The sportswear market | Germany

1.1 Introduction

The sportswear market refers to all the clothing products designed for athletes. It includes all kinds of products, whether it's running, tennis, horse riding, golf, or soccer. There are as many market segments as there are sports. There are therefore numerous and diverse firms trusting the market, and competition is fierce.

The sportswear market is booming. Demand for sportswear has been rising steadily in recent years, and consumers are increasingly looking for top-of-the-range products to pursue their physical trainings and activities in optimal conditions. This market has grown at a 7% rate per year over the past 2 years and is forecast to continue growing. This market continues to be deeply impacted by global sporting events. For example, during the soccer World Cup, sales of sportswear for soccer increased.

The German sportswear market is one of the most developed in Europe. The German population has followed a global trend that has led to a growing awareness among individuals of the positive impact of regular physical activity on health. Athletic physiques are becoming more and more fashionable in Germany. Ecology also plays a role in German consumers' choice of sportswear brands. They are increasingly looking for sustainable, environmentally-friendly clothing that is ethically produced. The most regular customers in this market are health-conscious young people with a passion for sports. But this market also caters to older people who train to remain fit.

The companies with the strongest market presence in Germany are Puma and Adidas. Nike is also a major figure in this market. New local brands offering ethical and sustainable sportswear are also making progress, setting themselves apart from giants such as Nike, which have often been singled out as being among the brands that exploit vulnerable populations.

The latest developments in the German sportswear market, therefore, show that certain aspects are crucial for new companies wishing to join this market:

• Recycled and sustainable materials are in high demand,
• Personalization of sportswear is very important to customers,
• The pandemic has made sports habits evolve widely, leading Germans to train at home way more often.