Sportamore
- Company typePrivate
- Founded2009
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
Sportamore firmographics
Firmographics- Name
- Sportamore
- Legal name
- Sportamore
- Website
- https://www.sportamore.se/
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Sportamore industry classification
Industry- Product category
- Online Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Athletic Footwear & Sport Apparel Retail (CRAMABAC)
- akta.pro secondary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
Keywords
Where Sportamore is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Sportamore business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct product sales: Sportamore generates revenue through direct sales of sports apparel, footwear, and equipment to consumers. The company retails products from multiple branded manufacturers including adidas, Nike, Puma, Hoka, FILA, BLACC, and other sports brands. Revenue is generated through one-time transaction fees on product sales across categories including clothing, shoes, and sporting equipment for men, women, and children.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Sportamore product offering
Product offeringCore offering
Sportamore is a pan-European online retailer selling sports apparel, footwear, and equipment for women, men, and children through its Shopify-powered e-commerce storefront. The catalog combines international brands (adidas, Nike, Puma, Hoka, FILA) with proprietary house brands (BLACC, 1DA, Strooem), and the company delivers across 25+ European countries with free shipping and 365-day free returns.
Product overview
Sportamore is a Scandinavian e-commerce retailer specializing in sports apparel, footwear, and equipment for women, men, children, and general sporting needs. The company operates as a single unified e-commerce platform offering its own house brands (BLACC for athletic wear, 1DA for training apparel, Strooem for swim gear) alongside third-party international brands (adidas, Nike, Puma, Hoka, FILA). Product categories span clothing (jackets, sweaters, T-shirts, tights, base layers, swimwear), footwear (running shoes, sneakers, hiking shoes, boots), equipment (training gear, bags, helmets, rackets), and sports-specific offerings (running, yoga, football, cycling, golf, sailing, equestrian). The platform is powered by Shopify technology and integrated with multiple payment processors and shipping providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Apparel Sports apparel category for women covering jackets, sweaters, T-shirts, tank tops, sports bras, pants, tights, shorts, skirts, dresses, base layers, underwear, swimwear, maternity clothing, hats, gloves, and socks, designed for female consumers participating in multiple sports and fitness activities.
- Women's Shoes Sports footwear category for women including sneakers, running shoes, training shoes, boots, hiking shoes, sandals, slippers, soccer shoes, golf shoes, and walking shoes, with shoe care accessories, designed for female consumers.
- Men's Apparel Sports apparel category for men covering jackets, sweaters, T-shirts, tank tops, pants, tights, shorts, base layers, underwear, swimwear, hats, gloves, and socks, designed for male consumers participating in multiple sports and fitness activities.
- Men's Shoes Sports footwear category for men including sneakers, running shoes, training shoes, boots, hiking shoes, sandals, slippers, soccer shoes, golf shoes, and walking shoes, with shoe care accessories, designed for male consumers.
- Children's Apparel Sports apparel category for children and youth covering jackets, sweaters, T-shirts, tank tops, pants, tights, shorts, skirts, dresses, base layers, underwear, swimwear, rain and winter overalls, tracksuits, hats, gloves, and socks, designed for kids and family purchasers.
- Children's Shoes Sports footwear category for children including sneakers, running shoes, training shoes, boots, hiking shoes, sandals, slippers, soccer shoes, and barefoot shoes, with shoe care accessories, designed for kids and family purchasers.
- Equipment Sports equipment category covering training equipment, bags and backpacks, hiking and ski equipment, helmets and protection, life vests, rackets and balls, water bottles and flasks, eyewear, electronics, toys and games, equestrian sports equipment, and watches, designed for sports-active consumers.
- BLACC Sportamore's house brand specializing in athletic wear for women including tights and related athletic apparel, positioned as a featured top brand on the storefront.
- 1DA Sportamore's house brand offering training apparel including training tees and 2-in-1 shorts, introduced as a new arrival on the storefront.
- Strooem Sportamore's house brand specializing in swim gear including swim vests, foam swim armbands, and goggles designed for children.
Companies that use Sportamore
Customer profileSegments4 records
Ideal customer profiles1 record
Sportamore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Sportamore partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Footway+coreSportamore is powered by Footway+, which provides the underlying e-commerce technology platform and infrastructure for the online retail operations. This platform partnership enables the website functionality, shopping cart, checkout, and customer account systems.
- SchenkerminorSchenker is used as the logistics and shipping partner for order fulfillment and delivery services across European markets.
Recent moves1 record
Expansion highlights4 records
Sportamore competitors and assessment
Company assessmentBroad incumbents
- Zalando: Europe's largest online fashion and sportswear platform. Overlaps directly with Sportamore on multi-brand athletic apparel and footwear assortment across the same 25 European markets, but at materially larger scale and with stronger brand relationships.
- Decathlon: Global sporting goods retailer with extensive own-brand assortment and growing European e-commerce operations. Competes on price/selection across the same categories Sportamore carries.
- Intersport: World's largest sporting goods retail cooperative with strong European footprint. Overlaps with Sportamore in multi-brand athletic and equipment assortment, particularly in Northern Europe.
- Frasers Group (Sports Direct): Owner of Sports Direct and a range of European sports retail properties. Competes on multi-brand sporting goods assortment and is known for aggressive promotional pricing similar to Sportamore's discount cycles.
- H&M: Swedish-headquartered global fashion retailer with a growing sport/athleisure line. Overlaps on women's and men's athletic apparel at value price points across the same European geography.
Direct peers
- Footway: Swedish e-commerce platform operating adjacent sports and footwear storefronts on shared Footway+ infrastructure. Most direct comparable given shared technology stack, Nordic roots, and overlapping sports/footwear category focus.
- XXL Sport: Nordic sporting goods retailer carrying the same premium athletic brands (Nike, adidas, Puma) across apparel, footwear, and equipment. Closest omnichannel competitor with strong Scandinavian footprint and overlapping customer base.
- Stadium: Swedish sporting goods chain with deep multi-category assortment (apparel, footwear, equipment) and strong premium brand partnerships. Competes for the same Swedish consumer wallet share.
- Boozt: Nordic online fashion and sportswear retailer operating a similar DTC model with pan-Nordic and broader European delivery. Comparable in customer segmentation, assortment breadth, and Shopify-class e-commerce approach.
Regional players
- CDON: Nordic marketplace platform carrying multi-brand sporting goods and apparel. Comparable as a Nordic-rooted online retailer serving the same consumer demographic, though with broader marketplace dynamics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Sportamore social profiles
Digital presenceSportamore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sportamore leadership team
Management profileNumber of profiles
Profiles1 record
Sportamore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sportamore M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sportamore
What does Sportamore do?
Sportamore is a pan-European online retailer selling sports apparel, footwear, and equipment for women, men, and children through its Shopify-powered e-commerce storefront. The catalog combines international brands (adidas, Nike, Puma, Hoka, FILA) with proprietary house brands (BLACC, 1DA, Strooem), and the company delivers across 25+ European countries with free shipping and 365-day free returns.
Is Sportamore a public or private company?
Sportamore is a private company. It is classified as public and is currently operating.
When was Sportamore founded?
Sportamore was founded in 2009. It employs 101 to 250 people.
Where is Sportamore based?
Sportamore is headquartered in Stockholm, Sweden, in the Europe region.
How does Sportamore make money?
One revenue line is on record: direct product sales.
Who are Sportamore's main competitors?
Broad incumbents on record are Zalando, Decathlon, Intersport, Frasers Group (Sports Direct) and H&M. Direct peers are Footway, XXL Sport, Stadium and Boozt. CDON is listed as a regional player.
Does Sportamore have an API?
No public API is recorded for Sportamore.
What industry is Sportamore in?
Sportamore's product category is Online Sporting Goods Retail. Its primary akta.pro industry code is CRAMABAC, Athletic Footwear & Sport Apparel Retail, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 45911 and its SIC code is 5600.