A data profile of the people who buy, follow and care about Sportswear (activewear) in Italy — modelled from more than twelve digital signal sources. Sportswear (activewear) has an estimated audience of 10,836,638 people in Italy.
The average Sportswear (activewear) fan in Italy is 39.7 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include UniEuro, God, Wellness (alternative medicine), with strongest over-indexing on UniEuro (1.71× the country average).
Demographically, the Sportswear (activewear) audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Spirituality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Sportswear (activewear) fan in Italy is balanced, around 39.7 years old, with strong Spirituality tendencies and a notable affinity for UniEuro.
The key figures that characterise the Sportswear (activewear) profile in Italy.
49.1% are female, 50.9% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 49.1% |
| Male | 50.9% |
| Average age | 39.7 |
| Estimated audience size | 10,836,638 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 21% |
of the worldwide Sportswear (activewear) audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 6.1% |
| Japan | 6.1% |
Where the Sportswear (activewear) audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~700K | 1.03× | |
| 02 | Lazio | ~1.5M | 1.02× | |
| 03 | Emilia-Romagna | ~900K | 1.02× | |
| 04 | Calabria | ~300K | 1.02× | |
| 05 | Liguria | ~300K | 1.02× | |
| 06 | Lombardy | ~2M | 1.01× | |
| 07 | Campania | ~1M | 1.00× | |
| 08 | Sicilia | ~900K | 1.00× | |
| 09 | Puglia | ~700K | 1.00× | |
| 10 | Molise | 0.00× | ||
| 11 | Umbria | 0.00× | ||
| 12 | Veneto | 0.00× | ||
| 13 | Sardinia | 0.00× | ||
| 14 | Piedmont | 0.00× | ||
| 15 | Abruzzo | 0.00× | ||
| 16 | Trentino-Alto Adige/Südtirol | 0.00× | ||
| 17 | Marche | 0.00× |
The strongest cross-interests of the Sportswear (activewear) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Decathlon | Shopping | 1.78× | ||
| 02 | UniEuro | Shopping | 1.71× | ||
| 03 | Sandal | Fashion & Accessoires | 1.71× | ||
| 04 | Pregnancy | Kids & Family | 1.65× | ||
| 05 | Outlet store | Shopping | 1.61× | ||
| 06 | Subito.it | Shopping | 1.59× | ||
| 07 | Blouse | Fashion & Accessoires | 1.59× | ||
| 08 | Adolescence | Health | 1.59× | ||
| 09 | God | Politics & Society | 1.57× | ||
| 10 | Women's rights | Politics & Society | 1.56× | ||
| 11 | Comfort | Travel & Leisure | 1.54× | ||
| 12 | Chemical formula | Business & Career | 1.54× | ||
| 13 | Wellness (alternative medicine) | Health | 1.53× | ||
| 14 | Childbirth | Kids & Family | 1.53× | ||
| 15 | AutoScout24 | Cars & Mobility | 1.52× | ||
| 16 | Personal trainer | Sports | 1.52× | ||
| 17 | Day | Business & Career | 1.52× | ||
| 18 | Human sexuality | Kids & Family | 1.51× | ||
| 19 | Coat (clothing) | Fashion & Accessoires | 1.51× | ||
| 20 | Lipstick | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.33× | |
| Creativity | OPEN | 1.25× | |
| Need for Security | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.96× | |
| Family Orientation | CONSERVATISM | 1.04× | |
| Healthy Lifestyle | BALANCE | 1.05× |
Sportswear (activewear) has an estimated audience of 10,836,638 people in Italy, concentrated in Lombardy and Lazio.
49.1% of Sportswear (activewear) fans are female, 50.9% are male, with an average age of 39.7 years.
Sportswear (activewear) fans show strongest brand affinity for UniEuro (1.71×), God (1.57×), and Wellness (alternative medicine) (1.53×) over the country average.
Sportswear (activewear) fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Sportswear (activewear) itself, the audience over-indexes on God (1.57×), Wellness (alternative medicine) (1.53×), Subito.it (1.59×), and Outlet store (1.61×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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