Sportswear: Which Brands Lead the Market?

In Central America, it is estimated that more than 800,000 people are interested in sports shoes and clothing in the digital environment. Reebok, Under Armour and New Balance are some of the brands that have best positioned themselves in the minds of consumers with high purchasing power.

Tuesday, August 4, 2020

An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in various products, services, store chains, brands and activities.

Below is an extract of the analysis:


In all Central American markets, most of the consumers who have shown interest in sportswear and footwear in the digital environment are men, who to a large extent are located in a demographic range between 19 and 35 years old.




(Word cloud extracted from the report, with details of the positioning of some brands at a regional level).

When analyzing brands related to interest in sportswear, Costa Rican consumers classified as high socioeconomic level, quite often relate Nike, New Balance and Skechers with this type of items. In the case of the Salvadoran market, Adidas and Reebok are among the brands that high-income people associate with the topic.

In the digital environment of Guatemala, Nike, Under Armour and Puma are some of the brands that consumers classified as having a high purchasing power most associate with the sportswear market, while in Honduras, Fila and Nike are two of the brands that people of "medium-high" socioeconomic level most associate with this type of footwear and clothing.

The analysis details that in Panama, some of the brands most positioned for consumers of "medium-high" socioeconomic level are Asics, New Balance and Nike, and in the Nicaraguan market sportswear Fila, Jan Sport and Joma, are among the most monopolized digital interactions of consumers in general.

This summary is only part of a more in-depth analysis that can be developed at the level of each country and each brand, comparing with competitors and segmenting the results by areas, socio-demographic characteristics, purchasing power of individuals, store format, relationship with other terms associated with the product, among other details.

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