While it is likely that e-commerce will maintain growth over the forecast period, a large percentage of local consumers have already returned to shopping in brick and mortar retail outlets as pandemic concerns and restrictions fade. However, given that all leading players (including sports brands and sports goods retailers) have been investing heavily in their e-commerce shops, sales of sportswear through e-commerce will remain significantly higher than at the start of the review period.
Looking ahead, sportswear brands are expected to prioritise e-commerce and own-boutiques and de-invest from wholesale, reducing partnerships with retailers and retaining primarily key accounts, i.e.
Although the share of more niche brands such as Hoka One One and Saucony, is expected to grow within performance footwear, this is unlikely to threaten adidas and Nike, which enjoy stronger brand loyalty and appeal to a broader audience. The competition between the two leading multinational brands is set to become fiercer over the forecast period, with each vying for share.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Sportswear research and analysis database.
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