Key Insights
Intensifying Market Competition: Poland’s sportswear market is seeing heightened competition as international giants, including Uniqlo, Decathlon, JD Sports, and Inditex, establish strong presences, each appealing to Polish consumers in distinct ways.
Strategic Expansion in Westfield Arkadia: Warsaw’s Westfield Arkadia has become a hub for these brands, with Uniqlo, Decathlon, and JD Sports using concept stores that focus on engaging experiences and local relevance.
Product Innovation and Price Competitiveness: Global brands bring price-competitive, versatile sportswear to the market. However, Polish brands can leverage their unique advantages to resonate deeply with local audiences.
Local Collaborations and Cultural Resonance: International brands increasingly collaborate with local influencers and artists, but this only highlights the inherent cultural closeness Polish brands like 4F can achieve with home-ground advantage.
Opportunities for Polish Brands: While competition grows, Polish brands have the chance to reinforce their unique positions, using quality, cultural relevance, and strong local roots to capture and retain consumers.
Introduction
Poland’s sportswear market is expanding rapidly, attracting global brands eager to tap into the region’s growing demand for activewear. With Poland ranking as the sixth-largest importer of fashion sportswear in the EU, the market's appeal is clear. Yet, for local brands like 4F and Intersport Polska, this influx of foreign competitors can also be seen as a moment of great promise—a time to showcase their distinct value and deep-rooted connections to Polish consumers.
The busy atmosphere at Warsaw's Westfield Arkadia shopping centre captures the changing landscape. New stores and concept spaces from Uniqlo, Decathlon, JD Sports, and Inditex's Zara Athleticz and Oysho lines reflect global brands’ strong push into Poland. However, Polish brands like 4F, with their loyal following and cultural roots, have something priceless: a local identity that resonates deeply with Polish consumers. This strength, if strategically harnessed, will allow them to shine brighter in the face of heightened competition.
Poland’s Sportswear Market: A Growth Story
Poland's sportswear market is experiencing remarkable growth, driven by rising health and wellness trends and a shift toward active lifestyles, with imports jumping from €395 million in 2016 to €953.5 million in 2021, an annual growth rate of 19.3% according to CBI. In 2024, Statista reports that the women’s sports and swimwear segment alone generated approximately US$555.3 million in revenue, with a projected annual growth rate of 7.22% through 2029. Similarly, the men’s segment brought in US$456.6 million, expected to grow at 7.27% annually. With the Polish market projected to reach a combined volume of over 53 million pieces by 2029, this surge underscores a lucrative opportunity for brands to offer high-quality, versatile sportswear that aligns with evolving consumer preferences across Central and Eastern Europe.
Uniqlo: Japan’s Minimalist Giant Debuts in Poland
Uniqlo’s first permanent store in Poland, opened at Westfield Arkadia, marks the brand’s entry into this competitive market. Known for its high-quality basics with minimalist designs, Uniqlo appeals to a broad audience by blending functionality and affordability. This flagship store not only offers Uniqlo’s core product line but also incorporates features tailored to the local market, including a reading zone with curated selections from Warsaw-based bookstore Tajfuny and custom T-shirt and bag printing via the UTme! service. This level of cultural integration and customization aligns with Uniqlo’s global strategy of adapting to local tastes.
In terms of financial performance, Uniqlo’s parent company, Fast Retailing, reported strong growth in recent quarters. Uniqlo's international revenue increased 36% year-over-year in FY2023, reaching $9.1 billion. The company’s growth strategy hinges on expanding into new regions, especially in Europe and Asia, and Poland is a critical entry point in Central Europe. By offering ultra-light down jackets and breathable outerwear at highly competitive prices— discounted to just 130 PLN (€30)—Uniqlo has positioned itself as a quality yet affordable option for Polish consumers who prioritise functionality and comfort. The brand’s emphasis on local partnerships and culturally relevant experiences is a deliberate strategy to create strong brand loyalty among Polish shoppers.
Decathlon: Reinventing Retail Spaces and Local Connections
Decathlon’s new store at Westfield Arkadia is a departure from its traditional model of large, standalone retail spaces. The 1,400 square metre showroom offers an interactive, streamlined shopping experience tailored to city consumers. The in-mall concept allows Decathlon to reach urban customers more conveniently, tapping into Poland’s growing preference for experiential retail environments. Decathlon’s in-store collaborations with local athletes and artists underscore its commitment to embedding itself within Polish sports culture, while offering a full range of products that includes everything from trekking gear to fitness apparel, priced competitively to attract cost-conscious shoppers.
Financially, Decathlon is also on an upward trajectory, reporting a 4.4% increase in revenue in 2023, totaling USD$16.9 billion. A significant driver of this growth has been its ongoing brand revamp, which includes simplifying its product line into nine focused categories (e.g., Quechua for mountain sports, Domyos for fitness) and updating store formats for improved navigation and customer engagement.
Decathlon’s strategic focus on Poland also includes collaborations with influencers like fitness trainer Kasia Bigos, soccer player Przemyslaw Frankowski and volleyball player Jakub Kochanowski, aligning its brand with local figures in Polish sports. This local connection, combined with competitive pricing and a broad product range, positions Decathlon as a formidable player in Poland’s sportswear market, appealing to both dedicated athletes and casual fitness enthusiasts.
JD Sports: Streetwear and Exclusivity for Polish Urban Consumers
JD Sports has rapidly expanded in Central and Eastern Europe, with Poland representing a cornerstone of its regional growth strategy. After acquiring full control of Marketing Investment Group (MIG), JD Sports has been able to streamline its European operations and accelerate store openings across the region. The JD store in Westfield Arkadia caters to a younger demographic interested in streetwear and athleisure. Offering exclusive colorways of top sneaker brands such as Nike, Adidas, and Vans, JD Sports has established itself as a go-to destination for trend-conscious Polish consumers.
In its recent financial results, JD Sports reported record interim revenue of GBP£5.0 billion in the first half of 2024, with profit before tax and adjustments reaching GBP£405.6 million. The brand’s success stems from its ability to capture global trends in athleisure and streetwear and adapt them to local markets. JD Sports leverages its “STATUS” loyalty program, which has already garnered 1.4 million members in the UK and is now expanding it in Poland and France. This program provides members with exclusive benefits and reinforces customer loyalty, a strategic asset as the brand competes for market share with established local and global players.
By focusing on urban culture and an omnichannel shopping experience that includes “ship from store” and “click and collect,” JD Sports is well-positioned to appeal to tech-savvy Polish consumers who expect both convenience and style in their shopping experience. The company’s broad selection of streetwear and performance brands, combined with a focus on exclusivity and customer engagement, has helped it carve out a distinct niche in the Polish market.
Inditex: Zara Athleticz and Oysho Elevate the Fitness Fashion Trend
Inditex, the Spanish fashion conglomerate behind brands like Zara and Oysho, has taken notice of Poland’s appetite for sportswear, expanding its offerings to include more functional and stylish activewear. Zara introduced its Zara Athleticz line for men in Poland to meet rising demand for high-quality, fashionable fitness wear, while Oysho has evolved from a lingerie brand to a leader in women’s sportswear. At Westfield Arkadia, Zara has implemented a store-in-store concept for Zara Athleticz, allowing customers to experience the new line in a dedicated setting that emphasises comfort and functionality.
Inditex’s latest financials reveal a 13% revenue increase in the first half of 2024, largely due to the success of strategic product expansions and digital integration. Poland has become a focus for Inditex, and the company’s move into sportswear through Zara and Oysho underscores its intent to serve Poland’s growing market for activewear. Oysho’s newly launched Running Club and fitness app have added a digital component to its in-store offerings, enabling the brand to foster a sense of community among fitness enthusiasts in Poland.
Oysho’s strategy of combining physical and digital experiences, coupled with offerings tailored to various fitness levels, is aimed at differentiating itself in an increasingly crowded market. The brand’s commitment to functionality, including leggings with unique fabric technologies and running attire designed for all-day wear, appeals to Polish consumers who value both style and practicality in their sportswear.
The Local Brand Perspective: 4F and Intersport Polska Face New Challenges
For Polish brands, particularly 4F, the presence of international players presents both challenges and opportunities. Known for its Polish roots and commitment to quality, 4F has cultivated a following that views the brand as a local hero. Polish consumers proudly wear 4F not just for its performance features, but for the national pride it inspires. With partnerships with beloved local athletes like Robert Lewandowski, 4F is more than a sportswear label—it’s a symbol of Polish strength, endurance, and identity.
In a time when global brands are trying to emulate local cultural relevance, 4F’s identity as a trusted, Polish brand is invaluable. In Poland, this kind of brand loyalty goes beyond pricing and trends; it’s emotional, and it’s personal. This home-ground advantage, reinforced by quality products and authentic Polish values, offers 4F an irreplaceable asset as it navigates the increasingly competitive landscape.
Intersport Polska, too, has carved out a meaningful space in Poland’s sportswear market. While facing challenges to maintain its market share, the brand’s longstanding reputation gives it a solid foundation on which to build a refreshed, more agile identity. By refining its product offerings and incorporating modern digital strategies, Intersport Polska has the potential to not only adapt but to thrive.
The Path Forward for Polish Brands
For brands like 4F, this pivotal moment calls for a balance of innovation and loyalty to their roots. While foreign brands may capture attention with new store concepts and aggressive pricing, 4F can deepen its connection with Polish consumers by fine-tuning its offerings to meet the evolving tastes and needs of a rapidly changing market. Expanding product lines—such as introducing lightweight down jackets to rival Uniqlo’s and Decathlon’s offerings—can be a practical step. But beyond products, 4F’s ability to create community and stay rooted in Polish identity will set it apart.
The local edge Polish brands hold is in their understanding of Polish and Central and Eastern European consumers more deeply which no foreign brand can match. Whether through collaborative projects with Polish influencers, athletes, or artists, or by investing in digital and omnichannel experiences that make shopping easier and more engaging, 4F has a prime opportunity to not just keep up, but to lead.
Conclusion: A Moment to Thrive
As Poland’s sportswear market grows, so does the opportunity for local brands to claim their space amid international giants. For 4F, the influx of competition may seem daunting, but it’s also a testament to the market’s promise and 4F’s place in it. By leaning into its heritage and listening closely to the needs of Polish consumers, 4F can continue to be the brand Poland trusts and celebrates.
This is a defining moment—one of both challenge and potential—for 4F and Intersport Polska. With the support of a dedicated consumer base and an unwavering commitment to quality, Polish brands are well-positioned to not just survive, but to flourish, strengthening their legacy as true Polish originals in a globalised market.