The global sports apparel market expanded by 8.1 percent in terms of dollars at the wholesale level in 2011, according to an annual study by Sporting Goods Intelligence, and the growth was even lower in local currencies. It was lower in contrast with the previously reported increase of 13.2 percent in the athletic footwear market and the even higher increase recorded for the rugged outdoor footwear market (see the next article in this issue).
In all these three segments of the market, the growth was boosted by price increases and by the devaluation of the dollar against the euro and other major currencies. Our data, some of which are based on input from management or on industry estimates, are all expressed in U.S. dollars based on the average exchange rate calculated by the OECD for each year.
Listed on the chart on page 3, the figures of the major companies cover only their invoiced apparel sales, which concern mostly the sell-in at wholesale, besides some turnover from own retail. The market performed less well at retail because of unseasonable weather patterns, and this will no doubt be reflected in SGI’s wholesale figures for this year.
Sales of sports clothing rose faster in the U.S. and in the Asia-Pacific area than in Europe. They grew by 9.4 percent to $30.3 billion in the U.S., where the market was led by Nike and VF Corporation. Sales grew by only 2.7 percent in Europe to $19.1 billion in terms of dollars, indicating a decline in local currencies and in volume. They rose by 10.7 percent to $15.1 billion to $15.1 billion in the Asia-Pacific region and by 14.0 percent to $5.2 billion in other markets.
The Adidas Group remained the world’s largest supplier and its market share went up to 11.5 percent, with strong double-digit gains in Europe and Asia-Pacific. The top 25 companies grew together by 14.1 percent, compared with an estimated increase of only 1.9 percent for the others, and only three of them are based in Europe. Under Armour and Descente grew beyond the $1 billion barrier for the first time.
It is not sure whether the Euro 2012 football championships and the Olympic Games are going to do much to help the European sports apparel market to recover this year, in view of the weather and the economy. Including other types of clothing, the European Union imported 12 percent less apparel in the first quarter of 2012 than in the same period of 2011.
