the sports goods market

Update 31/10/2019


1.1 Overview and definition of the sporting goods market

A sports item can be defined as equipment used to practice a sport . It can be clothing (shoes, jerseys...), equipment (tennis rackets, soccer balls, handballs...) or even machines, especially those used for weight training (rowers or mats for example). It is necessary to distinguish two aspects, the manufacture and distribution of sports equipment The study will focus on the distribution of these products while giving the main specificities of the manufacture of sporting goods in Portugal.

Care must be taken to distinguish the sporting article from the sporting equipment, the latter designating an arrangement or structure that allows the practice of one or more sports.

Nevertheless, the sportswear clothes whose style has been designed in the United States, can be considered as a sports item although this is more of a clothing trend than real articles developed for sports practice.

In a market once made up of small family businesses, the last few decades have definitively changed the established order. Production is no longer the same, transformed by technological innovations, globalization and large companies, such as JD Sports or Décathlon, which have control over the distribution of sports products. In addition, more and more startups are trying to make the most of a high-potential market.

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Henrique Rey Zaluar

Henrique Rey Zaluar


Jules Decour

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