Emerging sports drive demand for sustainable club merchandise

The rapid growth of sports including padel, Pilates, Hyrox, CrossFit and pickleball is changing the way clubs approach merchandise, according to research from A.M. Custom Clothing.

The company’s Sports-Fashion Interest Index, which combines Google Trends, UK search data and internal enquiry figures, found that emerging sports are increasingly influencing demand for lifestyle-led and sustainable apparel.

Padel is leading the trend in the UK, with interest in the sport increasing by 317% over the past two years, while searches for padel clothing have risen by 29%. Padel recorded a Sports-Fashion Interest Index score of 66%, followed by Pilates at 53%.

The findings suggest clubs are moving beyond traditional performance-focused teamwear towards garments designed to be worn away from training and competition. A.M. Custom Clothing reported a 189% increase in unit orders from sports communities between 2024 and 2025, alongside a 121% rise in revenue.

The company said demand is increasingly centred on sustainable apparel, premium blanks, oversized fits, community merchandise and online merch shops. Boxy T-shirt volumes have risen by 190% over the past two years, while heavyweight T-shirts are up 90%.

A.M. Custom Clothing added that sustainability is increasingly being considered at the start of merchandise briefs, with clubs seeking organic, recycled and longer-lasting garments.