Sports Apparel Preferences Research: Annual Spending Averaged 7 Thousand 655 TL

The Sports Apparel Preferences Research, conducted by Twentify for Marketing Türkiye, revealed that consumers view athletic clothing as an indispensable element of daily life. According to the research, annual average spending reaches 7 thousand 655 TL, while market dynamics are determined by quality, comfort, and multi-brand usage.

Sportswear as a Lifestyle

The shift towards comfort and functionality in the apparel sector has become permanent. Recent research confirms that athletic clothing is no longer confined solely to workout sessions, having transformed into a broad lifestyle domain that combines daily comfort and style needs.

Active Lifestyle and Shopping Baskets

While 74% of participants stated walking is the most common activity, 85% exercise at least 2 to 3 times a week. The rate of making ready-to-wear purchases in the last six months reached 100%, and the backbone of this basket consists of hybrid style products such as sweatpants, sweatshirts, and sneakers.

Shopping Rhythm and Triggers

Sports apparel shopping is spread throughout the year, with 49% of consumers shopping once a month or more frequently. The strongest trigger for shopping is campaigns and discounts at 65%, while the need for daily casual wear directly supports this process at a rate of 64%.

The Place of Digital and Physical Channels

In the purchasing journey, marketplace applications stand out with a 63% usage rate, while sports brands' own stores rank second with a 55% usage rate. Online user reviews rank first as an information source with a rate of 50%.

Quality and Multi-Brand Preference

For consumers, the duo of quality and comfort is the most important balancing element at 65%, while those allocating a budget of 10 thousand TL and above to annual spending hold a 33% share. The market does not focus on a single brand, progressing instead through the use of multiple brands such as adidas, Nike, Decathlon, Puma, and LCW.