Fitness- and Activewear Brands That Are Taking Off in Germany: Onitsuka Tiger, Skims, Hoka & Popflex Active

Fitness and Activewear in Germany: Key Insights

• Fitness Brands on the Rise: Four international fitness, activewear and shapewear retailers are among the top online retailers with the highest eCommerce net sales growth in Germany.

• Distinct Sneakers From Smaller Brands: Two retailers stand out for their sneakers that are gaining worldwide popularity: Onitsuka Tiger and Hoka. The origin stories of both brands, however, are distinctive.

• Body Positivity Messages Highly Appreciated: Skims and Popflex, the two brands that appeal to a female audience, do so by being inclusive of all sizes.

Fitness and health products, activewear and shapewear: Here are four international brands that are taking off in German eCommerce. 

While these online stores have distinct origin stories and products, there are also some similarities in how they appear to consumers. The most prevalent connection is that all these eCommerce stores are thriving in Germany right now. Find out more in our related insight.

Fitness and Activewear in Germany: What Is an Online Store? 

Unlike online marketplace providers, which act as intermediaries between sellers and buyers, online stores are sellers themselves, distributing products directly to consumers. The key measure of online store success is net sales. 

Net sales provide an accurate view of revenue by subtracting returns, allowances, and discounts. By monitoring net sales over time, companies can identify trends, improve operational efficiency, and reduce costs. It also helps set revenue targets and evaluate new initiatives. Ultimately, net sales enable informed decision-making and attract investment by evaluating financial health and growth potential.

Four Fitness Brands With High Growth Rates in Germany

The following retailers are taking off in German eCommerce right now:

• Onitsukatiger.com scored a growth rate of 73.4% in 2023. It is a fashion store of Japanese origin, known for its sneakers with recognizable designs, which experienced a revival in 2023. 

• Following is skims.com, a shapewear brand co-founded by Kim Kardashian that is popular with consumers of all sizes. Its body positivity message also works in Germany; the online store grew by 71.9% year-over-year in 2023. 

• Another fashion store, hoka.com had the same year-over-year growth as Skims, at 71.9%. Similar to Onitsuka Tiger, Hoka is best known for its sneaker collection. 

• Number four is popflexactive.com, a fitness and lifestyle fashion brand. Popflex Active grew by 70% in 2023.

Here is more information on each store.

1. Onitsukatiger.com (73.4%)

Onitsuka Tiger has been in business since 1949 and rebranded to Asics in 1977. Since then, Onitsuka Tiger has remained a sub-brand of the company. 

Onitsuka Tiger sneakers with their signature designs, have revived again and again over the years, for instance when they were featured in Tarantino’s Kill Bill in 2003. Two decades later, in 2023, consumer demand is surging again:

• Atypical of most eCommerce revenue trends, onisukatiger.com saw only small increases during the pandemic years. 

• The post-pandemic surge was more notable: While online net sales stood at US$37.3 million in 2022, they jumped 73.4% to US$64.7 million in 2023. 

• ECDB forecasts predict continued high growth rates in the following years: In 2024 and 2025, net sales are expected to increase to US$81.8 million and US$93.8 million, respectively.

Another trending fashion brand with a different focus follows suit:

2. Skims.com (17.9%)

The shapewear and underwear brand co-founded by Kim Kardashian and Swedish entrepreneur Jens Grede is making its way around the world. While Germany is far from skims.com’s most important market, the online store ranks third on the list of fastest-growing stores in the market.

Founded in 2019, Skims did not experience its highest growth spurt in eCommerce until after the pandemic. Naturally, the brand uses extensive social media marketing and UGC (user-generated content) to introduce its products: One would expect nothing less from a brand founded by social media personality Kardashian. 

The nature of its eCommerce revenue development mirrors the pattern of how Skims became widely adopted: Through word of mouth and positive user experiences, consumers trust the brand more and are willing to pay their share for the products.

• During the pandemic years of 2019 to 2021, online revenues increased from US$7.2 million to US$35.9 million. 

• The first surge in online revenues occurred in 2022, a year that was marked by a 1,621% increase. Another jump in online revenues took place in the following year, albeit on a smaller scale: Online net sales grew by 71.9% in 2023. 

• ECDB forecasts expect the positive growth to continue, with a smaller rate of 18.7%, resulting in net sales of US$192.1 million in 2024.

3. Hoka.com (17.9%) 

Hoka.com’s net sales grew at the same rate as skims.com in 2023. It is a French sportswear and fitness brand known for its sneakers and running shoes. While Hoka is often mentioned as one of the brands challenging Nike's dominance in the game, its eCommerce revenue still lags far behind that of the market leader.  

Since the brand’s inception in 2009, Hoka's focus has been primarily on offline sales. But as awareness grows, so does the growth of its online platform. 

• In 2021, online net sales on hoka.com approached US$36 million. Just one year later, revenues jumped to US$114.3 million. 

• The 17.9% increase in 2023 resulted in net sales of US$194.3 million. While ECDB forecasts expect Hoka’s positive development to continue, its growth is likely to remain moderate, reaching US$226.8 million in online net sales by 2024.

Moving on to the last online store in this ranking, another activewear line:

4. Popflexactive.com (70%)

Popflex Active is a brand that sells sportswear and sports equipment, as well as products for a healthy lifestyle. We recently reported on Popflex’s encounter with counterfeiting in eCommerce: A real problem, considering that the dupes are sold at significantly lower prices, which Popflex Active uses to ensure a certain quality standard of its products. 

In spite of these obstacles, eCommerce net sales on popflexactive.com have increased sharply in recent years:

• Online net sales were moderate in 2020 and 2021, at US$10.1 million and US$12.6 million, respectively. Revenues then jumped to US$46.2 million in 2022, marking a 2,667% increase from the previous year. 

• The 70% rise in 2023 resulted in online net sales of US$77.2 million. 

• By 2024, eCommerce revenues are expected to reach US$84.8 million.

Popflex Active is a young brand with contemporary marketing strategies, including social media and pop-up events. Its endorsement by major celebrities like Taylor Swift and brand personalization in a PR campaign featuring designer Cassey Ho through various media outlets make Popflex relatable and interesting to its target audience.

Trending Fitness Brands in Germany: Wrap-Up

A commonality observed in these stores is the effectiveness of various marketing strategies: either through celebrity endorsements, social media hype, or personalization storytelling. As quick as growth rates rose, however, they can decline again. The initiative is for online stores to build loyalty by delivering quality products and responding to shoppers' needs.

Sources: CNN – Complex – Vogue