As the 2026 FIFA World Cup in the United States, Canada, and Mexico concludes, the global sporting spectacle has officially ended, but the sports enthusiasm and consumer passion it sparked are still ongoing. Coinciding with the arrival of the peak summer consumption season, outdoor sports such as night running, fitness, cycling, and ball games remain active, providing more room for sports-related spending. Recently, data from LexinFintech Holdings Ltd. (NASDAQ: LX) and its Fenqile Mall showed that during the World Cup, transaction volumes for sports and fitness products on the platform increased significantly, with major sports events steadily driving related consumer demand.
The event's heat first boosted football (soccer) consumption. According to Fenqile Mall data, football transaction volumes surged by 425.19% month-over-month. As the sports fervor ignited, spending extended to everyday sports scenarios, with categories like men's sportswear and women's sports shoes seeing growth, with transaction amounts rising 20.61% and 8.84% month-over-month, respectively. Additionally, transactions for sports and health-related goods increased by 33.69% month-over-month, further reflecting a rise in consumer demand for sports equipment and healthy lifestyles.
Key drivers of sports consumption growth
The growth in sports consumption is driven by both major sporting events and the fact that sports are becoming an integral part of daily life for many consumers. Activities like running, cycling, fitness, and ball games create diverse needs for different types of footwear, apparel, and gear. Furthermore, a rich supply of quality products from the supply side also provides solid support. In recent years, Fenqile Mall has continuously expanded its sports consumption offerings, introducing renowned domestic and international sports brands such as Adidas, Nike, VANS, PUMA, Under Armour, Skechers, and Xtep. It has been refining product categories like sportswear, footwear, and outdoor equipment, meeting consumer demands across various scenarios—from fitness and recreation to leisure and quality living. In the first quarter of this year, leveraging its cooperation advantages with top brands, Fenqile Mall launched a "Brand Outlet" channel. To date, this channel has signed contracts with over 30 domestic and international fashion and sports brands. Since its launch, the channel has significantly boosted overall sales for participating brands, effectively stimulating consumer demand for quality sports goods.
Lexin's role in the sports consumption ecosystem
As China's first online installment shopping mall, Fenqile Mall has focused on the differentiated consumption needs of high-growth consumer groups since its establishment in 2013. By leveraging its strengths in scenario-based consumption and installment payments, combined with mature e-commerce supply chain capabilities, the platform continues to build a more competitive product offering and shopping experience. Looking ahead, Fenqile Mall will continue to optimize its product supply ecosystem and service system, enabling more consumers to enjoy quality products at a more cost-effective price, contributing to the release of sports consumption potential.
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