Sportswear in Germany

PROSPECTS

Sportswear posts another strong performance in 2018

Overall, apparel and footwear in Germany recorded a decline in value sales in 2018 and faces a weak outlook. Sportswear, however, continued to perform well, remaining the most dynamic category.

Rising interest in sport drives growth of performance and outdoor products

Aside from the ongoing popularity of team sports, the growing consumer focus on health, fitness and wellness was reflected in an ongoing rise in the number of registered members at fitness centres, with this including both men and women of all ages. Furthermore, the number of consumers practicing yoga was at an all-time high in 2018, with this trend becoming increasingly widespread.

Sports-inspired products perform well amidst the ongoing athleisure trend

Within sports apparel and footwear, sports-inspired products posted the strongest current value growth in 2018. This development shows that the athleisure trend has evolved in recent years to become a central part of the longer-term lifestyle shift within the population.

COMPETITIVE LANDSCAPE

Nike aims to close the gap on adidas in Germany through moving its headquarters

In 2018, adidas maintained its leading position in sportswear in Germany. In its home market, the company has been particularly successful with its performance products in the areas of training and running, while reaching a large consumer base with its athleisure products.

Amazon introduces an athleisure private label in Germany

In September 2018, Amazon launched its sportswear and athleisure private label Aurique in Germany, with the objective being to benefit from the current popularity of these products among the population. The initial focus of Aurique will be on women’s performance and sports-inspired products such as leggings and running jackets at a price significantly below that of the leading brands.

Retailer SportScheck introduces a new store concept

In 2018, one of the leading sports specialist retailers in Germany in terms of value sales, SportScheck, introduced a new store concept as part of its digital strategy. While the company recorded strong growth for its online sales, SportScheck recognised the need to modernise its stores by improving the shopping experience for consumers, with this including a stronger link between its stores and its online platform via new options such as click and collect.

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