Sportswear in Mexico

PROSPECTS

The strengthening wellness culture propels the growth of sportswear

The use of athletic clothing continued to rise in 2018. Consumers are turning to athletic clothing because of the comfortable fabrics and increased interest in athletic activities, such as going to the gym, yoga or running.

More relaxed dress codes propel sales of sports-inspired apparel and footwear

As the interest in athleisure is expected to increase, brands and department stores are adjusting their offers. Casual brands such as H&M and Inditex’s brands are including a wider assortment of sports-inspired outfits, whilst athletic brands such as adidas and Reebok are now offering “casual” lines to complement their “performance” portfolios.

Personalisation to attract consumers

In order to attract consumers, Nike’s e-commerce portal offers customers the possibility of personalising their footwear by selecting the colour of the base, sole, midsole and laces, as well as the logo type, colour and position. Additional personalisation details, such as the client’s initials, can also be requested.

COMPETITIVE LANDSCAPE

Nike’s continous innovation contributes to its leadership

In 2018, Nike remained the leading brand in sportswear in Mexico in value terms, thanks to its wide distribution network, product innovation and continuous marketing investment. For example, “House of Go” was a pop-up promotional space located for a few weeks in a high-end neighbourhood in Mexico City.

Reebok brings a local taste to new products and marketing campaigns

In the competitive sportswear environment, having an emotional link with consumers has become crucial to succeed. Understanding this, Reebok launched Axolotl DMX Pods Runner in partnership with Lust, a sneakers specialist retailer.

Li-Ning starts its expansion in the Mexican market

The Chinese sportswear brand Li-Ning recently entered the Mexican market with an aggressive expansion plan. It has the goal of reaching 16 stores by the end of 2018, and 100 by 2028.

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