Sportswear in Ukraine

PROSPECTS

Interest in sports is no longer overshadowed by political and economic uncertainty

Following the global crisis of 2008, Ukrainians had to live through another difficult period in 2014 and 2015. During these years people were stressed about the conflict with Russia, including the loss of Crimea and the start of Anti-Terrorist Operations in Eastern Ukraine, which threatened to turn into a real war.

Participation in a wider range activities fuels demand for sports apparel by type

The types of sports practised by Ukrainians are widening to include new activities, such as yoga, CrossFit and Pilates. This has stimulated consumer demand for sportswear which is tailored to specific activities.

Sportswear and sports footwear are wardrobe staples for many Ukrainian men

Men are core consumers of sportswear in Ukraine, who like to wear sports apparel and footwear for non-office work and leisure. In 2019, sports footwear and sports-inspired footwear were especially popular among young and middle-aged men, with such items seen as the default choice of footwear for most occasions.

COMPETITIVE LANDSCAPE

Multinational companies lead sportswear in Ukraine

Multinationals continued to benefit from first-mover advantage, nationwide distribution, sports events sponsorship and significant investment in advertising campaigns through mass media, which has ensured strong brand recognition. Leading player adidas Ukraine DP’s adidas brand was by far the most successful, with its Reebok brand in second place.

Brand imitations still challenge sportswear players in Ukraine

Imitation sports brands remain a serious problem in Ukraine. Major sportwear brands, including adidas, Puma and Nike, continued to have their potential limited by the abundance of brand imitations and fakes in the country.

Companies rely on innovation for success

In sportswear in Ukraine, regular new product launches are a vital for players to stay competitive. Innovative new products have been instrumental in the success of adidas and Puma, among others.

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