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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.
