宠物服饰，正从一群人的小众爱好，走向一门不可忽视的规模生意。 新年将至，在小红书等社交平台上关于"小狗穿新衣""宠物新年战袍"的讨论日渐火热，如"宠物衣服"这 一关键词，就收获了3.1亿浏览量和311.0万讨论。 美国高端宠物户外品牌拉夫威尔，今年推出了Caeser系列宠物鞋、Apollo宠物户外鞋及Stormhunter宠物 冲锋衣等新品，售价高达500-700元。 打着"每只狗狗都是探险家"的品牌理念，拉夫威尔在国内找到了掘金密码：2023年，该品牌在中国区营 收突破8000万元，2024年营收跃升至1.3亿元，2025年预计将继续增长35%。 除了深耕宠物服饰这一细分赛道的"老玩家"，不少服装巨头加入成为"新玩家"。 就在今年6月，运动品牌耐克旗下Jordan By You飞翔定制 "髦孩子" 夏日限定系列正式登陆Jordan乔丹线 下门店，标志着其正式进军宠物赛道。 Jordan此次推出四款宠物产品，涵盖宠物印花T恤、宠物项圈牵引绳、定制印花围兜以及定制宠物铭 牌。 跨界加入的还有运动品牌阿迪达斯。 今年5月，阿迪达斯在上海安福路三叶草旗舰店全球首发宠物支线，据阿迪达斯公布的信息，这是品牌 首个三叶草 ...

一件宠物冲锋衣500元，运动巨头、A股上市公司纷纷入局 记者朱艺艺 宠物服饰，正从一群人的小众爱好，走向一门不可忽视的规模生意。 新年将至，在小红书等社交平台上关于"小狗穿新衣""宠物新年战袍"的讨论日渐火热，如"宠物衣服"这 一关键词，就收获了3.1亿浏览量和311.0万讨论。 美国高端宠物户外品牌拉夫威尔，今年推出了Caeser系列宠物鞋、Apollo宠物户外鞋及Stormhunter宠物 冲锋衣等新品，售价高达500-700元。 宠物服饰这一细分赛道，不断有"新玩家"入局。 就在今年6月，运动品牌耐克旗下Jordan By You飞翔定制 "髦孩子" 夏日限定系列正式登陆Jordan乔丹线 下门店，标志着其正式进军宠物赛道。 Jordan此次推出四款宠物产品，涵盖宠物印花T恤、宠物项圈牵引绳、定制印花围兜以及定制宠物铭 牌。 跨界加入的还有运动品牌阿迪达斯。 打着"每只狗狗都是探险家"的品牌理念，拉夫威尔在国内找到了掘金密码：2023年，该品牌在中国区营 收突破8000万元，2024年营收跃升至1.3亿元，2025年预计将继续增长35%。 除了深耕宠物服饰这一细分赛道的"老玩家"，不少服装巨头加入成为" ...

21世纪经济报道记者朱艺艺 报道 宠物服饰，正从一群人的小众爱好，走向一门不可忽视的规模生意。 新年将至，在小红书等社交平台上关于"小狗穿新衣""宠物新年战袍"的讨论日渐火热，如"宠物衣服"这一 关键词，就收获了3.1亿浏览量和311.0万讨论。 美国高端宠物户外品牌拉夫威尔，今年推出了Caeser系列宠物鞋、Apollo宠物户外鞋及Stormhunter宠物冲 锋衣等新品，售价高达500-700元。 打着"每只狗狗都是探险家"的品牌理念，拉夫威尔在国内找到了掘金密码：2023年，该品牌在中国区营收 突破8000万元，2024年营收跃升至1.3亿元，2025年预计将继续增长35%。 除了深耕宠物服饰这一细分赛道的"老玩家"，不少服装巨头加入成为"新玩家"。 今年6月，耐克旗下Jordan中国推出"髦孩子"夏日限定系列；更早的5月，阿迪达斯在全球首发"Adidas Originals"宠物系列产品，其中的"宠物亲子装"引发热议。 此外，运动品牌REEBOK（锐步）、户外品牌The North Face（北面）纷纷为"毛孩子"推出服饰，而崛起的 新锐宠物品牌Petstar，则背靠"A股宠物用品第一股"天元宠物（3 ...

Core Insights - The rise of pet apparel is driven by the increasing trend of pets being viewed as family members, leading to a significant market opportunity in the "pet economy" [1][4] - Major sports brands like Adidas and Nike are entering the pet apparel market to attract younger consumers who prioritize fashion and individuality [1][4][20] Company Performance - Adidas reported a global revenue of €6 billion in Q2 2025, a 12% year-on-year increase, with operating profit rising by 58% to €546 million [2] - The overall revenue for the first half of 2025 reached €12.105 billion, reflecting a 14% growth, while operating profit surged by 70% to €1.2 billion [2] Market Trends - The pet consumption market in urban China is projected to exceed ¥300 billion in 2024, with the emotional consumption market expected to surpass ¥2 trillion [4] - Young pet owners, particularly those born in the 1990s and 2000s, are becoming the primary consumers in the pet market, with 41.2% and 25.6% ownership rates respectively [4] Product Strategy - Adidas and Nike are focusing on stylish and customizable pet apparel, such as matching outfits for pets and their owners, to cater to the demand for personalization among young consumers [9][20] - The brands are also emphasizing design and fashion in their pet products, aiming to create social currency among pet owners [9][20] Consumer Feedback - Initial consumer reactions to Adidas' pet apparel have been mixed, with some praising the aesthetics while others criticize the sizing limitations and material choices [10][11] - Concerns have been raised regarding the practicality of the products, with some consumers questioning the necessity of certain apparel for pets [17][18] Future Directions - The pet apparel industry is still in its early stages, and brands need to focus on product quality, size diversity, and intelligent design to capture more market share [21] - There is a growing demand for outdoor pet apparel as outdoor activities become more popular, indicating a potential growth area for brands [19][20]

Core Insights - The Chinese pet economy is projected to exceed 811.4 billion yuan by 2025, with significant growth observed in the pet apparel sector, driven by changing consumer attitudes and increased spending on pet products [1][9][16] Industry Trends - Major sports brands like Adidas and Jordan are entering the pet products market, indicating a shift in focus towards the pet economy as a new battleground for the sports industry [1][6][9] - The rise of pet apparel has attracted 50.4% of consumers, highlighting the dual influence of functionality and social attributes in driving purchases [9] Consumer Behavior - The younger generation, particularly those born in the 1990s and 2000s, now constitutes nearly 70% of pet owners, viewing pets as family members rather than mere animals, which has transformed consumption patterns towards more personalized and emotional spending [9][16] - 83% of pet owners believe that having pets increases their physical activity, and 85% feel happier, reflecting the emotional connection and lifestyle integration of pets in their lives [6][9] Market Dynamics - The pet industry is characterized by a lack of dominant players, presenting a lucrative opportunity for brands to innovate and capture market share, especially in the functional pet apparel segment [11][14] - Traditional sports brands are facing challenges in growth, with some reporting declines, prompting them to explore the pet market as a potential area for recovery and innovation [11][16] Product Development - Brands are focusing on creating high-quality, personalized products that meet diverse consumer needs, with an emphasis on smart and eco-friendly solutions [8][9] - The introduction of specialized pet products, such as outdoor gear and apparel, is gaining traction, driven by the popularity of outdoor activities among pet owners [9][14]

Core Insights - The article outlines six major trends in the outdoor sector for 2025, indicating a shift from traditional sports to lifestyle expressions, driven by consumer demands for freedom, social interaction, and identity recognition [3][8]. Group 1: Light Outdoor as a Lifestyle Symbol - Light outdoor activities have emerged as a low-threshold, high-freedom lifestyle choice, helping urban dwellers combat anxiety and restore mental balance, leading to a surge in demand for products like jackets, sun-protective clothing, and quick-dry pants [11][12]. - The interaction volume related to "light outdoor" content reached 12.1 million in the past year, with a significant increase of 536% in penetration rate [13][14]. Group 2: Cycling Trends - Cycling has overtaken camping as the leading trend in light outdoor activities, aligning with fragmented time, a desire for nature, and a minimalist lifestyle, resulting in a 270% increase in road bike sales [24][35]. - Key cycling scenarios include road cycling, night rides, and urban cycling, with social media being a primary channel for engagement [36][37]. Group 3: Growth of Trail Running - Trail running has transitioned from a niche to a mainstream activity, driven by health-conscious consumers aged 25-39 in first- and second-tier cities, with a focus on professional gear [24][25]. - The emotional healing aspect and social media promotion have significantly boosted the popularity of trail running, with a notable increase in related content interactions [29][30]. Group 4: Democratization of Elite Sports - Sports like golf and equestrian activities are becoming more accessible, with golf apparel gaining popularity as a "soft luxury" item, evidenced by 1.2 million interactions on golf fashion topics [24][25]. - Brands like FILA and Descente are leading in this space, leveraging both professional events and everyday wear to penetrate urban markets [24]. Group 5: Badminton's Social Appeal - Badminton has gained traction due to its low entry barrier and high social interaction, with the topic "badminton buddies" generating 3.2 million interactions [24][25]. - Brands like Yonex are at the forefront, utilizing event sponsorship and product design to engage with the sports community [24]. Group 6: Pets as Outdoor Fashion Items - The trend of taking pets outdoors has become a necessity, with pet-specific outdoor gear, such as pet jackets, gaining popularity, particularly among urban consumers [24][25]. - The North Face's limited edition pet jackets have sparked significant social media engagement, capturing 78% of brand voice in this category [24].