings align with insights from our Communities report, The Value Vanguard, which highlights how shoppers continue to value in-store experiences for both social and practical reasons.

Strategic opportunity

By addressing shoppers’ psychological friction points, brands can transform in-store experiences into moments of connection and confidence. Consider how you can incorporate adjustable lighting, customisable mirror settings or affirming audio or visual prompts into physical fitting rooms to improve customer experience