COMPETITIVE LANDSCAPE
Nike and adidas lead amidst competitive pressures
Sportswear in Portugal remained relatively concentrated in 2025, with Nike Retail BV - Sucursal em Portugal and adidas Portugal - Artigos Desporto SA together accounting for 23% of retail value sales. In 2025, Nike maintained its leadership with a share of 12%, while adidas followed with 11%.
Strategic diversification and niche challengers reshape the sportswear competitive landscape
While Nike maintains its leadership of footwear in Portugal, the competitive environment is diversifying. Brands like On are building niche visibility through targeted marketing, while Vans capitalises on its retro aesthetic and has been expanding its retail presence.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal?
- Where is future growth expected to be most dynamic?
Sportswear in Portugal - Category analysis
KEY DATA FINDINGS
Athleisure and collaborations drive growth in sportswear
Fast fashion brands drive athleisure growth through strategic collaborations
Lifestyle shifts and value-driven competition reshape the sportswear landscape
AI and technical innovation drive performance and sustainability in sportswear
Advanced materials and sustainability to drive sportswear innovation
Blurring lines between performance and fashion expected in sportswear
New players and marketing strategies to intensify the competition
Nike and adidas lead amidst competitive pressures
Strategic diversification and niche challengers reshape the sportswear competitive landscape
Offline retail channels lead sportswear through diversified offerings and best fit
Retail e-commerce grows as consumers value convenience and competitive prices
Apparel and Footwear in Portugal - Industry Overview
Technological advances and value-driven consumption propel growth in apparel and footwear
Low-cost retailers gain prominence amid economic constraints
Tourism drives retail investment and growth in luxury apparel and footwear
Technology boosts efficiency and enhances the customer experience
Economic stabilisation and low-cost brands forecast to drive sustainable growth
The rise of resale will lead to greater competition for the primary market
Sustainability and communication set to shape the future of apparel and footwear
Itx Portugal maintains its lead, but fast fashion players drive growth
Sonae's divestment likely to reshape the competitive dynamics
Offline retail leads, dominated by apparel and footwear specialists
Continued growth for retail e-commerce, with omnichannel retailing a growing trend
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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