COMPETITIVE LANDSCAPE
adidas and lululemon drive polarisation with innovative products
The sportswear market in Germany is moderately concentrated, with the top two brands, adidas Group and Nike Deutschland GmbH, holding significant shares. In 2025, adidas Group maintained its leading position with a 13% share, while Nike Deutschland GmbH held 12%.
Polarisation and innovation create opportunities for businesses
The polarisation trend presents opportunities for businesses that can offer either affordable, sustainable sportswear or high-end, innovative products. The notable expansion of private label products by grocery retailers is expected to continue, catering to price-sensitive consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- 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 Germany?
- Where is future growth expected to be most dynamic?
Sportswear in Germany - Category analysis
KEY DATA FINDINGS
Growing focus on sustainability in an increasingly polarised market
Cautious consumer spending fuels growth in sportswear sales
Sports apparel drives sportswear sales
Polarisation drives demand for affordable sportswear options
Brands invest in technology and sustainability to drive growth
Emerging brands capitalise on demand for elevated sportswear
Price-conscious consumers drive demand for affordable sustainable sportswear
adidas and lululemon drive polarisation with innovative products
Polarisation and innovation create opportunities for businesses
Retail offline retains lead despite e-commerce growth
E-commerce gains traction with technological advancements
Polarisation shaping sportswear distribution in Germany
Sustainability drives innovation in sportswear design
Ai and tech innovation enhance operational efficiency
Apparel and Footwear in Germany - Industry Overview
Resale and rental models become increasingly prominent
Resale and rental models drive sustainable fashion
Apparel demand shaped by preferences for sustainable and affordable fashion
Dynamic growth in resale and rental services
Sustainable practices and technology drive market growth
Apparel offers stable growth prospects
Sportswear emerges as fastest-growing area driven by technology
H&M and C&A maintain lead despite Shein’s growth
Zalando’s acquisition of About You reshapes e-commerce landscape
Retail offline leads apparel and footwear sales despite e-commerce growth
Retail e-commerce drives growth with AI-driven personalisation
AI personalisation tools and virtual try-on bolster appeal of e-commerce
Sustainability drives innovation in product design
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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