• Sportswear: most popular brands Germany 2020

adidas was the most popular sports and swimwear brand in Germany in 2020, based on purchases made by customers in the last 12 months at the time of the evaluation. That year, almost 21.9 percent of respondents had bought adidas products. Nike and Puma rounded up the top three. adidas was also the leading brand in previous years.

If the shoe fits

adidas was founded in Germany and its history now spans over a century. With its roots going back to sports shoes, many will still first think of the adidas sneakers when coming across the brand. In fact, in rankings of specifically sports shoe brands in Germany, adidas also came first. The company has long since expanded its business to outside of Germany and conquered the global market. The adidas online shop is also ranked among the most successful 100 e-commerce retailers in Germany.

COVID-19 losses

There may have been expectations that online shopping as a whole would save brands from financial losses after the coronavirus (COVID-19) pandemic introduced massive limitations to daily consumer life outside of the home, with retail establishments being closed for as long as six weeks in Germany. However, adidas reported lower net profits and sales in the first quarter of 2020. The company had 1,333 concept stores worldwide as of 2019.

Ranking of the most popular sportswear and swimwear brands (purchase in the last 12 months) in Germany from 2017 to 2020

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Release date

November 2020

More information

Region

Germany

Survey time period

2017 to 2020

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

* First included in 2017.
*** Starting 2018 not asked.
** First included in 2019.

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2017: 23,106 respondents, projected base of 70.09 million people
2018: 23,086 respondents, projected base of 70.45 million people
2019: 23,120 respondents, projected base of 70.60 million people
2020: 23,138 respondents, projected base of 70.63 million people

The figures refer to the following studies:
2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021 .

You can find more information on the methodology of the study here. Multiple answers were possible. Percentage points can therefore exceed 100 percent.

The question was phrased by the source as follows: "Which brands of sportswear or swimwear have you purchased in the last twelve months?" (Original German question: "Von welcher/n der folgenden Marken haben Sie in den letzten zwölf Monaten Sportbekleidung/Badebekleidung gekauft?")