Beyond the pandemic: for sports bigwigs Covid is (almost) behind them

Sports brands are already beyond the pandemic. In the first months of 2021, the 5 sportswear biggies (Nike, Adidas, Anta, Puma and Under Armour) have almost reached pre-Covid levels after losing half their profits in 2020. And they are better equipped than luxury brands to face the new market challenges: digitalisation, sustainability and direct relationships…