Women’s contribution to the sports brand’s sales has shot up. Brands such as Nike, Reebok, Adidas, and Puma have seen a rise in sales due to increasing participation of women in sports and other activities such as running, yoga, pilates, and Zumba.
German sportswear brand Puma reported a 10 per cent increase in its annual sales of women’s sportwear from a few years ago. The segment is growing at a rate of 30 per cent for the brand, of which women’s sports shoes are growing by 35 per cent.
Women’s running shoes now make up about 22 per cent of the sales of Japanese sportswear company Asics compared to 12 per cent a few years ag0. Earlier the company offered limited sports apparel for women but has off-late added sports bras because of rising demand.
Abhishek Ganguly, Managing Director of Puma India reveals there’s been a big change in the confidence and belief among Indian women. Today, consumers are more aware of their specific needs. Sharad Singla, Brand Marketing Director of Adidas India seconds this opinion and points out, women are opting for different footwear for marathons, leisure runs and daily runs as they have become more aware.
Women also often inspire each other and create group behavior. Group classes in various forms of fitness activities like aerobics, Zumba, calisthenics, yoga, pilates, dance fitness is growing phenomenally amid women. The proportion of women in the full marathon in Mumbai and the half in Delhi has been touching the 25 per cent mark, says sports and event management company Procam.