Sports market

The retailer association Sport 2000 International has coped well with the loss of its licensing partner SDI and is positioning itself for the future. CEO Margit Gosau talks of entering a new stage of development.

Nowadays, reaching and connecting with customers via social media is part of everyday business – for sporting goods brands too. Marketing expert Sascha Liebhardt believes even the big players can learn a thing or two.

The growth rates for large sports companies are much higher in China than anywhere else. Nevertheless, a huge potential is still untapped in the most populated country on Earth. Sascha Schmidt from the WHU – Otto Beisheim School of Management and an expert on China explains how sports companies can conquer the market.

Hardly any other job in the sports business is as diverse as that of a merchandising manager. Anyone with an understanding of business management, knows how the retail trade ticks, understands product management, and can make razor-sharp calculations will have the best career chances. 

The sporting goods group Adidas continues to post significant sales growth in the third quarter of 2017. Adidas is particularly successful in e-commerce and in two regions with strong purchasing power.