EM - Intersport sells nearly half a million Euro jerseys
During the Football European Championship in Germany, Intersport sold over 450,000 football jerseys. "That's quite a number. We haven't had that in the last twelve years, which I can recall," said Alexander von Preen, the Germany CEO of the retailers' association, to the German Press Agency in Heilbronn. No one had expected that.
In particular, the pink away jersey of the German national team was very popular. "That was a hit. We were fully sold out at times," said von Preen. Besides the DFB jerseys, jerseys of other EM participants were also frequently sold - for example, those of the Italian, Dutch, and Turkish teams.
The pink DFB away jersey is a bestseller
Decathlon and Sport 2000 refused to disclose sales figures when asked. However, a spokesperson for Sport 2000 stated that the sales figures for DFB jerseys had never been so high. The away jersey was completely sold out. During the EM weeks, they had achieved very good sales figures. According to a Sport 2000 spokesperson, the pink DFB away jersey was the most successful away jersey ever.
Adidas had already reported that the pink dress had developed into a historical bestseller. It was the best-selling away jersey in the history of all DFB jerseys, they said. In total, the demand for the team's jerseys was high: Adidas expects to sell more than three times as many as originally calculated. The company did not provide specific figures.
Positive impact of the EM on Intersport
The EM had a overall positive effect on the business of Intersport dealers. "In comparison to the previous year, we had a significant increase in our Teamsport category in the past few weeks," said von Preen. He hoped that the flame would also jump over the Olympics, which began at the end of July in Paris, and that the sport theme would remain in people's minds - and boost the sale of sports articles.
Intersport, according to its own statements, is Germany's largest sports retailer group. In the 2022/23 business year, there were over 700 dealers nationwide, including over 400 who were part of the Intersport brand. By 2030, the association plans to open more than 100 new Intersport stores and increase its turnover to approximately six billion Euros - and thus to a market share of around 30 percent.
- The DFB-Jersey, particularly the pink away jersey, was a major seller at Intersport during the European Football Championship in Germany.
- Alexander von Preen, the Germany CEO of the retailers' association, noted that Intersport had not seen such sales numbers in jerseys for the past twelve years.
- The popularity of the pink away jersey led to it being fully sold out at times, as mentioned by von Preen to the German Press Agency in Heilbronn.
- Besides DFB jerseys, jerseys of other EM participants, such as the Italian, Dutch, and Turkish teams, also saw frequent sales at Intersport.
- Adidas acknowledged that the pink away jersey had become a historical bestseller, surpassing all previous records for DFB jerseys in sales.
- The high demand for the team's jerseys resulted in Adidas expecting to sell over three times the originally calculated number of jerseys.
- The positive impact of the EM on Intersport dealers was significant, leading to a substantial increase in their Teamsport category sales.
- With plans to open over 100 new Intersport stores and increase its turnover to approximately six billion Euros by 2030, Intersport aims to hold a market share of around 30 percent in Germany.
