Sportswear in Israel

PROSPECTS

Fitness trends keep sportswear showing healthy growth

Sportswear is seeing value growth across all sub-categories, thanks to the increasing popularity and promotion of health and fitness trends. Official marathons attract more participants each year, new marathons are launched, and exercising is seen as an essential part of keeping healthy, alongside healthy nutrition and self-care.

Sports-inspired apparel fashions boost availability in non-specialist retailers

In addition to sportswear, the health and fitness trends are also encouraging purchases of sports-inspired apparel, as can be seen from this area showing the strongest value growth in 2019. Outside of sportswear specialists, most retailers do not typically stock sportswear, but this is starting to change with an increase in retailers adding sportswear or sports-inspired apparel to their brand.

Strong competition and popularity of day-to-day sports apparel drive prices down

As can be seen in other apparel categories, prices in sportswear are decreasing due to price-based competition between the growing number of stores, in addition to the influence of online retailers and the growth of sportswear and sports-inspired apparel in retailers who do not specialise in sportswear per se. In particular, sports-inspired apparel tends to be cheaper than specialist sportswear, and whilst these are separate categories, the line between them becomes blurred for day-to-day sportswear.

COMPETITIVE LANDSCAPE

Nike Israel Ltd maintains top place thanks to global recognition and ongoing innovation

Nike Israel Ltd continues to lead sportswear in both company and brand value terms in 2019, despite strong competition from adidas Israel Ltd, who plays second place. The Nike brand enjoys strong global recognition, with promotions from celebrities, professional athletes, health trends and sponsorships.

Success of sportswear attracts more players to the category

Existing sportswear brands have expanded more in recent years, due to strong sports trends, as well as new brands entering the category. Big names such as Footlocker, Reebok and Decathlon are being seen to open more outlets too.

Savvy consumers save money by trying on sportswear in-store and then buying online

As can be seen in other apparel categories, internet retailing is also a strong trend in sportswear. Often consumers will visit stores to try on items to ensure the correct fit, then later order online from an international internet retailer who offers more competitive prices than the physical store.

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