Sportswear in Sweden

PROSPECTS

Strong growth for sportswear due to healthy lifestyles

Sportswear continued to record stronger retail value growth than the overall apparel and footwear market in 2019 as healthy lifestyles and image became increasingly important to many Swedes. Both men and women are participating in more sports and activities and are incorporating more sports-inspired apparel and footwear into their everyday wear.

Strong retailing competition

Strong expansion among many sportswear retailers and the entry of new players remained factors in sportswear in 2019, although growth in sports goods stores slowed due to maturity. Stadium’s outlet concept continued to perform strongly as outlets in general are booming in popularity as consumers have become accustomed to their frequent discounting.

Athleisure and outdoor trends continue to gain ground

The athleisure trend remained a key growth factor for sports-inspired footwear and apparel as trainers are worn on many types of occasions in Sweden. For example, the dress code in offices is generally rather relaxed, as many Swedes feel comfortable wearing trainers with both smart casual business and casual business attire.

COMPETITIVE LANDSCAPE

International giants continue to lead sportswear

International sportswear giants continue to lead sales in 2019, with adidas Sverige ranking first, Nike Sweden second and Puma Nordic third. All three players hold strong positions within both performance and sport-inspired categories, and offer well-known and trusted brands which are heavily marketed in store and by sponsoring athletes and teams and tend to focus on comfort and functionality.

Niche brands continue to achieve strong growth

A number of niche players, especially from Sweden, continued to record good development in 2019 as many consumers wished to display their individual style. The trend for fashionable trainers remained relevant and grew in 2019, with several established players such as Asics and New Balance losing some share in 2019 as many new entrants, especially with a stronger focus on athleisure sneakers under sports-inspired footwear, witnessed strong development.

Outdoor brands perform well

Outdoor brands continued to perform well in 2019. Incorporating items such as down jackets into everyday wear remains a popular trend as they portray a warm, comfortable and healthy image.

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