India's Running Boom: Decathlon Bets Big

India's sportswear market is experiencing a competitive surge, marked by global brands expanding their presence and running becoming a pivotal growth sector. Decathlon has launched KIPRUN, its dedicated running brand, aiming for ₹1,000 crore in turnover by 2030 and to serve over 5 million runners. This initiative reflects a growing confidence in India's running community and its demand for specialized gear.

The broader Indian sports industry is substantial, estimated at $19 billion and poised to grow to over $40 billion by 2030. Within this, sports goods and apparel contribute significantly. Athleisure constitutes a large portion of apparel sales, with e-commerce facilitating access to specialist brands for consumers across the country.

This evolving market sees athletes transitioning from simple endorsements to active investment and equity ownership in sports businesses. Companies like Agilitas Sports, backed by former cricketer Virat Kohli, exemplify this shift, merging athlete involvement with manufacturing and distribution. This trend signifies a move towards controlling more of the value chain, from factory to consumer.

Furthermore, the competitive landscape is intensifying. Major players like Nike, Adidas, Puma, and Asics are focusing on specialization and building credibility within specific sports categories. Decathlon's strategy leverages its existing retail network to establish KIPRUN, aiming to capture a growing segment of runners across various cities and demographics, including a notable increase in female participation.