Sportswear brands are winning big in Saudi Arabia

Sportswear brands are significantly outperforming lifestyle and luxury fashion brands in Saudi Arabia, indicating a major shift in consumer priorities toward wellness, comfort, and functionality. This change aligns with the country's Vision 2030 initiative, which promotes a lifestyle transformation focused on health and active living.

According to YouGov data, this trend represents a broader lifestyle shift rather than a temporary fashion fad. Profiles data reveal that Adidas leads with 47.9% of clothing preferences, followed by Nike at 43.2% and Puma at 21.8%, placing these sportswear brands well ahead of luxury and fast-fashion competitors such as Zara and Gucci.

The rise of sportswear brands is supported by broader societal developments under Vision 2030, including initiatives like the Sports Boulevard that enhance the visibility of fitness and daily activity. Additionally, the growing international profile of the Saudi Pro League, with high-profile signings like Cristiano Ronaldo and Neymar, has further strengthened the presence and appeal of sportswear in the region.

To assess how these preferences translate into actual purchasing behavior, YouGov BrandIndex tracks the Current Customer scores of each brand, with data spanning from January 1 to October 12, 2025, providing insights into consumer actions over time.