Sportswear in Ukraine

PROSPECTS

Sports-inspired apparel and footwear attract with convenience and style

In 2018 Ukrainian consumers continued to favour apparel and footwear items that allowed ease of movement and were trendy and comfortable. Sportswear products, sports-inspired items in particular, addressed these requirements and were popular among young and middle-aged people.

Ukrainians are likely to become more enthusiatic about sports

At the end of the review period participation in sports was not a regular routine for many Ukrainians. While people’s interest in sports was reported to be rising overall, especially among the young generation, sport has yet to become part of popular culture.

Men are core consumers of sportswear in Ukraine

In 2018, sportswear was mostly favoured by men, who like to wear such apparel and footwear for non-office work and leisure. Women remained less enthusiastic and typically wore sportswear items when participating in sports or for leisure purposes (eg, picnics).

COMPETITIVE LANDSCAPE

Multinational brands establish strong foothold

Multinationals continued to dominate, with local brands focused more on non-sports apparel and footwear. Leading player adidas Ukraine DP (adidas and Reebok brands) accounted for over one fifth of the category’s retail value sales, followed at a distance by Delta Sport DP (Nike) and Puma Ukraina TOV (Puma).

Brand imitations remain a problem

Major sportswear brands, including adidas and Nike, continued to have their potential limited by the abundance of brand imitations and fakes in the country. Such products, including “abibas” versions, were readily available at outdoor markets, especially in areas that lacked chained retailers.

New sportswear brands attracted to Ukraine

New brands entered the category towards the end of the review period, notably Under Armour in 2017. Decathlon also entered and is expected to become a significant player over the next five years.

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