38 mins ago
India’s Sportswear Race Targets Running, Manufacturing, and Athlete-Owned Brands
India’s sportswear business is growing quickly.
More people are running, exercising, and joining sports communities.
Decathlon launched a new running brand called KIPRUN for Indian customers.
Its shoes and other products range from cheaper options to advanced racing shoes.
The company hopes to reach millions of runners by 2030.
Other companies such as Nike, Adidas, Puma, and Asics are also competing for sports customers.
India is becoming important not only as a place to sell sportswear but also as a place to make it.
Cricketer Virat Kohli is helping build a sports brand in which athletes can be investors, not just endorsers.
The industry is increasingly trying to connect factories, technology, stores, and athletes.
Decathlon launched its specialist KIPRUN running brand in India with 35 products, including 17 high-performance shoes.
KIPRUN products will cost ₹999–₹19,999, with Decathlon targeting ₹1,000 crore in running turnover and 5 million active runners by 2030.
India’s sports-goods manufacturing and apparel segment is estimated at $6.7 billion and projected to reach about $10 billion by 2030.
Global brands are expanding specialist categories, while Decathlon plans to use its 132-store network and increase it to 200 stores.
Virat Kohli’s One8 and Agilitas Sports are combining athlete investment, manufacturing, product development, and distribution.
- Who
- Decathlon, Nike, Adidas, Puma, Asics, Agilitas Sports, and athlete-led brand One8 are among the companies and brands involved; Virat Kohli is an investor in Agilitas.
- What
- India’s sportswear industry is expanding through specialist running products, wider retail and digital distribution, local manufacturing, and athlete-backed brands.
- Where
- The developments concern India, with the KIPRUN launch held in New Delhi and manufacturing activity spanning locations including Jalandhar, Meerut, and Tamil Nadu.
- When
- Decathlon launched KIPRUN in India on September 25; the companies discussed targets and market developments through 2030.
- Why
- Companies are responding to rising participation in running and other sports, growing demand for technical products, e-commerce expansion, and opportunities in India’s manufacturing base.
Broad Access and Participation
Specialist Performance and Control
How to grow running
Broad Access and Participation
Decathlon is widening participation with products starting at ₹999 and by using its existing retail network to reach beginners and consumers outside major metros.
Specialist Performance and Control
Specialist brands are emphasizing technical performance, advanced shoes, category expertise, and products for experienced runners.
How brands should compete
Broad Access and Participation
A broad, multi-sport ecosystem can combine running with training, apparel, accessories, hydration, recovery, and lifestyle products.
Specialist Performance and Control
Companies are increasingly seeking credibility in specific sports and investing in continuous innovation within categories such as running.
Athlete-brand model
Broad Access and Participation
Athlete involvement can provide visibility and local relevance, with athletes participating as investors rather than only endorsing products.
Specialist Performance and Control
Equity-based brands must still prove manufacturing economics, technical credibility, distribution, pricing, and repeat demand beyond an athlete’s popularity.
Key facts
- KIPRUN launch
- Decathlon introduced KIPRUN in India with 35 products, including 17 high-performance running shoes.
- KIPRUN price range
- Products are priced from ₹999 to ₹19,999.
- Decathlon target
- The company aims for more than ₹1,000 crore in running turnover and more than 5 million active runners by 2030.
- Sportswear market
- India’s sports-goods manufacturing and apparel segment is estimated at about $6.7 billion and projected to reach around $10 billion by 2030.
- Decathlon network
- Decathlon has 132 stores in India and plans to increase that number to 200.
- Local sourcing
- Decathlon says about 50% of the quantity sold in its Indian stores is Made in India.
- Puma running sales
- Puma says running accounts for almost 30% of sales in its Indian retail stores.
- Kohli investment
- Virat Kohli reportedly invested around ₹40 crore in Agilitas Sports and holds a minority stake.
Quotes
Hans Peter Jensen
Sports Director for Decathlon Sports India.
“The stars sort of aligned today, and I think the French team that has worked on the global range have done a remarkable job over the last two-three years. We have seen an increase in the technicity of the products. Running has to be one of the engines of the growth over the coming years.”
financialexpress.com
“In the price range, there is definitely a tweak that has been made to cater to the Indian customers.”
financialexpress.com
Bruno Araujo
Decathlon brand manager who discussed KIPRUN’s origins at its New Delhi launch.
“We are born from the crowd, built for the community”
financialexpress.com
Sources
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