Summary of our market study

The global jogging accessories market has experienced steady growth, with a marked interest in leading a healthy lifestyle and indulging in physical fitness activities like jogging, which is notably popular in Italy. As of 2020, with an estimated CAGR of 4% up to 2025, despite a sharp contraction in retail sales by nearly 16% in 2020 due to the pandemic. This downturn was offset by a subsequent rebound and an uptick in e-commerce, which surged from a 7.6% market share to 11.1% in 2020.

Globally, the sportswear market was valued at $185.9 billion in 2022 and is projected to reach $356 billion by 2032, expanding at a CAGR of 6.9% from 2023 to 2032. With robust participation across different demographics, the majority of jogging enthusiasts in Italy are men, but women's participation is on the rise, particularly in activities such as jogging, yoga, and fitness centers. In terms of distribution, while offline channels currently dominate, the online segment is anticipated to witness the highest growth going forward. The market offers an array of products ranging from sporting apparel to high-tech gadgets, with prices varying based on brand, production methods, materials, and technological sophistication

Main Market Trends for Sportswear and Jogging Accessories in Italy

The Italian market for sportswear and jogging accessories reflects a robust and multifaceted demand profile, catering to diverse demographics. With the country's per capita disposable income on the rise, particularly in Northern Italy, consumers are increasingly investing in sporting goods that promote a healthy and active lifestyle. The widespread growth of the market is driven predominantly by consumer preferences for comfort, technology, and durability in their sportswear. As it stands, the Italian sportswear market is expected to reach approximately between €6 and €7 billion by 2023. This market includes a vast array of products, with the most significant sales in the sportswear category recorded in 2020. Consumer demographics in Italy highlight that a large segment of the jogging and running community falls within the age bracket of between 50 and 64 years of age, followed by those aged 40 to 49. Interestingly, despite men currently holding the largest market share in the end-user segment, there is an increasing involvement of women in sports, which is shifting the market dynamics.

The demand is also considerably influenced by the growing popularity of comfortable and stylish sportswear fueled by global sportswear brands' strategic advertising and innovations in product offerings, with features such as sweat absorption, breathability, and body movement support gaining traction. The segment has also seen a rise in the adoption of digital media and fitness apps, which likely incentivize regular engagement in fitness activities, thereby boosting market growth. The Italian market is not without its challenges, particularly in the realm of counterfeiting, which could potentially dampen both the economic prospects of legitimate businesses and the consumers' trust in the authenticity of sportswear products. Distribution channels in the market have traditionally been dominated by offline retail stores, yet the rise of e-commerce, especially during the pandemic, shows that online platforms are becoming increasingly popular due to their convenience and the opportunity they provide consumers to compare products and prices. In terms of product offerings, the market is saturated with a plethora of options, ranging from specialized footwear and clothing geared for different weather conditions to advanced electronic accessories that aid in monitoring and improving athletic performance. The prices for these items can vary greatly, depending largely on brand reputation, the quality of materials, and the level of technology incorporated into the products.

Key Players in the Global Jogging and Running Accessories Market

  • Asics Corporation: Asics is a Japanese multinational company which produces sports equipment designed for a wide range of sports. They are particularly notable in the realm of running, offering not just a distinction between jogging and running based on speed, but also providing advanced technologies in their footwear and apparel. Asics products often feature innovations such as gel cushioning systems and high-tech fabrics tailored for increased performance and comfort.
  • Adidas AG: A titan in the sportswear industry, Adidas offers a vast array of products for the jogging enthusiast. Their product lines often include cutting-edge technologies like adiPrene cushioning and innovative fabric technologies aimed at improving athlete performance and comfort. Adidas is also recognized for their efforts in merging functionality with fashion, appealing to customers seeking sportswear that is both practical and stylistically current.
  • Nike, Inc.: Apart from being one of the most globally recognized brands, Nike is heavily involved in designing and selling high-performance jogging accessories, including DriFit fabric that optimizes body temperature management during exercise. Nike’s marketing strategies, sponsorships, and technological advancements, such as the Pbax cushioning in their footwear, have contributed significantly to their position as market leaders.
  • Diadora: Diadora stands out as a well-respected Italian sports brand. It is known for its quality athletic wear and sporting goods, including jogging and running accessories. With a strong presence in the domestic Italian market, Diadora provides a range of sports products that emphasize performance and durability.
  • Brooks Running: Although not mentioned in the text above, Brooks is a key player in the running shoe market niche, with the Brooks Ghost series mentioned as a popular choice for its cushioning and comfort. Brooks focuses exclusively on running gear and is well-regarded for its commitment to the specific needs of joggers and runners.
  • Decathlon S.A.: With its own house brands and retailing of prominent international labels, Decathlon operates a vast network of sporting goods superstores. The French company offers a wide selection of affordable jogging and running equipment, appealing to both amateurs and professionals. Their strategy includes producing private label products that often rival more expensive branded ones in terms of technical innovation.
  • Pittarosso: An Italian retailer that places significant emphasis on branded goods, Pittarosso provides customers with a selection of sports footwear and accessories from leading brands, offering alternatives for those seeking options beyond Decathlon's private labels.
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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Jogging is a physical activity that is usually done outdoors or with the help of a treadmill at home or in a gym. There are no clear distinctions between jogging and running, however, speed can be taken as a distinguishing feature according to one of the most prominent companies, namely Asics. Quind, if a distance of less than 2.5 km is covered at a speed of 10 km/h or slightly more, then, it is jogging. There are other small elements to classify the jogging activity, such as techninca (e.g., less momentum for jogging), and physical exertion (e.g., low or moderate intensity for jogging) [Asics].

The accessories market includes all those garments, accessories, and footwear that are used to perform this type of activity.The most common jogging accessories are:

  • Shorts or leggings;
  • Underwear sportswear;
  • Running shoes;
  • Technical socks;
  • T-shirts made of technical fabric;
  • Technical shoes
  • Electronic products, etc.

Globally, given the increasing popularity of this type of physical activity, the market can be considered to be growing.The market value of sportswear is estimated to grow at a compound annual rate CAGR of 6.9% during the forecast period 2023-2032, reaching $356 billion in 2032.

Jogging is also becoming increasingly popular in Italy, and with it the accessories used to put it on. the sportswear market is expected to grow at a CAGR of 4 percent until 2025. In Italy, the category with the highest value of sales in 2020 was sportswear.

The growth of the market globally, as well as domestically, is driven by consumers' desire to carry out a healthy lifestyle with greater consideration to personal comfort. Innovation has enabled jogging accessories to be adapted to these newer habits. For example, jogging in the past was mainly practiced during the less cold seasons, however, recent technologies have enabled joggers to practice this activity around cities even during winter and beyond .The fabrics most commonly used to produce jogging apparel that is wearable even in winter are polypropylene and merino wool in different percentages depending on the pattern and type of garment. Other important features that joggers, both amateur and experienced, look for a lot are high quality, practicality and breathable capabilities of both garments and footwear .

Among the most famous brands within the Italian market stand out some giants such as Adidas, Nike but we also find some big Italian brands such as Diadora.

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Latest news

Nike and Adidas, declining sales: people like sportswear less - 27/03/2024
  1. **Nike Sponsorship Offer**: Nike has offered 100 million euros to the German soccer federation to become the main and exclusive sponsor.
  2. **Slump In Interest In Sports Apparel**: There has been a noticeable decline in interest in apparel among the priority desires of men and women, spurred by a reflection on clothing habits and an environment of economic restriction.
  3. **Reduction Of Growth Forecasts**: Analysts noted that initial forecasts for 2024-2025 were revised downward by Nike and other major brands.
  4. **Importance of Mergers and Acquisitions**: The importance for companies to strengthen their capital structure through mergers and acquisitions to deal with declining demand is emphasized.
  5. **Eco-Sustainable Orientation**: The trend toward eco-sustainable products is becoming increasingly relevant, both in terms of design and materials.
  6. **Resilience of Nike and Adidas**: Despite revised downward financial targets, giants such as Nike and Adidas continue to receive positive valuations, highlighting their large size as a guarantee of resilience and potential expansion.
  7. **Long-Term Outlook**: Analysts remain confident about the long-term outlook for Nike and Adidas, despite short-term forecasts being affected by declining sales and uncertainties about revenue recovery.
  8. **Beware of E-commerce and Competitive Challenges**: The growth of e-commerce and the decline of shopping malls are among the key factors affecting the performance of the apparel industry.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Zalando Italia
Foot Locker Italia
Decathlon Italie
Puma
Diadora
Mizuno Italia
Adidas Italia
Nike

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