健康消费大趋势扑面而来! 2026年零售投资不可忽视的细分领域：运动品牌

Core Viewpoint - UBS analysts express a significantly optimistic outlook for the global sports apparel sector by 2026, anticipating continued growth in market demand, particularly in key markets such as the US, China, and Europe [1][4]. Investment Strategy - The retail sector is expected to maintain a trend of differentiation, with sports apparel and functional brands benefiting from the global health consumption trend. Brands excelling in quality and functionality are favored, while investors should be cautious of macro pressures and brand execution risks [1][2]. - Specific investment opportunities within the softlines retail sector are concentrated in sports apparel and footwear, particularly for globally recognized brands with strong brand equity, innovation, and omnichannel execution capabilities, such as Nike, Under Armour, Adidas, and On Holding [2][7]. Consumer Sentiment - A UBS survey indicates a strong intent among consumers to purchase sports apparel in the next 12 months, particularly favoring high-quality products and brands with good performance, with Nike and Adidas expected to excel in these areas [1][3]. - The survey shows a 2.9% increase in softlines consumption intent compared to the previous year, with a significant acceleration of 535 basis points month-over-month. This indicates a positive shift in consumer sentiment towards softlines retail stocks [3]. Brand Recognition - Brand loyalty and recognition for sports brands are on the rise, with Nike and Adidas showing high consumer awareness globally, especially in China, where their brand recognition significantly outpaces competitors [4][5]. Key Stocks - UBS highlights specific stocks to watch, including Nike, which remains a leader in the industry with strong brand recognition and consumer loyalty. Adidas continues to perform well globally, particularly in Europe. Under Armour is viewed as a potential growth stock despite facing challenges, while Deckers Outdoor, On Holding, and Amer Sports are also noted as stocks with promising future price trends [7].