Sportswear in Italy

PROSPECTS

Athleisure trend

Athleisure has become a key part of consumers’ lifestyles in Italy and they are increasingly wearing comfortable outfits, including sportswear, on a daily basis and teaming them with smart and fashionable items. Informal looks are increasingly accepted at work, where it is becoming more common to wear trainers, t-shirts, sweatshirts and hoodies.

Sport on the rise

Italians are increasingly concerned about leading a healthy lifestyle. According to the ISTAT (The Italian National Institute of Statistics), 20 million Italians (about 34% of the total population) practise sport, while 24% practise regularly.

Outdoor sport still a niche, but growing

Outdoor sport remains a niche in Italy, although it is growing thanks to the increasing popularity of jogging and hiking. According to the ISTAT, hikes and walks in nature are enjoyed by around 1.

COMPETITIVE LANDSCAPE

Nike and adidas remain the absolute leaders

Nike and adidas continue to be the undeniable leaders in sportswear in Italy, the only brands holding double-digit shares in 2018. Both brands benefit from prestigious sponsorship agreements and from their digital strategies, offering also personalised services.

Under Armour registers strong growth

Under Armour was the fastest-growing brand in sportswear in 2018, delivering exceptional growth in both womenswear and menswear in 2018. In collaboration with its Italian distribution partner Oberalp SpA, the US sportswear brand opened its first store in Bergamo within the new extension of Oriocenter, one of the largest shopping centres in Europe.

Kering sells Puma

In 2018, Kering sold Puma in line with its plans to focus on its luxury designer brands, including Gucci and Saint Laurent. The split was announced in January 2018 and was effective in May.

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