COMPETITIVE LANDSCAPE
Global giants lead with wide variety and strong investments
Sportswear in Italy remained highly competitive in 2025, with adidas Italy Spa gaining leadership from fellow global giant Nike Italia Srl to hold 14% and 13% value share, respectively. They were followed by Decathlon Italia Srl with 9% share.
Smaller brands turn to sponsorships and collaborations to grow awareness
Sponsorships and collaborations are playing an increasingly influential role in shaping sportswear in Italy. They enable brands to connect directly with their core audiences through highprofile teams, athletes, and communityrelevant partnerships.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy?
- Where is future growth expected to be most dynamic?
Sportswear in Italy - Category analysis
KEY DATA FINDINGS
Sportswear growth strengthened by focus on fitness and wellbeing
Sportswear records positive growth amidst fitness and wellness boom
Diversifying product offerings to counter market polarisation
Inclusivity and local engagement become a strategic pillar
Eco-friendly practices will become increasingly important differentiators
Digital sector will transform how companies engage with consumers
Technological integration expected to drive future growth
Global giants lead with wide variety and strong investments
Smaller brands turn to sponsorships and collaborations to grow awareness
Apparel and footwear specialists leads sportswear distribution
Retail e-commerce gains traction with consumers seeking convenience
Apparel and Footwear in Italy - Industry Overview
Polarised spending and sustainable shifts shape apparel and footwear
Households remain cautious despite easing economic pressures
Diverging category dynamics define apparel and footwear
Circular business models gain traction with the introduction of specialist platforms
Ultra-value and premium players to drive further market polarisation
Tourism and lifestyle trends will drive experiential retail
Sustainability to become a competitive strategy
Fragmented competitive landscape as leading brands face market polarisation
Consolidation shapes the competitive landscape
Emerging players gain momentum through distinct propositions
Apparel and footwear specialists lead distribution in 2025
Retail e-commerce continues to grow in apparel and footwear
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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