The restrictions imposed to curb the spread of COVID led to a marked decline in sportswear sales in Western Europe in 2020. However, the sector rebounded in 2021 and is expected to continue growing over the forecast period. As per a Euromonitor report, growth in the sector is being supported by the development of digital capabilities, increasing emphasis on sustainability and growing focus on health and wellness.

Expanding reach of sportswear

Sportswear brands such as adidas and Nike have started offering new athleisure styles that can be worn all day. The pandemic helped expand the reach of sportswear amongst adult consumers who earlier prioritized convenience over appearance. The category is being increasingly penetrated by general apparel brands as against earlier sportswear specialist.

adidas has launched innovative solutions to reduce and erode plastic waste. It has also ventured into several partnerships through its Three Loop Strategy. The brand has pledged to make all products virgin polyester free by 2024 besides reducing the company’s carbon footprint by 30 per cent by 2030, and acheiving climate neutrality by 2050.

High e-commerce penetration boosts market growth

High e-commerce penetration is boosting the sportswear market in Germany. The pandemic significantly boosted sales in 2020 with digital fashion platforms such as Zalando contributing hugely to this growth. Future e-commerce growth is likely to be supported by traditional brick-and-mortar players

Growth to slow down from 2023-2026

While annual growth will remain elevated in 2022, it is likely to slow down to around 1-2 per cent a year from 2023 until 2026. Consumers will continue to focus on health and well-being besides participating in various sporting activities. This will boost demand for sportswear and footwear.