Introduction

The Sports & Outdoor market has been witnessing significant growth in the global consumer landscape. With the increasing focus on health and fitness, as well as the love for outdoor activities, this category has become a hot spot for consumers. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their Sports & Outdoor products in an engaging and viral manner, thus driving sales and brand awareness.

Category Market Overview

According to authoritative sources, the Sports & Outdoor market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as the growing awareness of an active lifestyle and the availability of a wide range of products. Consumer demand has also been evolving, with a greater emphasis on quality, functionality, and style. For instance, there is a rising demand for high-performance athletic wear and advanced outdoor equipment. Integrating the provided data, we can see that the market is vibrant and full of potential for growth on the TikTok platform as well.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the Sports & Outdoor category exhibited interesting sales performance. The GMV Gross Merchandise Volume for the category was 1833.76 million, with a quarter-on-quarter growth rate GMV qoq of 13.76%. The sold count was 65.59 million, showing an 11.18% increase quarter-on-quarter. The average price of the sold items was $27.96.

Looking at the top-selling products, Halara SoCinched High Waisted Butt Lifting Tummy Control Side Pocket Shaping Training UltraSculpt Leggings was a popular choice, with 1.88 million units sold and a GMV of 70.51 million though it had a -30.79% GMV qoq. Another notable product was Halara 2-Piece Seamless Flow High Waisted Tummy Control Butt Lifting 7/8 Yoga Leggings Set, which sold 1.49 million units and had a GMV of 54.61 million with a significant 102.86% GMV qoq growth. The popularity of these products can be attributed to factors like their trendy designs, functionality such as tummy control and butt lifting features, and the effective marketing on TikTok through engaging videos by influencers and bloggers.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Sports & Outdoor market on TikTok US during the specified week, Halara stood out. Its US shop had a GMV of 248.59 million, despite a -4.23% GMV qoq. It sold 7.31 million units, with 503 products in its catalog, out of which 141 were sold products. The brand had 486 video bloggers promoting its products, and the average price of its sold items was $34.00. Halara's success can be attributed to its wide range of stylish and functional athletic wear, along with its effective marketing strategies on TikTok, leveraging the platform's features to reach a large audience and create brand appeal.

Fitnessathome was another notable brand with a GMV of 107.78 million and a 33.08% GMV qoq growth. It sold 2.5 million units, had 75 products in its catalog with 28 sold products, and 185 video bloggers promoting it. The brand focuses on providing fitness equipment and related products, and its growth can be due to the increasing demand for home workout equipment and its ability to showcase the effectiveness of its products through engaging TikTok content.

Conclusion

Overall, the Sports & Outdoor market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The category witnessed growth in both GMV and sold count, with several top-selling products and successful brands. For cross-border merchants, it is advisable to focus on product quality and functionality, as well as leveraging TikTok's marketing capabilities through engaging video content and collaborations with influencers. Looking ahead, the market is expected to continue growing, with potential for new product trends and increased competition. Merchants should stay updated with the latest consumer demands and adapt their strategies accordingly to thrive in this dynamic market.