Sportswear in Sweden

2020 IMPACT

Reduction in indoor-based sports is mitigated somewhat by increased interest in outdoor activities in 2020

During the COVID-19 pandemic, Swedish public health agencies and officials actively pushed Swedish consumers to continue training and participating in sports outside. As a result, Swedish consumers were regularly reminded of the need to exercise, which resonated well with fitness-conscious consumers and drove demand for sportswear in 2020, which helped to mitigate the decline in value sales somewhat.

Fair weather helps outdoor-themed sportswear and footwear fend off the worst of the COVID-19 impact

Drier, warmer weather during spring, summer and autumn played an important role in pushing sportswear, as temperatures encouraged Swedes to take up hiking, trekking, outdoor running, and other types of sports activities closely associated with sportswear. As a result, performance apparel, outdoor apparel, performance footwear and outdoor footwear were not impacted by the pandemic to the degree that other categories in apparel and footwear were.

International giants continue to lead sportswear in Sweden in 2020

International sportswear giants continue to lead sales in 2020, with adidas Sverige ranking first, Nike Sweden second, and VF Sweden third. These players hold strong positions within both performance and sport-inspired categories, and offer well-known and trusted brands that are heavily promoted in-store and by sponsoring athletes and teams and tend to focus on comfort and functionality.

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