Going the extra mile: Zalando inspires customers to stay active with Sports category

BERLIN, January 26, 2023 // The beginning of the year is traditionally the time to set new year’s resolutions. Doing more sports is almost always on top of the list. What better time to zoom in on Zalando’s Sports category and take a look at how it helps our customers to achieve these goals and feel good while doing so. Since its launch, the Zalando Sports category has evolved to become a place of inspiration on clothing, equipment and accessories for all types of workouts; be it training, running, football or exploring the outdoors.

Demand for our Sports assortment especially accelerated during the pandemic, when one of the few activities customers could still practise was working out at home. Last year, items for team sports were in demand at Zalando’s Sports category, as the majority of clubs and fields opened up again after the pandemic. Trail running was also of particular interest to our customers within the last year. With over 85 percent of Zalando’s general customer base telling us that they’re working out at least once a week, it’s an exciting opportunity for Zalando to help customers be active comfortably and in style. How do we achieve this in practice?

Dedicated Content Hubs create distinct onsite experience

In order to enable customers to become their best selves and to help them find the right product for their needs, our onsite experience plays a crucial role in serving and engaging our fast-growing customer base. In 2021 and 2022, we launched dedicated content hubs for Outdoor Sports, Running and Training, to ensure customers find products that fit to their specific training needs. In these hubs, brand stories, influencer content and actual athletes and sports people provide customers with guidance and inspiration around sports. Generally, the onsite experience within our Sports Home helps customers to effortlessly browse through our assortment.