Sportswear in Germany

PROSPECTS

Healthy lifestyles increase sportswear consumption

Consumers in Germany are practising more sports and for longer periods. With a constant goal to stay fit and live a healthy lifestyle, the number of people exercising is rising, which naturally creates further growth opportunities for sportswear brands.

Innovative products are bringing more consumers to sportswear

E-commerce in Germany is still in a considerable growth phase in fashion. E-commerce’s value share of sportswear is higher than that of each of apparel and footwear.

Athleisure trend boosts growth of sports-inspired apparel and footwear

The major athleisure trend seen in apparel and footwear is spreading slowly throughout Germany in different environments. More relaxed dress codes and Germans’ openness to the everyday use of sportswear are driving the growth of sports-inspired apparel and, in particular, sports-inspired footwear.

COMPETITIVE LANDSCAPE

Adidas extends its leading position in sportswear

Adidas increased its value sales of sportswear further in Germany in 2019, benefiting from being a local brand, which is a competitive advantage from a customer’s choice perspective. The brand held the leading position throughout the review period, continuously increasing the value share gap with second-placed Nike.

Nike sees below-average growth

Sales in Germany for Nike sportswear have faced some bottlenecks, impeding higher growth rates. Despite achieving positive retail value sales growth, the brand has performed below expectations in Germany compared to other countries.

E-commerce boosts the growth of newer brands

E-commerce and social media have made it easier and, more importantly, cheaper for smaller brands to make their way up in the total retail value sales revenue ranking. Fast-growing brands such as Superdry (with Japanese design influence) and Patagonia (an outdoor and environmentally-aware brand) are targeting niche consumer groups through highly focused advertisements which have proved to be greatly cost-effective compared with conventional advertising.

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