Sport Time Group

What Sport Time Group does

Sport Time Group is the exclusive distributor of Nike products for the Balkans, operating both retail and wholesale businesses across seven countries: Serbia, Romania, Bulgaria, Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania. Founded in 2014 and headquartered in Belgrade (Airport City), the company sells Nike footwear, apparel, and equipment through a network of Nike-branded retail stores and outlets, complemented by wholesale distribution to third-party retailers. Its end-customers are athletic and lifestyle consumers in markets with an aggregate addressable population of approximately 43 million people.

The company is structured through three wholly owned legal entities — Sport Time Balkans doo (Serbia), Sport Time Trade Srl (Romania), and Sport Time EU EOOD (Bulgaria) — with regional offices in Bucharest and Sofia in addition to the Belgrade headquarters. Operating geography was extended into the European Union in 2020 with the opening of the Romania and Bulgaria offices. Retail presence includes Nike full-price stores and Nike outlet stores across all seven markets, with Romania being the densest market. Gift card programs have been deployed in Serbia, Romania, and Bulgaria.

Revenue mechanics are split between (a) direct-to-consumer sales through owned Nike retail locations and (b) wholesale product distribution to retail partners across the region. Pricing of Nike products is set by Nike and is not disclosed by Sport Time. The company's go-to-market combines sales-led distribution with event-driven brand building, sponsoring the Belgrade Marathon, Air Max Day, the Luka 5 basketball tournament, Metcon FortFight, and Nike Well Collective events. The company has participated in Nike's Move to Zero sustainability program since 2019 and runs donation-box and community sports programs in partnership with Sport Vision and Buzz. As of February 2026, Marko Marinković serves as General Manager, having succeeded Mirjana Jokić; he previously led Sport Time's expansion into Romania and Bulgaria.

Name

Sport Time Group

Legal name

Sport Time Balkans doo

Website

https://sporttimegroup.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Sport Time Group is the exclusive Nike distributor for the Balkans, operating Nike-branded retail stores and wholesale distribution across seven countries (Serbia, Romania, Bulgaria, BiH, Montenegro, North Macedonia, Albania), serving 43 million consumers with 400+ employees.

Ownership category

akta.pro rank

Product category

Athletic Footwear and Apparel Distribution

NAICS

Shoe Retailers (45821), Footwear Merchant Wholesalers (42434), Sporting Goods Retailers (45911)

SIC

Retail-Shoe Stores (5661), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

Keywords

• Athletic footwear retail
• Sportswear wholesale distribution
• Athletic apparel distribution
• Retail store operations
• Premium sportswear retail

Headquarters

HQ city

Belgrade

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Nike Retail Operations: Company operates owned Nike retail stores and outlets across seven Balkan countries, generating revenue through direct consumer sales of Nike products.
2. Nike Wholesale Distribution: Company distributes Nike products to wholesale customers and retail partners across the Balkans region, generating revenue through bulk product sales.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Sport Time Group is the exclusive distributor of Nike products across the Balkans, operating both Nike-branded retail stores and outlet locations in seven countries (Serbia, Romania, Bulgaria, Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania) and supplying Nike footwear, apparel, and equipment through wholesale distribution to retail partners across the region. The company supports these sales with gift card programs in Serbia, Romania, and Bulgaria, plus community-driven event sponsorships such as the Belgrade Marathon.

Product overview

Sport Time Group is an exclusive Nike distributor for the Balkans region, operating both retail and wholesale businesses. Founded in 2014, the company manages a network of Nike retail stores across seven Balkan countries (Serbia, Romania, Bulgaria, Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania) and distributes Nike products to wholesale partners. The company employs over 400 people and covers markets of 43 million customers. The product portfolio centers on Nike footwear, apparel, and equipment sold through owned retail locations and wholesale channels, complemented by gift card services for major markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Nike Retail Stores Owned network of Nike retail stores across the Balkans region, including Serbia, Romania, Bulgaria, Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania. The stores offer the full range of Nike footwear, apparel, and equipment products to end consumers.
• Nike Wholesale Distribution Wholesale distribution of Nike products to retail partners and resellers across the Balkans region, generating revenue through bulk product sales.
• Sport Time Gift Cards Gift cards redeemable at Nike stores in Serbia (Belgrade, Novi Sad, Kragujevac, Indjija, Nis), Romania (Bucharest, Constanța, Cluj, Timișoara, Brașov, Iași, Craiova), and Bulgaria (Sofia, Plovdiv, Varna, Burgas).

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Nike (Move to Zero)coreStrategic or Co-development Partner · 1 January 2019Sport Time joined Nike's journey towards zero carbon and zero waste in 2019, committing to global 2025 sustainability goals including reducing greenhouse gas emissions by 50% through eco-friendly materials, zero waste to landfill with 80% recycled into Nike products, and freshwater reduction in textile processing.
• Sport VisioncoreStrategic or Co-development PartnerStrategic partner for sustainability initiatives including donation boxes and Vision for a Healthy Future. Sport Vision operates Nike retail locations in Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania.
• BuzzminorStrategic or Co-development PartnerPartner in sustainability initiatives including donation boxes and Vision for a Healthy Future campaign.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Regional players

• XXL Sport: XXL Sport (XXL ASA) is a Nordic sporting goods retailer with a broad athletic and outdoor assortment across Norway, Sweden, Finland, and Austria. It is a regional player peer because it competes in athletic specialty retail with similar product mix and pricing dynamics, but its geography does not overlap with the Balkans.
• Sprinter: Sprinter is a Spanish sporting goods chain with multi-brand athletic footwear, apparel, and equipment offerings. It is a regional player peer because it competes in the same athletic specialty retail category and serves a similar Southern European demographic, though its footprint is concentrated in Iberia.
• SportScheck: SportScheck is a German multi-brand sporting goods retailer, part of the Otto Group, with stores across Germany and online. It is a regional player peer because it competes in athletic specialty retail serving a similar athletic-footwear and apparel consumer, but its footprint is concentrated in DACH rather than the Balkans.
• Stadium (Stadium AB): Stadium is a Nordic sporting goods chain with broad athletic footwear and apparel assortment, owned by H&M. It is a regional player peer because it competes in athletic specialty retail with a similar multi-brand model, primarily serving Scandinavian consumers rather than the Balkans.

Broad incumbents

• Intersport: Intersport is a global multi-brand sporting goods retailer operating thousands of stores across Europe, selling athletic footwear, apparel, and equipment from multiple brands. It is a broad incumbent comparable to Sport Time because it competes for the same end consumers in athletic specialty retail, just without a single-brand exclusive focus.
• Decathlon: Decathlon is one of the world's largest sporting goods retailers, with own-brand and multi-brand athletic products sold through large-format stores and online. It is a broad incumbent peer to Sport Time because it competes for athletic-footwear and apparel spend in Europe, with growing presence in Eastern Europe.
• Sport 2000: Sport 2000 is an international sports retail cooperative with thousands of affiliated stores across Europe. It is a broad incumbent peer to Sport Time because it operates multi-brand athletic footwear and apparel retail in overlapping European markets and negotiates with major brands including Nike.
• Foot Locker: Foot Locker is a global athletic footwear and apparel retailer that sells Nike as a core brand through mall-based and outlet stores in Europe and worldwide. It is a broad incumbent peer because it serves the same athletic-footwear end consumer, often in the same malls where Sport Time operates Nike stores.
• JD Sports: JD Sports Fashion is a leading European athletic-fashion retailer, with a strong presence across the UK, Continental Europe, and growing Eastern European footprint. It is a broad incumbent peer because it retails Nike and competing athletic brands to similar consumers and has been expanding into the Balkans and Central Europe.

Direct peers

• Sport Vision: Sport Vision operates Nike retail locations in Bosnia and Herzegovina, Montenegro, North Macedonia, and Albania under partnership with Sport Time Group, and is also a multi-brand sporting goods retailer across the Balkans. It is a direct peer because it sells Nike athletic footwear and apparel to the same end consumers in overlapping Balkan geographies, sharing the Nike distribution ecosystem.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/user127251521
• LinkedInlinkedin.com/company/sport-time-d-o-o-
• Instagraminstagram.com/sporttimebg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

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 Time Group