COMPETITIVE LANDSCAPE
adidas and Nike lead sportswear with strong brand loyalty and wide distribution
Sportswear in Denmark is concentrated, with adidas and Nike holding significant shares. In 2025, adidas Danmark A/S overtook Nike Denmark ApS to take the lead in sportswear, reaching an 11% retail value share, while Nike held a 10% share.
Market polarisation accelerated by new entrants
Despite Denmark's relatively strong economy, sportswear is experiencing market polarisation. A substantial segment of price-sensitive consumers is increasingly turning to private label and fast fashion brands to manage economic concerns.
Growth opportunities for companies by focusing on specific areas
With no mergers or acquisitions seen in sportswear in 2025, or anticipated in the early forecast period, this stability presents opportunities for businesses to focus on specific areas for growth, to take advantage of the anticipated solid rise in value sales in the forecast period. For instance, the integration of sustainability could be one area for development for sportswear companies, as consumers become increasingly aware of the environmental impact of their purchasing decisions.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
- Which are the leading brands in Denmark?
- How are products distributed in Denmark?
- 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 Denmark?
- Where is future growth expected to be most dynamic?
Sportswear in Denmark - Category analysis
KEY DATA FINDINGS
Sportswear sees growth, driven by health and wellness trend and sustainability
Strong demand for sportswear, driven by positive economy and health and wellness trend
Sustainability and inclusivity trend shapes sportswear dynamics
Product development and retail of sportswear enhanced by integration of technology
Economic growth and health trend to boost sales of sportswear
Demand for sustainable products, including second-hand options, expected to increase
Technological integration will transform sportswear experiences
adidas and Nike lead sportswear with strong brand loyalty and wide distribution
Market polarisation accelerated by new entrants
Growth opportunities for companies by focusing on specific areas
Physical retail maintains dominance despite store closures and online competition
Retail e-commerce gains traction as consumers value the convenience of shopping online
Apparel and Footwear in Denmark - Industry Overview
Sustainable innovation and strategic investment drive steady growth in apparel and footwear
Continued slow and stable value growth as economic indicators are positive
Sustainability and inclusivity trend shapes consumer behaviour
Resale and rental services gain traction in apparel and footwear
Strong economy to fuel premiumisation, although some consumers will remain cautious
Demand for sustainability expected to impact apparel and footwear
Retail e-commerce set to outpace offline retail as the digital competition intensifies
Bestseller and H&M maintain their lead through sustainability and e-commerce
The squeezed middle: Danish mid-market retailers falter amidst economic divide
Opportunities for growth remain for new and existing companies
Demand for experiences sustains offline retail dominance, but challenge from e-commerce
Retail e-commerce gains traction as consumers value its convenience and pricing
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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