Sport Vision Serbia

What Sport Vision Serbia does

Sport Vision Serbia, operating under the legal entity SPORT VISION PREDUZEĆE ZA TRGOVINU I POSREDOVANJE DOO, BEOGRAD (NOVI BEOGRAD), is a privately held multi-brand sportswear and sporting equipment retailer headquartered in Belgrade, Serbia. The company serves individual consumers (men, women, and children) plus a secondary corporate and union purchasing segment (Sindikalna Prodaja) across Serbia and at least 12 additional SEE and CEE markets including Macedonia, Bosnia and Herzegovina, Croatia, Romania, Bulgaria, Montenegro, Slovenia, Albania, Greece, the Czech Republic, Slovakia, and Hungary. The core catalogue spans sports footwear, apparel, and equipment across categories including running, football, basketball, training, swimming, outdoor, skiing, and lifestyle, distributed through 25+ premium international brands such as Nike, adidas, Under Armour, New Balance, Salomon, and The North Face.

The business operates an omni-channel distribution model anchored by a physical retail store network in Serbia and a direct-to-consumer e-commerce platform at sportvision.rs, supplemented by Click&Collect, automated parcel locker (Paketomati) delivery, and same-day delivery services. The technology layer includes a unified single sign-on account system (mojprofil.rs) linking five sub-brand online storefronts (Sport Vision, Buzz Sneakers, Tike, Extra Sports, Runnmore), a Google Maps-integrated store locator with geolocation, and the Sport&Bonus points-based loyalty programme co-issued with Sport time Balkans d.o.o. Beograd. Payment processing is handled by WSPay under SSL encryption and PCI DSS compliance; social authentication is provided through Facebook and Google OAuth; and web analytics and remarketing run on Google Analytics and Facebook cookies.

Revenue is generated through retail sales of multi-brand sportswear and sporting equipment, with pricing in Serbian Dinars (RSD) on a per-unit basis. Up to 50% seasonal discounts are offered, and consumer credit is enabled through two instalment programmes: Banca Intesa credit cards (up to 9 monthly instalments) and the Sindikalna Prodaja union/corporate programme (up to 12 salary-deduction instalments). The Sport&Bonus loyalty programme rewards purchases at 1 point per 100 RSD with tiered mega bonuses ranging from 1,000 to 5,000 RSD. The company also operates the EcoVision sustainable product initiative, featuring goods made from recycled, vegan, and biodegradable materials. As of the data provided, no funding rounds, parent company, institutional investors, or publicly disclosed revenue figures are identified.

Name

Sport Vision Serbia

Legal name

SPORT VISION PREDUZEĆE ZA TRGOVINU I POSREDOVANJE DOO, BEOGRAD (NOVI BEOGRAD)

Website

https://sportvision.rs

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Sport Vision Serbia is a privately held multi-brand sportswear and sporting equipment retailer headquartered in Belgrade, serving individual consumers and corporate/union buyers across Serbia and 12+ SEE/CEE markets through physical stores and an omni-channel e-commerce platform.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (4582), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports & On-Field Performance Apparel (CRAAAEAE), Soccer/Football Footwear & Apparel Retail (CRAMACAC), Basketball Footwear & Apparel Retail (CRAMACAB)

Keywords

• Sports retail
• Sports footwear
• Sports apparel
• Sports equipment
• Loyalty program

Headquarters

HQ city

Belgrade

HQ country

Serbia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales of sportswear and sporting equipment: Sport Vision generates revenue primarily through the retail sale of sports footwear, apparel, and equipment across physical stores and online channels. The business operates on a multi-brand, multi-format model serving end consumers directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Sport Vision Serbia is a multi-brand sports specialty retailer that sells sports footwear, apparel, and equipment from global brands (Nike, adidas, Under Armour, New Balance, Salomon, The North Face, Speedo, Reebok, Umbro, Kappa, Arena, Fila, Garmin, Columbia, Puma, Converse) through physical retail stores and an omni-channel e-commerce platform (sportvision.rs). The retailer complements its merchandise with a Sport&Bonus loyalty program, Click&Collect service, parcel locker delivery (Paketomati), e-gift cards, and flexible payment options including union/corporate sales with up to 12 instalments and Banca Intesa instalment financing.

Product overview

Sport Vision Serbia operates as a multi-brand sports retail platform offering a unified e-commerce experience alongside an extensive physical store network. The core offering consists of the Sport Vision Online Shop as the primary digital channel, complemented by the Sport&Bonus loyalty program, various delivery services (Click&Collect, Paketomati), and E-gift Cards. The product portfolio spans sports footwear (sneakers, cleats, running shoes), sports clothing (t-shirts, hoodies, tracksuits, jackets), and sports equipment (bags, balls, accessories), organized by dedicated brand sections (Nike Corner, adidas Hyperboost) and the Outlet sale section. Special services include Sindikalna Prodaja for union members and the EcoVision initiative for environmentally conscious consumers. The platform serves men, women, and children across sports categories including football, basketball, running, training, swimming, outdoor, and skiing.

Differentiator

Problem solved

Functional benefit

Brands

• Buzz Sneakers: Online sneaker retail store operated by Sport Vision group
• Tike
• Extra Sports
• Runnmore
• Sport&Bonus
• EcoVision

Products and services

• Sport Vision Online Shop

Quantifiable outcome

• Sport Vision loyalty points: 1 point per 100 RSD spent; Mega bonuses from 1000 to 5000 RSD based on points accumulated (120–249 pts = 1000 RSD; 250–499 pts = 1500 RSD; 500–899 pts = 2000 RSD; 900–1499 pts = 3000 RSD; 1500+ pts = 5000 RSD)

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Banca IntesacoreGTM or Marketing PartnerBanca Intesa provides an instalment payment programme enabling Sport Vision customers to pay for purchases in up to 9 monthly instalments using Banca Intesa credit cards. This partnership lowers the purchase barrier for higher-priced sportswear and footwear, supporting sales conversion.
• Google MapssupportingTechnology or IntegrationGoogle Maps is integrated into the Sport Vision website to power the store locator and nearest-store finder function, which also supports same-day delivery service by identifying user proximity to physical stores.
• WSPaycoreTechnology or IntegrationWSPay is the payment gateway processor for online credit card transactions on sportvision.rs. Card payment data is entered on WSPay's secured, SSL-encrypted page; Sport Vision does not store or process card data directly.
• Facebook (Meta)supportingGTM or Marketing PartnerFacebook login is offered as a social authentication option for account registration and login on sportvision.rs. Marketing cookies from Facebook (fr and tr) are used for retargeting and audience-based advertising.
• Google Ireland LimitedsupportingTechnology or IntegrationGoogle provides authentication for account login (Google OAuth), Google Maps integration for store finder, and Google Analytics (ads/ga-audiences and collect) for web analytics and targeted advertising. reCAPTCHA is also used for form protection.
• NB SoftsupportingTechnology or IntegrationNB Soft is credited as the website development partner responsible for building and maintaining sportvision.rs, as noted in the website footer.
• Sport time Balkans d.o.o. BeogradcoreStrategic or Co-development PartnerSport time Balkans d.o.o. Beograd is the named partner in the Sport&Bonus loyalty programme, co-issuing the loyalty card alongside Sport Vision. The programme operates across Sport Vision, Buzz, Extra Sports, Run'n More, and Tike! stores.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Hervis: Austrian sporting goods retailer with a multi-brand store network across Austria and CEE. Directly comparable multi-format sports retail operator targeting similar premium-brand-led consumer segments in overlapping geographies.
• Intersport: Global multi-brand sporting goods retailer with a strong European store franchise. Most directly comparable multi-brand sportswear and equipment retailer operating in CEE, competing head-to-head for premium brand allocations and consumer baskets.
• Stadium (Stadium AB): Swedish multi-brand sports retailer with operations across the Nordics and selected CEE markets. Comparable multi-brand sportswear and equipment positioning and omnichannel model relevant to Sport Vision's regional expansion thesis.
• JD Sports: European athletic-fashion multi-brand retailer with a large store and e-commerce footprint. Comparable in premium-brand-led athletic footwear and apparel merchandising, expanding across continental Europe and into CEE/SEE.
• Sportisimo: Leading Central European multi-brand sportswear and equipment retailer headquartered in the Czech Republic. Highly comparable business model with multi-brand positioning, store network, and e-commerce across CEE markets overlapping with Sport Vision's footprint.
• Decathlon: World's largest sporting goods retailer with growing SEE presence. Direct competitor in multi-category sports equipment and apparel, differentiated by a heavy private-label mix that pressures third-party-led retailers like Sport Vision.
• Foot Locker: Global athletic footwear and apparel specialty retailer. Direct competitor in sneaker and athletic footwear retail, increasingly pushing into European markets and competing for the same Nike/adidas allocations that anchor Sport Vision's assortment.

Broad incumbents

• Nike (Direct): Largest single supplier brand for Sport Vision. Increasingly competing with multi-brand retailers via Nike Direct stores, Nike.com, and Nike app in European markets — the principal structural threat to wholesale-led sports retail.

Regional players

• XXL Sport (XXL ASA): Nordic sporting goods retailer with multi-brand positioning. Operates a similar multi-format store and e-commerce model; while primarily Nordic-focused, its category and supplier mix is comparable to Sport Vision.
• Sport Time Balkans (Sport time d.o.o.): Regional multi-brand sports retailer across the Balkans, including Bosnia and Herzegovina. Direct overlap with Sport Vision's geographic footprint and customer base, making it a local-market competitor in shared territories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/sportvisionsrbija
• Facebookfacebook.com/sportvisionsrbija
• Instagraminstagram.com/sportvisionsrbija
• TikToktiktok.com/@sportvision.srbija
• LinkedInlinkedin.com/company/sport-vision-serbia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sport Vision Serbia