Sports have undergone a clear economic repositioning—from time-specific activities to a core component of consumer identity and everyday lifestyle. Beyond health and fitness, sports now influence purchasing decisions, urban consumption patterns and social behaviour, particularly through digital platforms. The expansion of sportswear from functional workout apparel to everyday wear has accelerated this shift, driving demand for products designed for cross-context use, from exercise and informal workplaces to daily routines. As sports become embedded in daily life, the category is increasingly viewed as a structural consumption segment rather than a discretionary niche. This transformation is reflected in KTC credit card spending in the sports category, which grew by 10% in 2025, signalling that consumers are treating sports-related expenditure as a long-term investment in lifestyle and quality of life, rather than a one-off cost tied to specific activities.
Ms. Sireerat Corvanich, Head of Credit Card Marketing Division at Krungthai Card Public Company Limited (KTC), said the trend points to a broader shift in consumer priorities. “Sports are no longer confined to gyms or playing fields. They have become part of everyday consumption, spanning clothing, equipment and lifestyle-related activities. Fashion has emerged as a strategic connector that encourages people to remain active and sustain engagement with sports. This direction aligns with global sports brands that continue to expand fashion-driven collections, alongside emerging players that differentiate themselves through innovation and strong brand identity. For consumers, the value proposition has evolved from pure performance to a combination of functionality, aesthetics and everyday usability, positioning sportswear and accessories as essential lifestyle products rather than optional purchases.”
Recent spending data further underscores this structural shift. In December, the top three sports merchant partners recorded continued growth, all benefiting from the rise of sports fashion that blends performance with style, adidas, for example, has seen strong demand for running models such as the Adizero Evo SL among both performance-focused runners and lifestyle-oriented run club communities. Decathlon continues to capture broad-based demand through frequent product updates and accessible pricing across age groups, while JD Sports has strengthened its position as a one-stop destination for global sports fashion brands. The trends suggest that growth in the sports category is no longer driven solely by participation in gyms or organised sports, but by the integration of sports into everyday consumption. In response, KTC continues to expand privileges across sports apparel and equipment through leading retailers, reinforcing sports as a sustainable consumption category aligned with long-term lifestyle investment and economic value creation.
For more information, customers can contact KTC PHONE at 02 123 5000, visit sports apparel and accessories promotions at https://www.ktc.co.th/promotion/sports/sports-apparel-accessories, or apply for a KTC credit card at https://ktc.today/apply-card. Enquiries can also be made at any KTC TOUCH service centre nationwide.
Remark: Cardholders are advised to use credit responsibly and repay the full outstanding balance as scheduled to avoid an annual interest rate of 16%.