Zalando: sportswear brings together motivation, personal growth and identity

According to research commissioned by Zalando from the independent institute YouGov,sportswear has become a fundamental element of motivation, personal growth and identity.

The analysis shows that 67% of Italians associate thepurchase of sportswear with starting a new journey or achieving a personal goal. Summer represents a season of freedom, movement and outdoor activities: from running to surfing, swimming to mountain hiking, and even outdoor yoga and Pilates, this time of year encourages people to break out of their usual sporting routine and try new disciplines. As September approaches and everyday life resumes, the challenge becomes turning these experiences into lasting habits; it is precisely during this phase of new beginnings that sportswear takes on an increasingly central role in everyday life and in the well-being of individuals.

The impact of sportswear on mindset and self-esteem

The study highlights how the benefits of sportswear go far beyond physical performance, significantly influencing mindset and self-esteem. More than 6 Italians out of 10 (62%) in fact say that wearing the right sportswear increases self-confidence and helps express personal style; a proportion that rises to 71% among Millennials and 78% among those who exercise several times a week.

Turning to performance and motivation, two key elements for success in sport, sportswear is also seen to play an important role in this respect: 56% of respondents recognise its positive impact, with 38% highlighting its psychological benefits and 18% believing that it improves both motivation and physical performance. In addition, 47% say that wearing technical garments has a positive impact on their mental preparation and productivity when facing everyday challenges, a proportion that reaches 67% among younger people.

When it comes to selecting a sports outfit, comfort is the main criterion for almost half of Italians (46%), a proportion that rises to 51% among those who exercise several times a week; this is followed by the ability of garments to make people feel confident and motivated, cited by 21% of the sample and 28% of Gen Z. It is among younger people in particular that greater attention is paid to the identity value of sportswear: 12% of Gen Z members consider sportswear a tool for communicating personality, values and self-image.

Sportswear is redefining the boundaries of traditional fashion

Another interesting finding from the research concerns the way sportswear is also becoming established outside contexts strictly related to training, increasingly becoming an integral part of everyday style. According to the research findings, 43% of respondents believe that wearing sportswear in everyday life can challenge traditional clothing codes, a perception that is even more pronounced among Gen Z (57%), who see fashion as a space for free and personal expression.

“For consumers, and Gen Z in particular, sportswear has become another element of their personal style”, explains Eloisa Siclari, General Manager Southern Europe at Zalando. “Gen Z is increasingly looking for opportunities to connect in real life, moving away from digital isolation: running clubs are a perfect example. For younger generations, sport goes beyond competition and physical activity: it becomes a tool for building their identity, expressing their values and feeling part of a community. Young consumers expect sports brands not only to be functional, but also to enable them to identify with their values and lifestyle”.

Beyond price

Although price continues to be the main factor when making a choice for almost 2 Italians out of 3, consumers are increasingly placing importance on style (32%), brand reputation (22%) and technical performance of products (20%); among those who exercise regularly, style rises to 38%, while technical performance reaches 27%.

“For Zalando customers, sport has now become an integral part of their daily lives. This is also confirmed by our internal data: more than85% of our European customers say they exercise weekly and, in Italy in particular, the sports category is among the best-performing. This growth is driven by greater attention to well-being and new lifestyles. There is also growing demand for technical, high-quality sports products: in 2021, the share of running shoes priced above €100 accounted for approximately 35% of sales on Zalando; today it exceeds 70% — a clear sign that customers are looking for innovation and quality. To meet this need, we are developing the “Worlds of Sport”, dedicated hubs where customers can find inspiration and personalised advice based on their needs”, adds Eloisa Siclari.

AI and virtual try-on: the future of sportswear shopping

Inspiration for purchasing sportswear is increasingly digital: e-commerce platforms lead the way (19%), followed by friends and acquaintances met at the gym (18%) and social media and fitness creators (16%).

Digital tools such asAI and virtual try-on, are also becoming increasingly important: 35% of respondents say they are interested in using them to choose the sportswear best suited to their body shape and needs, while 12% believe they could significantly improve the online shopping experience; younger generations are more open to this, reaching 49% of Gen Z and 43% of Millennials.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.