SPORTSWEAR, FASHION, INTERSPORT DREAMS OF LEADING THE RACE ! | M6 | 66 minutes

Gym membership, signing the kids up for football or basketball, wanting to take up running or get back into tennis. September is the month not to be missed for a large retailer like Intersport. We spend an average of £220 per year. Sport, but not only… Nowadays, the century-old brand, which was created by scouts looking for camping equipment, is increasingly focusing on fashion in its stores to catch up with the leader, Decathlon. In fact, half of the sales area is devoted to clothing of all kinds. And since the acquisition of Go Sport, Intersport has become the leading clothing retailer in France.

By forging alliances with Nike, Adidas, Levi’s and Jack & Jones, it has managed to reach a different type of customer. Intersport has even developed a new fashion-focused brand called Blackstore to attract more fashionable brands.

And even under its own bicycle brand, Nakamura, the trend is to appeal to the general public with its redesigned best-seller Made in France: the Crossover. It is neither a mountain bike nor a racing bike, but a bike for commuting or leisure riding.

The number one spot in sports, sportswear and fashion is up for grabs…