Sportplus
Sportplus is an Estonian e-commerce and outlet retailer selling branded sportswear, footwear, accessories, and sports equipment for men, women, and children across multiple international brands. Operating since 1998 from Tallinn with a Magento-based multi-language storefront and a physical outlet store.
- Company typePrivate
- Founded1998
- HeadquartersTallinn, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Sportplus does
Sportplus (legally A.I.R. SPORT PROJEKT OÜ) is an Estonian privately held sportswear and sporting-goods retailer operating since 1998 from Tallinn. The company sells branded sportswear, footwear, winter clothing, and accessories across three customer segments (Men / Naised / Women, Women / Lapsed / Children) and three core categories (clothing, footwear, accessories), plus a dedicated sports equipment section covering trainers and gym machines, fitness accessories, and outdoor gear such as ice skates and sleds. The product assortment spans international brands including Nike, Adidas, Puma, Champion, Diadora, Ziener, Bikkembergs, and Castore, with individual unit prices ranging from approximately €2 (basic accessories) to €170+ (premium items), often presented alongside discounted sale prices.
The business runs on a Magento-based e-commerce platform (sportplus.ee) with multi-language support in Estonian, English, and Russian, advanced search functionality, customer accounts, and order tracking. A physical outlet store branded Sportplus OUTLET operates at the T1 shopping center in Tallinn (Peterburi tee 2, 2nd floor), open seven days a week from 10:00 to 20:00, serving as a discount/clearance channel for the e-commerce business. Marketing channels are limited to an active Facebook page, an email newsletter, and organic search via the multi-language website.
The revenue model is straightforward direct-to-consumer retail: one-time unit purchases of branded goods at margin, with frequent promotional discounting. The customer base is fragmented and consumer-facing (B2C), with no enterprise accounts, no subscription model, and no disclosed recurring revenue. The company has 1-10 employees, no external funding, no parent company, no disclosed management team, and operates exclusively in Estonia — though the Russian-language site hints at passive regional reach. Overall, Sportplus is a small, independent, long-running niche e-commerce retailer with a hybrid online/offline discount-oriented model.
Sportplus firmographics
Firmographics- Name
- Sportplus
- Legal name
- A.I.R. SPORT PROJEKT OÜ
- Website
- https://sportplus.ee
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sportplus is an Estonian e-commerce and outlet retailer selling branded sportswear, footwear, accessories, and sports equipment for men, women, and children across multiple international brands. Operating since 1998 from Tallinn with a Magento-based multi-language storefront and a physical outlet store.
- Ownership category
- akta.pro rank
Sportplus industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911), Shoe Retailers (45821)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic Footwear & Sport Apparel Retail (CRAMABAC)
- akta.pro secondary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
Keywords
Where Sportplus is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Sportplus business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Retail Sales: Direct-to-consumer retail sales of sportswear, footwear, and sporting equipment through e-commerce platform and physical outlet store. Products include clothing, shoes, accessories, and sports equipment for men, women, and children.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with discounts |
Distribution channels2 records
Marketing channels3 records
Sportplus product offering
Product offeringCore offering
Sportplus is an Estonian e-commerce and physical retail sportswear merchant selling branded sportswear, footwear, accessories, and sporting equipment for men, women, and children. The store carries international brands such as Nike, Adidas, Puma, Champion, Diadora, Ziener, and Diesel across categories including football, running, cycling, swimming, fitness, and outdoor activities, and also operates a clearance outlet at T1 shopping center in Tallinn.
Product overview
Sportplus is an Estonian e-commerce sports retailer offering a comprehensive range of sports apparel, footwear, and equipment. The product portfolio spans three main customer segments (Men, Women, Children) across three core categories (Clothing, Footwear, Accessories), plus a dedicated sports equipment section covering gym/trainers, fitness accessories, and outdoor gear. The store operates both as a full-price retailer and an outlet (SportPlus OUTLET) for discounted items. The company sells multiple international sports brands including ADIDAS, NIKE, PUMA, CHAMPION, DIADORA, and many others.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Sports Clothing
Companies that use Sportplus
Customer profileSegments3 records
Ideal customer profiles1 record
Sportplus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sportplus partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights4 records
Sportplus competitors and assessment
Company assessmentBroad incumbents
- Intersport: Intersport is a global sporting goods retail cooperative with European store and online presence, including the Baltics. Overlaps with Sportplus in multi-brand athletic footwear and apparel retail, but operates far broader footprint.
- Decathlon: Decathlon is the world's largest sporting goods retailer with proprietary brands across all major sport categories, including stores in the Baltic states. Comparable as a multi-category sports retailer but operates at vastly larger scale with vertical integration Sportplus lacks.
- Foot Locker: Foot Locker is a global multi-brand athletic footwear and apparel retailer with European e-commerce serving Estonia. Overlaps with Sportplus's sneaker/apparel assortment but specializes more narrowly in footwear.
- JD Sports: JD Sports is a leading European multi-brand sports fashion retailer with omnichannel presence including the Baltics. Comparable to Sportplus in carrying Nike, Adidas, Puma and similar labels, but with stronger scale and marketing.
- Zalando: Zalando is Europe's largest online fashion and lifestyle platform, with a sizable sportswear/athleisure assortment and active marketing in Estonia. Competes with Sportplus for online sports apparel and footwear share, especially in non-mall-shopping customer segments.
- Sports Direct (Frasers Group): Sports Direct is a large UK-headquartered multi-brand sportswear and equipment discounter shipping across Europe. Comparable to Sportplus's outlet-and-discount positioning and brand mix, but at significantly greater scale.
Regional players
- Stockmann: Stockmann is a Finnish department store chain with Baltic operations, including sportswear and footwear departments. Comparable regional multi-category retailer that captures some of the same sports apparel spending Sportplus targets.
- Kaubamaja (Tallinna Kaubamaja): Tallinna Kaubamaja is Estonia's largest department store group with sports and footwear departments carrying international brands. Indirect competitor for sportswear basket share, primarily serving Estonian consumers like Sportplus.
Direct peers
- Sportland: Sportland is a multi-brand sporting goods retailer founded in the Baltics, operating stores and online platforms across Estonia, Latvia and Lithuania carrying Nike, Adidas, Puma and similar brands. Directly comparable to Sportplus in product mix, target customer and omnichannel model.
- Pro Sport (Estonia): Pro Sport is an Estonian sporting goods retailer offering apparel, footwear and equipment from leading international brands. Closest head-to-head competitor to Sportplus within the domestic Estonian market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks4 records
Key highlights5 records
Customer concentration
Sportplus social profiles
Digital presenceSportplus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sportplus leadership team
Management profileNumber of profiles
Sportplus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sportplus 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 Sportplus
What does Sportplus do?
Sportplus is an Estonian e-commerce and physical retail sportswear merchant selling branded sportswear, footwear, accessories, and sporting equipment for men, women, and children. The store carries international brands such as Nike, Adidas, Puma, Champion, Diadora, Ziener, and Diesel across categories including football, running, cycling, swimming, fitness, and outdoor activities, and also operates a clearance outlet at T1 shopping center in Tallinn.
Is Sportplus a public or private company?
Sportplus is a private company. It is classified as unknown and is currently operating.
When was Sportplus founded?
Sportplus was founded in 1998. It employs 1 to 10 people.
Where is Sportplus based?
Sportplus is headquartered in Tallinn, Estonia, in the Europe region.
How does Sportplus make money?
One revenue line is on record: retail Sales.
Who are Sportplus's main competitors?
Broad incumbents on record are Intersport, Decathlon, Foot Locker, JD Sports, Zalando and Sports Direct (Frasers Group). Regional players are Stockmann and Kaubamaja (Tallinna Kaubamaja). Direct peers are Sportland and Pro Sport (Estonia).
Does Sportplus have an API?
No public API is recorded for Sportplus.
What industry is Sportplus in?
Sportplus's product category is 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 3949.