Sportswear in Saudi Arabia

PROSPECTS

Government investments, offers and promotions coupled with increased brand and health awareness underpin sportswear growth

Healthier active lifestyles continue to develop in Saudi Arabia in 2019, endorsed by the government, which in turn supported demand for sportswear. Part of the country’s Saudi Vision 2030 programme is the encouragement of participation in physical activities to improve health and wellbeing.

Sportswear increasingly fashionable, greater availability contributes to growth

Sportswear is particularly gaining popularity among young Saudis, who find such clothing comfortable and fashionable. Sportswear is developing as a fashion trend, leading to brands launching new designs, and implementing on-going promotions.

Women represent an increasingly important consumer segment for sportswear

Women continue to drive growth, especially having been encouraged to take part in sports, for example with the granting of licensing to female gyms in 2017. As the number of health clubs for women continues to grow, demand for women’s sportswear is also rising.

COMPETITIVE LANDSCAPE

adidas and Nike maintain leading positions, but face competition from smaller competitors

adidas continues to lead Sportswear, although its 2019 value share was slightly down on the previous year. adidas campaigns implemented in 2019 included women’s rights.

International brands dominate, but smaller players gain share in 2019

International brands such as adidas, Nike, Reebok and Puma continue to dominate and remain popular in the Kingdom. Consumers in Saudi Arabia are generally very brand-conscious, and the same applies in their choice of sportswear.

E-commerce set to gain distribution value share due to convenience, price competitiveness and net-savvy consumer base

E-commerce is expected to continue growing strongly in coming years. This will be due to consumers’ busy lifestyles, increased price-consciousness following the recent economic upheaval, and the growing number of entrants to the Saudi market.

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