After a very challenging year in 2020 due to pandemic-related restrictions limiting mobility outside of the home, greater demand for sportswear was supported by the mass vaccination programme in Brazil in 2021. Major retailers focused on sportswear, such as Decathlon, launched mobile apps and further invested in their e-commerce operations to support digital transactions.
The pandemic limited Brazilians’ social interactions and forced most families to remain in quarantine. Television programmes such as sports competitions gained notable relevance during this period.
The new tools created by sportswear brands to interact with consumers during the pandemic offer an important legacy that has created new interfaces in terms of communication. Track & Field, a popular sports goods store in Brazil, launched a mobile app called TFSports, to encourage local consumers to exercise during quarantine.
Major players have been intensifying their competitiveness with important acquisitions. Recent efforts show how sportswear is a dynamic category in Brazil with Centauro obtaining an exclusive licence with Nike in Brazil, Arezzo (Vans licence) and Vulcabrás Azaléia SA, which acquired Mizuno to be added to a portfolio that already counts on Under Armour and Olympikus.
As part of a high number of sportswear start-ups launched via e-commerce towards the end of the review period, some initiatives are seeing rapid growth and offer potential for relevant expansion. The brand Legging Brasil is a case of successful management of online operations in sportswear that proposes a more affordable and agile service offering good quality products.
In 2021, some sports gained greater visibility in Brazil. As part of a strong movement, many cities across the country introduced beach tennis courts (even in rural regions) and rapidly became a popular activity among mid-income consumers.
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Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See All of Our DefinitionsThis report originates from Passport, our Sportswear research and analysis database.
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