Sportswear in the United Arab Emirates

PROSPECTS

The healthy living trend drives growth in sportswear

In 2018, government campaigns to encourage the population of the United Arab Emirates to become healthier became common, and many people became healthier and ate better. Organic produce had wider availability at reasonable prices in chained supermarkets and hypermarkets, and farmers’ markets were also seen throughout the year in the country.

Consumers invest in value sportswear

Consumers invested in a few high-quality and competitively-priced pieces of sports-inspired apparel and performance apparel, as they took part in light exercise such walking, as well as other forms of sports activity, such as cricket, badminton or basketball. Outdoor apparel benefited from outdoor activities, as people increasingly preferred to spend time away from shopping centres, especially during the pleasant winter months, such as camping away from the city, in locations such as Jebel Hafeet, Al Qudra, Musandam and Liwa Desert.

Sports footwear will be driven by increased physical activity

Performance footwear and sports-inspired footwear will continue to gain prominence, as consumers intensify the frequency of workouts and become more educated about their sportswear choices. Better-informed consumers are expected to shift from sports-inspired footwear to performance footwear, particularly for workouts.

COMPETITIVE LANDSCAPE

adidas Group and Nike maintain the lead within sportswear

adidas Group led sportswear in 2018, followed by Nike. These are firm rivals both in the country and globally.

Developments by Nike

At the end of 2018, Nike launched its largest store in the Middle East and North Africa in The Dubai Mall. The focal point of the store is the personal experience, whereby customers can customise their apparel and footwear components, such as laces, buttons, straps, labels and designs.

International brands continue to dominate sportswear

International brands dominate sportswear in the United Arab Emirates, representing the top brands in value terms, whilst local companies franchise international sportswear brands. Consumers in the United Arab Emirates show a strong preference for branded sports goods, which has created a favourable situation for global established brands, with the three leading brands in the United Arab Emirates in 2017 remaining Nike, adidas and Reebok, whilst the brands Under Armour and New Balance are gaining popularity.

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