• Zalando continues to expand its Sport category, transforming it into an inspirational and captivating space tailored to the needs of modern, active consumers.
• Over four in five Romanians aged 18 55 practice sports, and 68% say they have increased their training frequency.¹
• Romanians have spent on average 1,214 RON (≈ 239 €) on sports equipment (clothing and footwear) in the past three months the second highest amount among the four CEE markets analyzed.
• Parents in Romania invest 985 RON (≈ 194 €) per child every six months in sports gear, and 80% choose to buy for the entire family from the same place.

Bucharest, 22 July 2025  Zalando, Europe’s top online destination for fashion and lifestyle, is strengthening its Sport category in Romania, in a context where local demand for performance products is accelerating. As part of its ecosystem strategy and ambition to become a lifestyle destination, the company is responding to Romanians’ growing interest in sport and movement.

A local consumer study shows strong appetite for physical activity: over four in five people are active. Moreover, Romanians aged 18, 55 spend, on average, 1,214 RON (≈ 239 €) on sportswear and footwear every three months. To meet these needs, Zalando has transformed the Sport category into a standalone, inspirational and engaging experience, featuring an extensive product selection, expert advice, personalized recommendations, and a seamless shopping experience.

Sport as part of lifestyle

¹About the study: Conducted on behalf of Zalando between 8 ,19 November 2024 by Smartscope, on a sample of 536 respondents in Romania aged 18,55 who purchased sports apparel or footwear in the past six months and do not reject online shopping. Methodology: online survey (CAWI) via panel.

In Europe, a significant 85% of Zalando customers say they engage in physical activity at least once per week. With over 52 million customers, this represents a vast and diverse audience whose needs span a wide range from gear for the next marathon to football cleats for children’s weekly training. Romania mirrors this European trend, according to a study across four Central and Eastern European markets: over 85% of Romanians (aged 18–55) who purchased sports gear in the past six months are physically active. 82% exercise at least twice a month, and 76% at least once a week. Of these, 68% say they have recently increased their training routine.

Among the four CEE markets analyzed Romania, Croatia, Poland, and Czechia Romanians stand out: one in four respondents (24%) purchase sports gear at least once a month. Most buy at least once every three months (40%) or every six months (28%).

Average Romanian spending (18–55 years) is 1,214 RON (≈ 239 €) per quarterth e second highest in the region. Only Czechia spends more (1,245 RON/245 €), while Poland and Croatia spend less: 955 RON (188 €) and 1,184 RON (233 €), respectively. Sport also plays an important role in family life: parents in Romania invest on average 985 RON (≈ 194 €) per child every six months on sports articles, and 80% prefer to buy for the entire family from the same retailer.

Running, football and fitness the most popular activities

The most practiced sports in Romania are running (33%), football (26%) and gym/fitness (23%). The main reasons Romanians do sports are maintaining good physical condition (45%) and mental health (38%), followed by wanting to look good (25%) and lose weight (25%). For many consumers, sport is no longer just an activity it is part of their identity and a way to express themselves.

Daniel Rogiński, General Manager CEE Zalando, states: “The modern, sport‑passionate consumer is not just an athlete—they seek quality, functionality, performance and style. They need products that help them perform but also reflect their personality. For Zalando, the customer is always at the center. That is why the Sport category is one of our main growth areas in the B2C segment. We aim to create an inspirational space from shoes and equipment to accessories for every type of activity: running, football, fitness or outdoor adventures.”

Zalando continues to implement its strategy of evolving from a shopping platform into a destination that inspires, educates and connects. Within the Sport category, Zalando has launched Sport hubs personalized spaces for runners, cyclists, football fans, yoga practitioners or outdoor enthusiasts. These hubs offer not only curated product selections and technical videos but also content produced together with brands, influencers and athletes. Examples include a livestream with footballer Thomas Müller or a session broadcast with Nike during the Paris Olympics.

Focus on quality

Regarding Romanians’ favorite sport running there is a clear shift towards premium running shoes priced over €100. This trend is reflected across Europe, where these models now generate over 70% of Zalando’s running shoe sales more than twice that of 2021. Zalando meets this demand with a carefully curated selection of performance brands such as ASICS, HOKA, New Balance, On, Nike, adidas, and Saucony.

Among parents purchasing sports gear for their children, 88% say their kids are active in sports. Football is the most popular (33%), followed by running (25%), swimming (19%) and dance (17%). Football is the number-one sport among children in all markets included in the study. Parents say products need to be quality and comfortable. Value for money is the most important criterion (40%), followed by superior product quality (37%) and high comfort (36%).

Daniel Roginski, General Manager Central & Eastern Europe, adds: “Romania is one of the most dynamic sports equipment markets for us. Consumers are active and place great emphasis on quality. With a varied offering and dedicated hubs, Zalando is ready to inspire every Romanian whether a beginner, a football passionate child or marathon runner and to continue its mission to become the preferred lifestyle destination in Europe.”