Technavio Says the Use of Celebrity Endorsements for Product Promotion Will Augment the Global Football Equipment Market Through 2020

LONDON--()--Technavio’s latest report on the global football equipment market provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.

The top four emerging trends driving the global football equipment market according to Technavio consumer and retail research analysts are:

  • Increased demand for eco-friendly products
  • Use of celebrity endorsements for product promotion
  • Increased number of innovative product launches
  • Growing online retail channel for football equipment

Increased demand for eco-friendly products

With the increasing worldwide concerns about preserving the environment, the global football equipment market is also registering an increased demand for eco-friendly products. To this end, organic cotton, water-based adhesives, and recycled plastic materials are replacing the traditional leather, synthetic rubber, polyurethane, nylon, and other synthetic materials in the manufacturing process of football equipment. The newly developed and advanced non-toxic green material called thermoplastic elastomer is also being increasingly used in different kinds of sports equipment, including football equipment.

“Adidas came up with the concept of Sport Infinity in 2015. Instead of discarding worn-out football shoes of popular players, the shoes are broken down and remolded with scrap material from different industries to create new products. This initiative, in association with the European Commission, aims to produce sporting goods that can be repeatedly recycled,” says Brijesh Kumar Choubey, a lead analyst at Technavio for general retail goods and services.

Use of celebrity endorsements for product promotion

Launching sports campaigns and products by famous players is an age-old and successful marketing strategy used by all well-established sports equipment manufacturers. Many vendors also name their equipment series after popular sports players to help propel sales, cashing in on the celebrity fan following. For example, Nike launched its cleat series CR7, named after Cristiano Ronaldo, and Adidas launched the Messi 15S series named after Lionel Messi in 2015. Such celebrity endorsements are expected to garner more popularity for the sport worldwide and aid in the growth of the market over the next five years.

Increased number of innovative product launches

A growing interest in sports activities encourages key vendors to innovate and introduce new products and sports gear for different sporting events across the globe. Adding to this is the constant demand and need for better production techniques and products, which will not only add to the comfort and convenience of the user, but also reduce production costs for the vendor, thereby providing the vendor with a higher profit margin.

“Today, vendors worldwide are coming up with new products for different sporting tournaments, which can affect the market dynamics significantly over the next five years. A popular example is the square-toed football boots by Serafino, which the company claims reduce pain while playing. Adidas recently launched its laceless football shoes in January, 2016,” says Brijesh.

Growing online retail channel for football equipment

Although brick-and-mortar retailing remains the key channel for the sales of football equipment, we expect the online retail channel to grow rapidly during the forecast period. Quick delivery services and competitive prices are the major factors resulting in the growing popularity of online retail worldwide. In terms of distribution of football equipment, online retail is expected to be one of the fastest growing channels between 2016 and 2020. Growing Internet use in developing countries is a positive trend that will likely help in the growth of this channel. Increased Internet penetration, combined with faster shipping services and the ever-changing demands of consumers, will play a significant role in the growth of this channel over the coming years.

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About Technavio

Technavio is a leading global technology research and advisory company. The company develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries. Technavio has about 300 analysts globally who specialize in customized consulting and business research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.

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Contacts

Technavio Research
Jesse Maida
US: +1 630-333-9501
UK: +44 208 123 1770
Media & Marketing Executive
www.technavio.com

Release Summary

Technavio’s latest report on the global football equipment market provides an analysis on the most important trends expected to impact the market outlook from 2016-2020.

Contacts

Technavio Research
Jesse Maida
US: +1 630-333-9501
UK: +44 208 123 1770
Media & Marketing Executive
www.technavio.com