Sportamore

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

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

• Sports apparel retail
• Athletic footwear sales
• Sports equipment ecommerce
• Multibrand sports retail
• Online sporting goods

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core 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.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Footway+coreTechnology or IntegrationSportamore 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.
• SchenkerminorOthersSchenker is used as the logistics and shipping partner for order fulfillment and delivery services across European markets.

Recent moves1 record

Expansion highlights4 records

Broad 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

• Instagraminstagram.com/sportamore
• TikToktiktok.com/@sportamore
• Xx.com/sportamore
• Facebookfacebook.com/sportamore
• LinkedInlinkedin.com/company/sportamore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sportamore