Counterfeit Sportswear Market Continues to Grow
The counterfeit sportswear market shows no signs of slowing as global interest in sports, fitness, and streetwear rises. According to Textiles Intelligence’s report “Fast track: premium priced performance apparel is a magnet for counterfeiters”, the demand for branded sportswear has increased due to celebrity athletes, fitness influencers, and sports teams, creating fertile ground for fake products.
High prices also drive counterfeiting. For instance, genuine football shirts in the UK sold for an average of £76.50 in 2024, while counterfeit versions sold for only £11.
Online Platforms Amplify the Problem
Counterfeit sportswear has moved from street markets and pop-up vendors to e-commerce, social media, and resale apps. Platforms like Facebook Marketplace, Instagram, TikTok Shop, and WhatsApp now offer counterfeit products at discounted prices.
Resale platforms such as Depop, Grailed, and StockX add complexity. They cater to trend-driven, younger audiences, but their peer-to-peer model can allow fake listings. Many platforms now have authentication teams and buyer protection, yet counterfeit items still slip through.
Technology-Based Anti-Counterfeit Measures
Brands are fighting back with advanced technologies:
- Blockchain product tracking systems
- Digital authentication tags and invisible inks
- Smart QR codes for customer verification
Companies like adidas and Nike let consumers verify authenticity through apps or customer service. Additionally, AI-powered image recognition and machine learning tools help detect counterfeit items on online marketplaces and mobile platforms.
Collaboration Is Key
Despite these strategies, counterfeiters remain ahead due to inconsistent enforcement, easy access to digital marketplaces, and sophisticated replication techniques. To address this, brands, regulators, platforms, and consumers must collaborate effectively.