Orders keep coming in! Sales of this type of product surged by 640%

In the recent European Cup final, the England women's football team defeated the eight-time champion Germany team to win the first women's football championship in history, which triggered a shopping craze for women's football-related products, and the online sales of women's football equipment products soared by 640%.

According to data released by sporting goods retailer Fanatics, weekly sales of women's football equipment products have tripled compared to usual times since the England women's football team won the European Cup.

It is understood that the last time the English football team won a major tournament was in the 1966 World Cup, when only men were eligible to participate in football matches and women's football was banned in the UK. With the breaking of social barriers and the increase in women's football participation, sales in the women's sportswear market have begun to soar.

In the 2022 Women's European Championship final, Chloe Kelly from England beat Germany 2-1 with an extra-time goal. The final had 90,000 spectators in the stadium and 17.4 million online viewers on the BBC, setting a record for the highest number of viewers for a women's match in the UK.

In the four hours after England won the match , online sales of football-related equipment products such as jerseys , scarves, mugs, etc. on the Fanatics platform soared by about 640%.

It is understood that Fanatics is the world's largest sports licensed merchandise retailer, operates England's official online store, and cooperates with brands such as Adidas and Nike.

Jack Boyle, co-head of global sales at Fanatics, said more women’s football merchandise was sold on the platform in the four hours after the final whistle than in the seven days leading up to the final .

Sports retailers such as Adidas, Nike and U.S. chain Dick's Sporting Goods have been actively preparing more shelf space and inventory for women's equipment products .

According to Adidas' 2021 annual report, Brian Grevy, Adidas' global brand head, listed "sales growth in the women's product business" as his personal bonus criteria. At the same time, the company is working hard to achieve its goal of 10% annual growth in women's product sales .

"In the last two or three years, we've seen Nike and Adidas invest more, especially in women's soccer," said analyst Jessica Ramirez.

According to Euromonitor International, the market for women’s sportswear alone was worth $26.8 billion in 2018, while the overall sportswear market was worth $80.1 billion.

In 2021, global sales of women's sports products on the Fanatics platform increased by 28%.

At present, the craze for women's sports is continuing to heat up, and women's sportswear is one of the mainstream trends in the sportswear market. Sellers can seize this market opportunity.

Sales

Women's football products