COMPETITIVE LANDSCAPE
Global giants lead as niche players gain traction
Sportswear in Hungary showed high concentration, with the top three manufacturers, Tízpróba Magyarország, Nike and adidas Budapest, holding a combined retail value share of 59% in 2025. Tízpróba Magyarország led with a 24% share, followed by Nike (19%) and adidas Budapest (16%).
Innovative launches and local production drive growth opportunities
Notable and innovative new product launches in 2025 included Skechers's Aero running shoe line, which includes the Aero Burst, Aero Spark and Aero Tempo models, featuring advanced technology, such as Goodyear rubber and carbon-infused H-plate. This collection is a strategic move to capture the upper segment of Hungary's increasingly polarised sportswear market.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Hungary 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 Hungary, 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 Hungary 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 Hungary?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- 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 Hungary?
- Where is future growth expected to be most dynamic?
Sportswear in Hungary - Category analysis
KEY DATA FINDINGS
Sportswear is impacted by tech, production, supply and consumer dynamics
AI and tech innovation drives premiumisation and growth
Nike and Dorko provide innovation in the local space
Tariffs and supply chain challenges spur local production
Sports footwear to continue to close the gap on sports apparel
Technological innovation and sustainability to shape the future
Business impact of key trends
Global giants lead as niche players gain traction
Innovative launches and local production drive growth opportunities
Sports goods stores leverage in-store experiences and expertise to dominate sportswear distribution
GymBeam and BioTechUSA expand into sportswear
Apparel and Footwear in Hungary - Industry Overview
Apparel and footwear retains attractiveness
Premiumisation and downtrading drive sales amidst economic pressures
Lifestyle specialties exert a growing influence on apparel and footwear
Innovative retail experiences fuel dynamic growth in sportswear
Consumers driving polarisation with premium or budget choices
Apparel to maintain largest share as sportswear remains a key growth driver
Digital channels and social media to help shape consumer choices
Strong strategic moves to stay ahead of an intensifying field
Emerging players reshape the competitive landscape
Specialist retailers underpin retail offline’s dominance
Retail e-commerce grows as consumers seek convenience
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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