COMPETITIVE LANDSCAPE
adidas and Puma strengthen their positions through marketing and diversification
The sportswear market in Argentina is moderately concentrated, with the top three manufacturers, Adidas Argentina SA, Puma Argentina SA and Nike Argentina SA, holding significant shares in 2025. Adidas Argentina SA is the largest sportswear company with a 28% share, followed by Southbay Srl (Nike's local licensee) with 18%, and Puma Argentina SA with 15%.
New entrants and product launches to shape future competitive dynamics
The sportswear market in Argentina is expected to continue growing, driven by the entry of new international brands and increasing health consciousness. Decathlon is set to enter the market at the end of 2025, which is anticipated to generate significant mobilisation in the industry.
Well-known singers used to market sportswear brands
Due to the increased use of sportswear in everyday life, with the link to sports becoming increasingly tenuous, major sportswear brands have chosen well-known singers to be the face of their brands, taking advantage of their great popularity, especially among younger people who tend to wear this type of casual clothing on a daily basis. Examples of this are Under Armour, which is working with Tini Stoessel, Puma, with Lali Esposito, and Reebok, with Maria Becerra.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sportswear industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sportswear in Argentina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sportswear in Argentina?
- Which are the leading brands in Argentina?
- How are products distributed in Argentina?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Sportswear in Argentina?
- Where is future growth expected to be most dynamic?
Sportswear in Argentina - Category analysis
KEY DATA FINDINGS
International brands and increasing health consciousness boosting sportswear sales
Celebrities boost sportswear sales with fashion appeal
Sports and non-sports footwear drives sportswear sales
Market polarisation affects value sales growth
More informal dressing habits boost sportswear products
Loosening of import restrictions driving the current development of the domestic sportswear market
New international brands and rising health consciousness to drive growth
Sports and non-sports footwear remains dominant, driven by fashion appeal
Market polarisation and e-commerce growth shaping the industry’s future
adidas and Puma strengthen their positions through marketing and diversification
New entrants and product launches to shape future competitive dynamics
Well-known singers used to market sportswear brands
Dabra Group and its brands drive sales through apparel and footwear specialists
E-commerce the fastest-growing distribution channel
Market polarisation and e-commerce growth shaping the industry future
Major brands drive innovation with imported products
Online channel an increasingly important distribution platform
Apparel and Footwear in Argentina - Industry Overview
EXECUTIVE SUMMARY
Economic downturn impacts sales of non-essential fashion items
Apparel dominates volume sales, but footwear leads in value terms
Discount campaigns drive sales amid market polarisation
All categories hit by the difficult economic backdrop
Reduced import tariffs help open up the market to more international brands and products
Trend towards more casual clothing continues to be seen post-pandemic
New international brands enter local market
Apparel remains the largest category in volume terms
Promotions and digital marketing drive future growth
adidas Argentina SA maintains its lead amid economic challenges
No significant mergers, acquisitions or new launches
Limited presence of luxury brands
Apparel and footwear specialists drive sales through omnichannel retailing
E-commerce continues emerging as a key channel with discounts and promotions
Trends shaping the retail environment through promotions and digital marketing
Tariffs drive innovation in product design and functionality
Casual wear dominates apparel and footwear collections
Increased competition driving growth and innovation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sportswear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sportswear research and analysis database.
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