Sprandi, a once iconic brand in the Russian market, can reportedly resume sales in the country after almost two decades of absence. At the end of 2023, a local wholesale supplier, A Sport, obtained several certificates of conformity from a Russian technical regulator, allowing it to sell sporting shoes under the Sprandi brands in the country. In addition, a Russian company called A Capital has registered the domain name sprandi.ru.
Sprandi enjoyed strong popularity in Russia in the 1990s and early 2000s. A 2003 marketing research conducted by local firm Comcon placed it among the top five most popular sporting brands in the country alongside Adidas, Reebok, Nike and Puma. However, the company pulled out of Russia in the late 2000s following a steep decline in sales and worsening financial performance. This decline was attributed to a combination of factors, including increased competition from international brands, changing consumer preferences, and economic downturns.
Local sources say that the Sprandi comeback makes sense as it aligns with the general trends of the prominent Chinese players trying to take advantage of the current political agenda and partly replace Western brands in the local market.
Sprandi positions itself as an alternative to top brands, but at half the price, while actually belonging to the low and middle price segment, Ilya Komissarov, head of the marketing department of the footwear distributor Lestate, told the local newspaper Kommersant. He assumed that such brands are especially in demand in Russia during crises when the population’s purchasing power falls. This is why Sprandi was so popular in Russia in the late 1990s and early 2000s. Upon its return, Sprandi plans to leverage this positioning as an affordable alternative to top brands with marketing strategies emphasizing its quality and value for money.
Chinese Anta Sport, which owns Sprandi, is already in Russia and runs 30 stores under various banners.
