COMPETITIVE LANDSCAPE
Leading brands maintain their positions through innovation and strong presence
The sportswear market in Turkey is relatively concentrated, with the top two players, adidas and Nike, holding significant shares. In 2025, adidas held a 24% share, with Nike on 20%.
Regulatory changes and innovation to shape future opportunities
The sportswear market in Turkey is expected to continue growing, driven by increasing health and wellness trends and the demand for versatile sportswear. The new customs law introduced in August 2024, which includes changes such as reducing the individual shopping limit for overseas express cargo or postal items from EUR150 to EUR30 and increasing customs duties, is likely to impact the competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- 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 Turkey?
- Where is future growth expected to be most dynamic?
Sportswear in Turkey - Category analysis
KEY DATA FINDINGS
Popularity of athleisurewear and heath trend help drive sportswear sales
Consumers drive demand for versatile sportswear
Footwear outperforming apparel in sportwear in 2025
E-commerce and digitalisation fuel sportswear demand
Sustainable innovation to drive sportswear growth in turkey
Footwear growth to outpace apparel performance
E-commerce and digitalisation to continue fuelling demand
Leading brands maintain their positions through innovation and strong presence
Regulatory changes and innovation to shape future opportunities
Sports good stores dominate sportswear sales
Retail e-commerce grows steadily despite offline dominance
Technological advancements drive sportswear innovation
Lifestyle changes fuel demand for versatile sportswear
Skechers shows a broader industry shift towards integrating technology and innovative materials
Apparel and Footwear in Turkey - Industry Overview
Tourists helping to drive growth in the Turkish apparel and footwear market
Luxury hospitality drives sales through immersive experiences
Apparel dominates sales with steady demand
Tourism and consumer confidence drive market growth
Local brands and sustainability drive future growth
Diverse and inclusive fashion lines gain traction
Sustainability and technology shape the industry’s future
Local giants maintain lead through omnichannel expansion
No significant mergers or new product launches
Mavi tapping into sustainability
Offline retail dominates sales through strong presence of domestic players
Retail e-commerce drives growth with convenience and technology
Discount chains gain traction with private label products
Brands emphasise comfort and functionality in product design
Local and international brands drive innovation through strategic launches
Omnichannel strategies enhance shopping experience and drive sales
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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