The European sporting goods industry, valued at €80 billion, is experiencing steady growth, with a projected CAGR of 4-6% to 2029 [1]. The sector further plays an important role in facilitating health and wellness by encouraging active lifestyles and supporting public health goals.

Key Influences: 

• Segment Evolution: Product mix is shifting from traditional performance gear to lifestyle-focused products that support, overall wellbeing and prevention, with everyday activities, such as running, cycling, and gym use.  
• Omnichannel Strategies: Brands are settling into balanced omnichannel approaches, integrating direct-to-consumer (D2C), wholesale, and retail partnerships for greater impact and flexibility.
• Sport-Entertainment Convergence: The intersection of sport and entertainment is accelerating, with brands investing in gaming, connected fitness, and immersive retail experiences, to ultimately redefine consumer engagement. 
• AI Transformation:  AI is reshaping the industry by improving product design, streamlining inventory, and enabling deeper personalisation, especially when combined with the use of wearables.
• Sustainability:  Despite political headwinds, ESG remains an important consideration for consumers, particularly for brands positioning themselves in the outdoor segment where topics such as second-life concepts and circular models are especially relevant.
• House-of-Brands Model: Multi-brand platforms are gaining appeal for their scalability and resilience, through leveraging shared infrastructure to drive efficiency, while catering to diverse consumer needs.

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Sources:

[1] Statista Insights, A&M research