Online fashion retailer Zalando is ramping up its focus on sports apparel as part of a strategy to attract younger consumers and increase its appeal among men. The company announced a new five-year partnership with Germany’s DFB national soccer federation while reporting strong third-quarter growth, driving shares up nearly 10%.
Zalando Reports Strong Third-Quarter Growth
Zalando revealed that its gross merchandise volume (GMV) rose 21.6% to €4.2 billion ($4.9 billion) during the third quarter, largely due to the inclusion of the newly acquired About You platform.
Co-CEO David Schroeder noted that, if About You had been part of the group last year, GMV growth would have been 6.7%, highlighting the company’s sustained performance despite a generally flat fashion and lifestyle market in Europe.
“Online channels have gained traction in recent quarters,” Schroeder stated, emphasizing the importance of digital sales as consumer behavior shifts.
Strategic Push into Sports Apparel
Zalando has been expanding into sportswear, including categories such as soccer, running, and cycling, aiming to bring in younger buyers and boost engagement with male consumers.
Under the DFB partnership, Zalando’s logo will appear on all training and pre-match kits for the German men’s, women’s, and youth national soccer teams. The deal also grants Zalando a range of marketing rights, though it does not include exclusivity for distributing national team kits.
“Sports is a fast-growing online category with double-digit growth rates across the continent,” Schroeder explained. “Running has performed particularly well, and now we aim to replicate that success in football.”
Impact Ahead of Major Soccer Events
The collaboration comes ahead of the next soccer World Cup, giving Zalando an opportunity to leverage the heightened visibility of the German national teams. The company plans to use the partnership to strengthen brand recognition, particularly among soccer fans and sports enthusiasts.
Zalando Shares Surge on Positive Outlook
Following the announcement, Zalando shares rose 9.8% to €24.85, reflecting investor optimism over the company’s strategic focus on sports and strong quarterly performance.
Outlook for European Online Fashion and Sportswear
As Europe’s fashion and lifestyle spending remains flat, Zalando is betting on the sports segment to drive growth. Online sales channels have increasingly become key drivers for retail performance, particularly in specialized categories like running and soccer gear.
By combining strategic acquisitions such as About You with high-profile partnerships like the DFB deal, Zalando is positioning itself as a major player in sports e-commerce in Europe.
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