Sportswear (activewear) Audience in Germany
Sportswear (activewear) has an estimated audience of 9,422,490 people in Germany. 54.7% are female, 45.3% are male, average age 37.0. Top regions: Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities: H&M, Shoes, Discount stores, Footwear, Rossmann.
The average Sportswear (activewear) fan in Germany is 37.0 years old, balanced, and lives primarily in Bayern. The audience is concentrated in Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities include H&M, Shoes, Discount stores, with strongest over-indexing on H&M (1.85× the country average). Demographically, the Sportswear (activewear) audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Sports Activity, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Sportswear (activewear) fans
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 37.0 |
| Estimated audience size | 9,422,490 |
Audience persona
The typical Sportswear (activewear) fan in Germany is balanced, around 37.0 years old, with strong Sports Activity tendencies and a notable affinity for H&M.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 2,104,847 | 1.39× |
| Baden-Württemberg | 1,934,002 | 1.5× |
| Nordrhein-Westfalen | 1,820,082 | 0.88× |
| Niedersachsen | 1,683,242 | 1.84× |
| Rheinland-Pfalz | 787,331 | 1.67× |
| Hessen | 720,956 | 1× |
| Berlin | 643,561 | 1.53× |
| Hamburg | 591,638 | 2.78× |
| Sachsen-Anhalt | 548,632 | 2.25× |
| Sachsen | 228,363 | 0.49× |
| Schleswig-Holstein | 224,773 | 0.66× |
| Saarland | None× | |
| Brandenburg | None× | |
| Bremen | None× | |
| Thüringen | None× | |
| Mecklenburg-Vorpommern | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| H&M | 1.85× | Shopping |
| Shoes | 1.69× | Fashion & Accessoires |
| Discount stores | 1.54× | Shopping |
| Footwear | 1.77× | Fashion & Accessoires |
| Rossmann | 1.71× | Shopping |
| Adidas | 1.88× | Fashion & Accessoires |
| Deichmann | 1.65× | Shopping |
| Men's clothing | 1.78× | Fashion & Accessoires |
| Fashion design | 1.67× | Business & Career |
| Lieferando.de | 1.51× | Food & Beverages |
| Sneakers (footwear) | 1.94× | Fashion & Accessoires |
| Nike | 1.72× | Fashion & Accessoires |
| Trousers | 1.76× | Fashion & Accessoires |
| Dresses | 1.59× | Fashion & Accessoires |
| Tchibo | 1.68× | Shopping |
| Lingerie | 1.8× | Fashion & Accessoires |
| Supermarket | 1.51× | Shopping |
| Breuninger | 1.64× | Fashion & Accessoires |
| Decathlon | 2.29× | Shopping |
| Fragrances | 1.61× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.27 |
| Early Adopter Mentality | POWER | 1.22 |
| Sustainability | BALANCE | 1.2 |
| Indulgence | JOY | 1.2 |
| Luxury Orientation | PREMIUM | 1.13 |
| DIY Mentality | THRILL | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 6.1% |
| Japan | 6.1% |
See Sportswear (activewear) audiences in other countries
- Sportswear (activewear) — United States
- Sportswear (activewear) — United Kingdom
- Sportswear (activewear) — France
- Sportswear (activewear) — Italy
- Sportswear (activewear) — Spain
- Sportswear (activewear) — Brazil
- Sportswear (activewear) — Japan
- Sportswear (activewear) — South Korea
- Sportswear (activewear) — India
More Fashion & Accessoires audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Sportswear (activewear) have in Germany?
Sportswear (activewear) has an estimated audience of 9,422,490 people in Germany, concentrated in Bayern and Baden-Württemberg.
What is the gender split and age of Sportswear (activewear) fans?
54.7% of Sportswear (activewear) fans are female, 45.3% are male, with an average age of 37.0 years.
Which brands do Sportswear (activewear) fans like most?
Sportswear (activewear) fans show strongest brand affinity for H&M (1.85×), Shoes (1.69×), and Discount stores (1.54×) over the country average.
Where do Sportswear (activewear) fans live in Germany?
Sportswear (activewear) fans in Germany are most concentrated in Bayern (reach 2,104,847), Baden-Württemberg (reach 1,934,002), and Nordrhein-Westfalen (reach 1,820,082). These three regions account for the largest share of the active audience.
What other brands do Sportswear (activewear) fans also like?
Beyond Sportswear (activewear) itself, the audience over-indexes on Shoes (1.69×), Discount stores (1.54×), Footwear (1.77×), and Rossmann (1.71×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sportswear (activewear). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.