COMPETITIVE LANDSCAPE
Global brands maintain their lead, with concentration increasing
Sportswear in Nigeria has a concentrated competitive landscape, with global brands adidas and Nike maintaining their strong lead due to brand loyalty, marketing activities, and wide visibility through their own brand stores and a large range of apparel and footwear specialists. In 2025, adidas Group held a 51% share of retail value sales, whilst Nike Inc held 13%, with sales becoming more concentrated among these two players over the period from 2020 to 2025.
The leader strategically expands despite growing competition from younger brands
While weak economic conditions in 2025 continued to drive many consumers towards low-cost sportswear options, including second-hand and counterfeit products, leading global brands maintained a strong presence through store openings and marketing activity. The leading brand in sportswear, adidas, strengthened its position in 2025 through creative products that infuse local styles, wide availability across retailers, and a broad product range offering price variety.
Local and emerging brands reshape the competition
Despite the strength of adidas and Nike, the growth of local brands was a notable trend in 2025, particularly in the athleisure and activewear segments, as they offer creative designs with a focus on inclusivity and relevance to local tastes and sizes. Within sports footwear, Keexs and AFA Sports are performing well, as their local production gives them an edge over imports.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- 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 Nigeria?
- Where is future growth expected to be most dynamic?
Sportswear in Nigeria - Category analysis
KEY DATA FINDINGS
Sportswear sees strong value growth in 2025 and has promising growth potential
Economic recovery drives market polarisation as local brands fuel innovation
Sustainability and inclusivity drive sales growth for sportswear
Sportswear expected to grow as the economy recovers
Brands set to capitalise as consumers prioritise comfort
Health-conscious consumers expected to drive growth for local sportswear brands
Global brands maintain their lead, with concentration increasing
The leader strategically expands despite growing competition from younger brands
Local and emerging brands reshape the competition
Apparel and footwear specialists and sports goods stores dominate sales of sportswear
Retail e-commerce gains traction thanks to local brands
Apparel and Footwear in Nigeria - Industry Overview
Growth for apparel and footwear amid e-commerce expansion and local brand emergence
Improved performance driven by price stabilisation and essential demand
Market polarisation, with cheap imported brands and local luxury brands performing well
Local premium brands offer a modern twist on ethnic clothing
Tariffs and supply chain disruptions influence dynamics
Local brands and population growth to drive expansion
Modern retail and local production set to boost sales of apparel
E-commerce and sustainability expected to drive growth
Movements in the competitive landscape, while high fragmentation remains
Emerging players and e-commerce to shape future dynamics
Offline specialist retailers dominate sales of apparel and footwear
Retail e-commerce is the fastest growing channel
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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