The situation of Italy's sporting goods industry is improving, and the industry is mainly investing in innovation, internationalization and digitalization. This is what emerged from the recent General Assembly of Assosport, the Italian sporting goods industry association, which was held in Vicenza on June 29. The industry is worth €8.6 billion, according to the estimates by NPD (2015). Export accounts for 78 percent of the turnover, and the share of exports keeps increasing year after year, the association said. Counterfeiting remains one of the most critical issues, although the industry can now rely on new digital technologies that help tackling the phenomenon on the web. According to the National Observatory “Digitale e Sport,” 80 percent of the companies in Italy's sporting goods industry are currently investing in digital technologies, which help manage all aspects of their operations, from marketing to logistics, production and sales.

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