With the reopening of sports and fitness centres, retail volume and value sales of sportswear partially recovered in 2021. The recovery was slow, however, and not enough to compensate for the loss in retail volume and value sales in 2020.
The largest share of sportswear in brand terms lies with low-cost brands and unbranded products (under others in the data). This is because leading international brands are expensive, and are therefore niche to a smaller consumer audience of more affluent consumers, whilst the majority of consumers will select lower-priced or even counterfeit options.
Planet Sport SARL continued to lead sportswear in 2021, thanks to its leading adidas and Nike brands, along with its expanded brand portfolio of Reebok, Le Coq Sportif, Speedo, Wellness and Lotto. adidas and Nike are highly sought-after brands worldwide and enjoy high octane advertising and promotional campaigns, along with sponsorship activities and celebrity endorsements.
Health and fitness trends continue to grow in Morocco and this is supporting growth in sportswear and sports-inspired apparel. In addition to practical sportswear, there is a trend for sports-inspired fashion – as can be seen with the strongest growing sub-category of sports-inspired footwear.
As seen in other apparel categories, sportswear players are also looking to online shopping options and website-based promotions and offers in order to attract more consumers. Visiting a physical store is still the most popular option for consumers in Morocco, particularly when purchasing sportswear and sports footwear which needs to have the correct fit.
Changing lifestyles overall are also supporting growth in sportswear. In addition to younger consumers who enjoy sports-inspired trends, the merging of sports-inspired styles with casual and classic apparel is becoming more popular.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.See All of Our Definitions
This report originates from Passport, our Sportswear research and analysis database.
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