The Sportswear Industry in 2021, COVID19 Impacts on Consumption
& Digital Stakes
As several publishers indicate: the industry has moved to a next “normal”. One where focusing on long-term D2C strategies through omnichannel experiences has become a matter of “How?” rather than a matter of “When?”. When we think of the Sportswear industry during such a challenging time, we tend to rapidly reason that it has plummeted: gyms are closed, sports events are rare (if not totally cancelled), team sport trainings are suspended… And so the industry did plummet. Still, just for a brief moment: Sportswear companies actually ended up being more resilient than the rest of the apparel industry – the industry outperformed both its market capitalization pre-crisis and other apparel industries, and still continues to outperform.