Sports footwear: most popular brands Germany 2018

The most popular sports shoe brand in Germany, based on the share of purchases made, was adidas. At the same time, almost half of consumers surveyed for this statistic didn’t buy any sports shoes at all within the specified time period.

Best foot forward

adidas is one of the largest corporations in the world and traces its roots back to Germany, where it still has its headquarters. This history also explains the enduring popularity of the brand among German sports shoes buyers in particular. adidas was also the leading choice for consumers in terms of sportswear and swimwear. Competitors Nike and Puma followed closely, both regarding footwear and sportswear.

If the shoe fits

In Germany, it’s been more or less and even split between how much attention consumers pay to the brand and price when buying sports shoes. Purchase numbers further confirm the popularity of adidas when picking an athletic footwear brand. As of 2021, adidas generated around 21.2 billion euros worth of revenue globally.

Ranking of the most popular sports shoes brands (purchase in the last 12 months) in Germany from 2015 to 2018

Characteristic	2015	2016	2017	2018
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Release date

November 2018

More information

Region

Germany

Survey time period

2015 to 2018

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

* From 2018 onwards not included.
** First included in 2017.

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2015: 23,090 respondents, projected base of 69.24 million persons
2016: 23,102 respondents, projected base of 69.56 million persons
2017: 23,106 respondents, projected base of 70.09 million persons
2018: 23,086 respondents, projected base of 70.45 million persons
The figures refer to the following studies:
2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019

You can find more information on the methodology of the study here.
For this question, multiple answers were possible. Percentage points may therefore exceed 100 percent.

The question was phrased by the source as follows: "Which of the following brands of sports shoes have you purchased in the last twelve months?" (Original German question: "Von welcher/n der folgenden Marken haben Sie in den letzten zwölf Monaten Sportschuhe gekauft?")