Merino wool is moving decisively into China’s high-performance sportswear market as leading domestic brands adopt natural fibres for elite technical applications. Rather than being positioned purely as a lifestyle material, Merino wool is increasingly recognised as a functional input capable of meeting the demands of high-intensity sport.

This shift is evident in the material strategy of ANTA, China’s largest sportswear group. Through its premium sub-brand ANTA Guanjun, the company has incorporated Merino wool into professional-grade performance apparel, signalling growing confidence in the fibre’s technical capabilities.

Consumer demand is reinforcing this direction. According to the 2025 Wool Material Consumption Trends Insight White Paper released by Tmall Innovation Center and Woolmark, Merino wool apparel sales in China rose 18% year-on-year in the 12 months to July 2025, while the consumer base expanded by 13%.

Wool sportswear is one of the fastest-growing segments. Gross merchandise value increased by 58% over the same period, with Merino wool sportswear products recording growth of 119%. Much of this growth is driven by millennial consumers in Tier 1 and emerging Tier 1 cities, where performance, design and sustainability increasingly overlap.

ANTA Guanjun’s recent launch of a 100% Merino wool trail running series demonstrates how this demand is translating into product development. The collection debuted at the Hong Kong 100 Ultra Trail Race, where elite athletes competed in custom-designed Merino wool garments under prolonged wear and challenging environmental conditions.

In these settings, Merino wool’s thermoregulation, moisture management and odour resistance supported athlete comfort over long distances, providing real-world validation in an elite performance environment. For a brand positioned around professional-grade equipment, deploying Merino wool at this level reflects confidence in the fibre’s performance credentials.

“I have always believed that professionalism stems from responding to ultimate needs,” said Xiaofei Lin, General Manager of ANTA Guanjun. She added that first-hand exposure to Australian Merino wool production highlighted how the fibre’s natural properties align with the brand’s focus on elite outdoor performance, becoming a key driver of collaboration with Woolmark.

As the category scales, trust and quality assurance are becoming increasingly important. The TMIC–Woolmark white paper reports Woolmark logo awareness of 88% among Chinese consumers. Seventy-six per cent cite the logo as a key factor when choosing between similar products, and 82% are willing to pay a premium for Woolmark-certified garments.

For performance brands operating at scale, certification provides both a signal of quality and a commercial advantage, supporting premium positioning while reinforcing transparency from fibre through to finished product.

“As performance apparel evolves, brands are seeking materials that deliver both technical reliability and consumer trust,” said Woolmark Managing Director John Roberts. “Certification continues to play a critical role in validating fibre quality in highly competitive sportswear markets.”

www.woolmark.com

www.anta.com.cn