Sportswear in France

PROSPECTS

Healthier living is becoming a priority

As sports practice keeps gaining momentum in France, performance and outdoor apparel and footwear continue to gain popularity and they performed well in 2018. Data show that men’s sports apparel and footwear sales growth is catching up with women’s as males are now paying more attention to their physical appearance resulting in an increased desire to take their health seriously.

Athleisure rises as a new lifestyle, as dress codes evolve

Thanks to fashion designers that produce their own lines of sportswear, a trend of chic sportswear has emerged and is here to stay. The trend of athleisure is not only popular because clothes are comfortable, but because it has become a lifestyle.

Category sales supported by product innovation

Through breathable, thermoregulatory, absorbent, and refining textiles, manufacturers compete in technology and patents to ensure the comfort of their athlete communities. The market now offers such articles equipped with UV-resistant material for outdoor training and breathing technology, reducing the effect of heat and perspiration or garments made from fabric that, in addition to absorbing moisture, creates a ventilation space that helps airflow between skin and fabric.

COMPETITIVE LANDSCAPE

Adidas took maintains leading value share in sportswear in 2018

Ranking second behind Nike in sports footwear and second behind Decathlon in sports apparel, adidas gained significant value share in 2018 to maintain its recent leadership in the sportswear category. The German company has established itself as one of the world's best-known sportswear brands in a highly competitive arena.

Intersport surging amongst France’s most dynamic sportswear distributors

Intersport, a cooperative specialising in sports equipment and sporting goods, has opened 13 new stores, which has helped boost the revenues of the entire independent network, which now includes 652 points of sale. On a comparable store count basis, its growth remains significant and it now holds a double-digit share of the sports specialist sales, behind Decathlon.

Le Coq Sportif is making a comeback

Well before Nike, adidas, Puma or Reebok, Le Coq Sportif reigned over the sports equipment industry in France. Founded in 1882 in Romilly-sur-Seine, capital of hosiery, the brand has managed over time to become a reference in the world of sportswear.

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