The rise of Puma: Puma rises to the second most visited sportswear brand online in Europe

A new study has revealed Europe’s top five most popular sportswear brands.   
 

The study by research analysts at Gambling ‘N Go analysed average monthly traffic to establish which sportswear websites each European Country is visiting the most. They analysed a list of 206 popular sportswear brands against monthly traffic to determine which is the most popular.  

Coming in at number one is Nike, with 33,113,790 monthly traffic visits on average across Europe. Nike was first founded in 1964 and has continued its success ever since, famous for its ‘Just do it’ slogan and for its many collaborations with celebrities across the globe. Teaming up with celebrities, musicians, and sports stars such as Michael B Jordan, Rafael Nadal, Christiano Ronald, Travis Scott and Kanye West.    

Out of the whole of Europe, France had the highest traffic to the Nike website, with an average of 5,725,660 visits a month. France has 54 Nike stores across the country, with the region of Île-de-France having 35% of the stores.    

2. Puma 

Number two on the list is Puma, with 2,289,163 monthly visits on average, which was founded in 1984 in Germany and is the third biggest sports manufacturer in the world and has creative celebrity partnerships with the likes of Rihanna, Kylie Jenner, and Big Sean. As well as sports stars such as Usain Bolt, who signed when he was just 16 years old in 2003 and is considered one of the biggest sponsorship deals for the brand.  

 One of Puma’s most significant monthly website visits in Europe is from Germany, with 297,559 visits on average. There are also 50 Puma stores located across Germany, which calculates to having 40% more stores than France.   

According to Google Trends data, the rise of ‘Puma’ is continuously growing in the past five years worldwide by 34.2%, suggesting Puma’s popularity is increasing year by year.   

In third place is Adidas, with an average of 2,270,036 monthly visits, which was founded in Germany in 1949. Adidas is the largest sportswear manufacturer in Europe and the second largest globally, following Nike. They have sponsorships with some of the biggest names in football, such as David Beckham, Lionel Messi, and Mohamed Salah. However, have hit controversy lately with celebrity endorsements ending relationships with Kanye West and Beyonce.

  The largest Adidas store in the world is located in Berlin, Germany. This store covers an area of over 8,000 square meters and features a wide range of products, including exclusive collaborations and limited-edition products. 

At number four is Converse, with 2,191,531 monthly visits on average, they were first founded in 1908 and were first known for creating one of the most popular basketball shoes, which even includes Converse All-Stars being worn by Team USA in the first-ever Olympic basketball game.   

France has one of the most significant monthly visits to the website in Europe, with 447,169 visits a month on average. Actress Emma Roberts was seen during Paris Fashion Week in March, wearing several pairs of assorted styles of Converse.  

Finally, Europe’s fifth most visited sportswear brand is Decathlon, with 2,091,425 visits a month on average. Founded in 1976 in France, Decathlon is inspired by the belief that the best sports products should be accessible to everyone. Recently, the brand went viral on TikTok as their Quechua jacket worn by rapper Central Cee on the red carpet at the British Fashion Awards, ultimately causing it to sell out.   

France has the most Decathlon stores in Europe, with 340 Decathlon stores across the country. The state with the most significant number of Decathlon locations is Auvergne-Rhône-Alpes, with 49 stores, which is about 14% of all Decathlon stores in France.  

A spokesperson for Gambling ‘N Go commented: “The sportswear industry is a fascinating landscape to watch and monitor, as fashion, sports and celebrities all have huge influence and impact. It is interesting to see Nike is dominating the industry after so many years, with an incredible 30,824,627 more monthly website visits in Europe a month than in second place Puma. It also might surprise some to see Adidas in third spot rather than second place due to its long rivalry with Nike.’   

Table of top 10 sportswear brands average monthly traffic