Decathlon, the king of sporting goods retailAlthough Decathlon was the third leading global sporting goods company based on revenue right after Nike and Adidas, the legends in the industry, the French retailer did not succeed in some countries it entered. But in Spain, Decathlon is well positioned as the leading sporting goods retailer.
Decathlon started its journey in Spain in 1992, the year Barcelona hosted the Olympic Games, and opened its first store in Badalona. Now, Spain is the third-largest market for the sporting equipment retailer, only behind France and China, and Decathlon revenue in Spain has been consistently increasing, reaching an all-time high in 2021.
Moreover, Decathlon is becoming one of the leading companies of sporting goods retailer in e-commerce in Spain. In 2019, Decathlon had a revenue of over 308 million euros in that distribution channel and held the lead over Adidas.
Adidas, the preferred sports brand in SpainIn terms of sports brands, Adidas dominates the Spanish sporting equipment market. The German brand had a sales value of more than 474 million euros in 2019, which was higher than that of Puma and Nike's Spanish subsidiary, American Nike.
One of the reasons Spanish consumers prefer Adidas over other sports brands is its commercial and marketing success. Indeed, Adidas is the sports brand with the most followers on Twitter in Spain, and it is the sports brand that outfits several teams in the Spanish top tier league, such as Real Madrid.