The sporting goods industry is a lucrative one in Germany. In 2019, retail sales revenue amounted to 8 billion euros, an increase on the year before. Some of the leading sporting goods companies enjoying success in the retail sector were Decathlon and Foot Locker. The companies that had the most store branches in Germany were Foot Locker and Decathlon. Decathlon is a French company and Foot Locker traces its roots back to the USA.
German sporting goods companies successfully compete on a global level. When looking at the revenue of leading sports brands worldwide, Adidas came in second after Nike. In fact, at home in Germany, Adidas was the most popular choice among consumers buying sports shoes, and the brand’s online store was among the most profitable online sports stores in the country, based on e-commerce sales.
As far as recreational sports or exercise go, Germans mostly participate either several times a week or several times a month. When looking at membership figures for various types of sports, fitness studios were the most popular choice, followed by soccer and gymnastics. Physical activity and exercise go hand in hand with buying the right gear, of course. Revenue from sportswear sales in Germany only grew in recent years, amounting to around 4 billion euros in 2020.
