Sportswear in Germany

2020 IMPACT

Lockdown restrictions limit indoor sporting activity

With the emergence of COVID-19 and its growing threat in Germany, several regulations were put in place which led to a national lockdown and temporary closure of indoor sports activities such as gyms and team sports including table tennis or futsal. These naturally affected sales of sportswear in Germany early on, especially within performance apparel and footwear.

Running and outdoor activities boosted throughout 2020

Exercise habits in Germany are highly established, with a high proportion of the population perceiving exercise as essential. As gyms closed temporarily and other indoor sports were equally suspended during pandemic-related restrictions, rather than simply languishing at home, for many this meant the search for outdoor and isolated spaces increased exponentially across the country – especially as the extent of the lockdowns in Germany was not as severe as witnessed in some other European countries.

Notable share gain for e-commerce results in latter being second most popular channel for sportwear in 2020

Sportswear sales are highly concentrated amongst the younger segment of the population which is equally the most digitalised and connected group of consumers in the country. Therefore, combined with the sudden closure of non-essential store-based retailers in the first half of the year, many consumers recorded a major shift towards e-commerce for their sportwear requirements, with retailers such as JD Sports and Zalando benefiting the most.

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