Sportswear brands like Adidas and Puma seek to take advantage of a flirtation with soccer by the fashion world. The German companies, which have long battled for top billing in the global market for soccer shoes and equipment, are trying to reach a new customer base that is not just interested in athletic performance but also sees the sport as a way to express their personalities.
The brands have a unique opportunity to tap into the game’s popularity at a time when fashion is moving toward streetwear and sneakers, and the sport is growing in esteem among young consumers. This market has historically favored Nike and other rivals.
Amid this football fashion moment, the two companies are working to expand their apparel offerings, with each leveraging its relationship with major clubs and the popularity of stars who play for them to boost sales. They also focus on partnering with other fashion influencers who can help them spread the word.
Both companies are looking for a boost in demand, building partly on this summer’s successful Women’s World Cup that has spotlighted the sport. The event has generated a small bump in the sales of replica jerseys and is credited with helping the sport grow globally.
Adidas is betting that a boost in demand can help it catch up to Nike in the global market for soccer clothing, shoes, and equipment, which has roughly doubled since 1999 to over $12.8 billion, according to industry research firm GlobalData. In the past, Nike has dominated the business, with a dominance built in part on a strong association with the game and the company’s early sponsorship of players.
Puma, founded in 1948 by Rudolf Dassler, the younger brother of Adidas founder Adolf Dassler, is trying to boost its brand image, especially among female shoppers. The company has partnered with celebrities such as Rihanna and Selena Gomez for collections that mix high-performance athletic gear with styles more associated with casual fashion, such as crop tops and dresses.
In the coming months, PUMA plans to release a line aimed at fans of Arsenal, Bayern Munich, Juventus, and Manchester United, with shirts, hats, and other accessories that blend soccer’s team colors with a fashion-forward look. The company is also expanding its partnership with MLS to include an exclusive collection of merchandise based on the league’s most famous clubs, each supplying its logo and colors.
