The sports industry experienced a correction after the pandemic. Sports chains reported a 3.9 percent decline in sales for 2024. Running and outdoor activities are trending.
In the second quarter of 2025, sports chains Sport1, Intersport, Anton Sport, Löplabbet (Sport Holding), XXL, Stadion, Obs! and Stadium Outlet sold sports equipment worth NOK 3.2 billion (€273m), which is 5.8 percent more than in the same period last year. Thus, the first half of the year is up 4.8 percent compared to the previous year.
The sports industry experienced a correction after the pandemic. Sports chains reported a 3.9 percent decline in sales for 2024. People are eager to see how 2025 will turn out. Sports chains sold sports equipment worth NOK 6 billion over the counter in the first half of 2025, compared to just over NOK 5.7 billion in the first half of 2024. This represents growth of 4.8 percent, says Trond Evald Hansen, CEO of the Norwegian Sports Industry Association. “After a long period that has been challenging for many in the sports industry, it is now good to be able to report good sales growth,” he continues.
Increased purchasing power in Norway
Norwegians with bank loans are still feeling the effects of high interest rates, while Norwegians on vacation abroad are feeling the weakening value of the Norwegian krone. Despite this, good wage settlements have given Norwegians a better real economy, and there has been an upturn in retail trade and in competitive industries. The first half of 2025 shows stronger growth in the mainland economy than we have seen in quite some time: “There has been an upturn in retail trade and in competitive industries such as manufacturing, aquaculture, and tourism,” says Pål Sletten, section head for national accounts at Statistics Norway.
Nordea confirms this and notes that households gained purchasing power in 2025 because wage growth exceeded price growth. Low unemployment and expectations of interest rate cuts have also contributed to a positive economic climate.
Sales of children’s bicycles have increased
Bicycles are an important category in the sports industry. In 2024, bicycle sales were roughly the same as in 2023, with the Norwegian Sports Industry Association estimating sales at approximately 260,000 bicycles. This is well behind the record year of 2020, when over 400,000 bicycles were sold. During the second quarter, when demand for bicycles is highest, many reported a nice increase in sales of children’s and other bicycles. More people are buying “gravel bikes,” which have a racing bike frame geometry with drop handlebars, but with thicker tires, wheels and frames. All sports chains report strong summer sales (July and August).
Running is a megatrend
Once again, sales records are being set for running shoes, according to reports from specialty retailers with a strong focus on running. The “typical” avid runner used to be over 30 years old. Now, however, there are far more teenagers and twenty-somethings driving the running wave, in addition to those who use running as an effective way to stay in shape.
Many still compete with carbon running shoes, setting records, but the trend is toward the joy of running and community. Running shoes have evolved with the addition of carbon plates and midsoles, providing enhanced propulsion and cushioning. There’s now a counterbalance to the carbon shoe wave. New models are launching with midsoles and fits providing a good running experience. The new shoes are gentler on the legs and help reduce the risk of injury.
There has been an increase in outdoor activities in Norway
Norway has experienced a significant increase in tourism compared to 2024, with an influx of both foreign and domestic tourists. The weak Norwegian krone and the country’s natural attractions and cultural offerings are cited as key reasons for this growth.
Many people planned and took summer vacations in Norway this year. The outdoor recreation category performed well, with significant contributions to the quarter’s strong growth from fishing equipment, shell jackets, wool underwear, hiking boots, sleeping bags and so on.
The lovely bathing water and water sports
The third quarter shows signs of continued progress for the sports industry. Several retailers report good summer sales, and Norwegians have been going swimming and enjoying water sports due to the nice weather. There are reports of good availability in virtually all product categories. The large outdoor category is expected to pick up towards the autumn holidays.
