Assosport, the Italian sporting goods industry association, has emphasized the importance of the Games for the industry, despite the restrictions due to the Covid-19 pandemic, notably the absence of spectators at the events. The Olympics nevertheless provide a special showcase for companies to present their products to the rest of the world, Assosport said, and an opportunity for stronger commercial relations with the businesses of the host country, in this case, Japan. For example, the climbing segment, which benefits from the debut of the sport at the Games, still has great expectations, according to the trade body.
Exports to Japan, which had constantly been growing since 2014, suffered a 20 percent decline in 2020 due to the pandemic. In 2019, before Covid-19, exports to Japan were worth €124 million and marked a 20.5 percent increase from 2018 (source: Italian Trade Agency).
Japanese consumers have a special interest in outdoor activities and related products, said Anna Ferrino, president of Assosport. Athleisure and the “2-mile wear” constitute another leading trend. The 2-mile wear trend refers to the possibility for consumers to wear the same clothes within a 2-mile radius of their house.
Assosport represents 120 Italian companies and more than 300 brands with combined revenues of nearly $5 billion.
