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Learn moreApr 2020
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The slow recovery of the Brazilian economy is still impacting the performance of sportswear, which remained practically flat in 2019. With a strong penetration of sports footwear, the most mature category, the industry revenues depend on the repositioning of performance products and the purchasing of sports-inspired items for new occasions, such as the more flexible workplace environments.
Local manufacturers, especially in the area of sports footwear, are concerned about the possibility of a reduction in taxes for imports from other countries to the Mercosur nations due to new trade agreements. Asian production costs are lower and, combined with the internal costs of Brazilian taxes, processes and logistics, may result in unfair competition that makes local companies vulnerable.
Even though Brazilian consumers are strongly inclined to partake in sports and, according to Euromonitor International data on institutional channels, Brazil is the country with the third highest number of sport clubs and gyms in the world, at almost 28,000 outlets (behind only Russia and the US), Brazilian sportswear continues to record sales performances below its full potential. The relatively high prices of the most popular sportswear brands makes consumers more likely to postpone purchases for such goods and prioritise more basic items needed for a household’s general wellbeing in periods of crisis.
Nike’s performance was boosted by the launch of new versions of the Zoom collection and some of the activities to promote the brand. These included efforts to become closer to women, investing in the Zoom Squad, a team of five Brazilian women to represent the brand in the Chicago Marathon.
Decathlon has been investing more in the experience within its stores, such as salespeople specialising in the store section of the sports they personally partake in, acting as consultants for shoppers in the process of choosing the best products. Centauro, one of the most important specialist retailers, launched a training programme for beginners in street running.
As soccer carries such great importance in Brazil, with broad coverage in mass media, a strong driver of visibility is the sponsorship of soccer teams. Nike is the main sponsor of major Brazilian clubs, such as Corinthians, while adidas has benefited from Flamengo’s winning season in 2019, and also sponsors São Paulo and Internacional.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear industry in Brazil with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sportswear industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Apparel and Footwear market research database
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.