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Learn moreMar 2020
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Value growth of sportswear continued to decline in 2019 on the heels of the category having suffered one of the steepest percentage falls during the previous year. Over the year, outdoor apparel saw the smallest decline.
Sportswear is among the categories that suffers the most from counterfeiting and informal trade in Chile. Counterfeits come from neighbouring countries and China.
The French brand Decathlon strengthened its commitment to Chile with the addition of a second store in December 2019. The new store is located in the Open Kennedy shopping centre in Las Condes, one of the more affluent cities in the Santiago metropolitan area.
Supported by their global status, Nike de Chile and adidas Chile remained the top two players in sportswear in Chile in 2019, although the two rivals switched leadership positions over the year as Nike and other players gained more value share at adidas’ expense. The two global players, along with UA Inc (Under Armour) also benefit from their deals with major football teams: adidas supplies the kit for Universidad de Chile in Santiago, while Nike has had a deal with the Chile National Team since 2015.
In a change announced in April 2019, Nike became the new technical sponsor of Chile’s biggest running event, the Santiago Marathon, from 2020 on, replacing its nearest rival adidas, which had sponsored Chile’s biggest running event for 12 years. Reportedly adidas relinquished its sponsorship to focus on other brand strategies.
As it has for Nike and adidas, football has also played an important part in UA Inc’s expansion in the Chilean market, with its Under Armour brand supplying the kit for the Santiago-based club, Colo-Colo. The Under Armor Brand also reached an agreement to sponsor the current Chilean football champion Universidad Católica.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear industry in Chile 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 Chile, 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.