Counterfeit Sportswear: Brands Adopt Tech to Combat Growth

Collaboration and innovation key to fighting fake sports apparel

As counterfeit sportswear thrives globally, brands turn to advanced technologies and partnerships to protect authenticity and consumers.

The growth of the counterfeit sportswear market shows no signs of slowing as global interest in sports, fitness, and streetwear continues to rise. According to a seven-page report by Textiles Intelligence titled “Fast track: premium priced performance apparel is a magnet for counterfeiters”, the thriving counterfeit market is closely linked to the popularity of branded sportswear.

The surge in demand for authentic sports apparel has been driven by celebrity athletes, fitness influencers, and popular sports teams. This widespread admiration has created an ideal environment for counterfeit products to flourish.

High prices of genuine branded sportswear further contribute to the issue. For instance, in 2024, the average selling price of authentic football shirts in the UK reached £76.50, compared with just £11 for counterfeit versions, making replicas a tempting alternative for price-conscious consumers.

The accessibility of counterfeit sportswear has also increased significantly in recent years. Previously, counterfeit items were mainly sold through pop-up stalls, street markets, and unregulated stores. Today, however, e-commerce platforms, social media, and resale apps have become primary channels for distribution.

Online marketplaces are now major hubs for counterfeit goods, with social commerce platforms such as Facebook Marketplace, Instagram, TikTok Shop, and WhatsApp enabling large-scale sales with convenience and steep discounts.

The emergence of resale platforms adds further complexity. Platforms like Depop, Grailed, and StockX target a younger, trend-focused demographic but are prone to fake listings. Although many legitimate platforms now employ authentication teams and offer buyer protection, counterfeit products still occasionally slip through, particularly in peer-to-peer transactions.

In response, leading sports brands are adopting multiple anti-counterfeiting strategies. These include blockchain-based product tracking, digital authentication tags, invisible inks, and smart QR codes. Global giants like Germany-based adidas and US-based Nike have implemented systems that allow consumers to verify product authenticity via apps or customer support channels.

Artificial intelligence (AI) and machine learning tools are increasingly used to detect counterfeit garments, both on online marketplaces and through mobile authentication platforms.

Despite these measures, counterfeiters often stay a step ahead due to inconsistent enforcement, easy access to digital marketplaces, and continually advancing replication techniques. To tackle the problem effectively, cooperation among brands, regulators, online platforms, and consumers is crucial.