Sportswear in Chile

PROSPECTS

Drastic footfall reduction and necessity to lower prices due to overstocking contributes to value decline of sportswear in 2019

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.

Discovery of huge cache of counterfeit sportswear and other branded apparel and footwear prompts authorities to urge consumers to buy from established trade

Sportswear is among the categories that suffers the most from counterfeiting and informal trade in Chile. Counterfeits come from neighbouring countries and China.

Decathlon strengthens its presence in Chile with an additional store

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.

COMPETITIVE LANDSCAPE

Nike and adidas maintain their top positions in sportswear, but change positions

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.

Nike replaces adidas as technical sponsor of the Santiago Marathon, Chile’s biggest running event

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.

Expanding its reach in the world of local football, Under Armour agrees to sponsor Chilean football champion Universidad Católica

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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