Intersport Bets on Football, Outdoor Gear, and Running to Weather Economic Headwinds

Germany’s largest sports retail group, Intersport, is navigating a challenging economic climate marked by dampened consumer spending. Faced with a reluctance among shoppers to make extensive purchases, the company is strategically refocusing its efforts on key themes and trends within the sporting goods market, including football, running, and outdoor activities.

A significant boost is anticipated from the men's World Cup, hosted across the US, Canada, and Mexico from June 11th to July 19th. Intersport CEO Alexander von Preen highlighted the favourable scheduling of the DFB (German Football Association) team’s matches for evening viewing in Germany, predicting a positive impact on engagement. He emphasized the broader societal benefits of football, noting its unique ability to inspire increased participation in sports, particularly among younger demographics, and a potential revival of team sports club memberships.

The company is also leveraging the popularity of national team jerseys, recalling the success of the 2024 European Championship where they sold half a million shirts, including a highly sought-after pink away shirt. The new Adidas home shirt has already exceeded expectations, according to Intersport executive board member Henriette Tesch, with a similarly positive outlook for the upcoming away shirt launch in March.

Currently, Intersport’s strongest performing category is outdoor equipment – encompassing clothing, footwear, and gear for hiking, trekking, and camping. Tesch reported substantial post-pandemic growth in this area, driven by demand for multifunctional clothing and innovative products offering protection from UV rays and insects. This shift reflects a growing consumer focus on health and well-being, prioritizing protection over tanning.

Running is experiencing a notable surge in popularity, fueled by the rise of running communities. Intersport is capitalizing on this trend, observing that people are increasingly participating in running as a social activity rather than solely for competitive performance. With over 3,000 running events annually in Germany, the company is seeing double-digit growth in sales of running shoes, apparel, and related equipment like hydration systems. Events like Hyrox, combining running with workout stations, are also contributing to this momentum.

Intersport is also observing a convergence of sport and fashion, with athletic-inspired clothing becoming commonplace in everyday life. A new trend is emerging: the classic running shoe is gradually replacing the trainer as a popular footwear choice for casual wear. Von Preen noted the increasing visibility of running shoes, with their comfortable cushioning and supportive soles, even in professional settings, predicting a significant boost to sports shoe sales.

As Germany’s largest sports retail group, Intersport operates approximately 1,400 stores nationwide through a network of around 700 retailers, over 400 of which operate under the Intersport brand. The company aims to achieve a turnover of around six billion euros and a market share exceeding 30% by 2030. While turnover for 2023/24 slightly decreased to 3.46 billion euros due to economic conditions, Intersport reported gaining market share and anticipates improved trading for the current financial year. The cooperative does not publicly disclose its profit figures.