Sportswear in Mexico

PROSPECTS

Increasing interest in sporting activity due to health and wellness trend supports demand for sports apparel and footwear

Sportswear continued to record strong growth in 2019, driven by the largest category of sports footwear and the growing sporting culture in the country. Mexicans are becoming increasingly aware of the benefits that practising sports has on their health, with a number of running or cycling events being held throughout the year in the main cities.

Strongest performance by sports-inspired apparel due to rising athleisure trend

The growing athleisure trend in the country is resulting in an increasing number of Mexicans wearing sports-inspired apparel and footwear as the line between sportswear and casualwear continues to blur. It has become increasingly acceptable for many Mexicans to wear sportswear outside of the gym or when not engaging in a sporting activity, which is leading to non-sports brands such as H&M and C&A including sports-inspired collections in their ranges, while traditional sportswear brands such as adidas and Reebox are offering more casual lines to complement their performance portfolios.

Sponsoring Mexican football teams is common marketing strategy for global brands

The sponsorship of local football teams is a common marketing strategy amongst sportswear players in Mexico, due to the popularity of this sport in the country, allowing brands to gain greater visibility and awareness amongst local consumers. Well-known global brands that have adopted this strategy include Under Armour for Club Deportivo Toluca and Umbro for Club Puebla, while adidas announced at the end of the review period that it was extending its relationship with the Mexican National Team up to 2026.

COMPETITIVE LANDSCAPE

Global brand names continue to lead sportswear with leader Nike targeting local female consumers in advertising campaigns

Sportswear continued to be led by well-known global brand names including Nike, adidas and Puma. Nike de Mexico S de RL de CV retained its overall leadership of both sports apparel and sports footwear, due to its wide distribution network, continuous marketing investment and product innovation.

Puma’s Motorsport collection aims to attract fans of different racing teams

Third-ranked Puma launched its Motorsport collection at the end of the review period offering a range of clothing and footwear inspired by its long-standing heritage in the world of motorsport. The range features Ferrari jackets that sport the iconic image of the black stallion on the back, and Pirelli, BMW and Porsche sports footwear ranges, in addition to Mercedes and Red Bull hoodies with the aim of attracting a wide range of racing fans of different teams.

Under Armour continues to focus on technical aspect of its sportswear

Under Armour’s strategy is to prioritise performance over fashion within sportswear, and therefore continued to be positioned as a technology sportswear brand. While there are many consumers who wear sportswear specially for a particular activity, the brand has limited its appeal compared to the crossover into athleisure as made by the likes of Nike, adidas and Reebok, as many Mexicans are now searching for a more general sports-inspired casual look at an affordable price.

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