The year of sport – Zalando’s plans for 2024

The Berlin online retailer Zalando SE focuses on sportswear.

Many major sporting events will take place in Europe in 2024, including the UEFA European Championship. Given the busy sports calendar this year, Zalando is also focusing on the sports category and last week announced a new partnership with Swiss brand On and the launch of an ‘Adaptive Sports collection’.

The sports brand On will be included in Zalando’s partner program with around 100 products and will now be available in 22 Zalando stores. The brand’s running-focused collection includes shoes and clothing for men and women.

“At its core, On is a sports brand deeply rooted in running and an active lifestyle. On’s goal is to interact with our customers where they move – on the running trails, in the gyms and online. The partnership with Zalando opens up a new, young and active audience for us in one fell swoop,” says Bianca Pestalozzi, General Manager for the Europe, Middle East and Africa (EMEA) region at On.

Zalando Fulfillment Solutions will be responsible for processing the orders. The partnership is also set to be expanded over the course of the year, making On products available to other markets, such as Switzerland.

Adaptive sportswear

After the online retailer
in October 2022 adaptive mode has added to its range, a collection of adaptive sportswear now follows. The range expansion will initially include the own brands Pier One and Even&Odd. The different products are designed for people with different types of impairments who still lead an active lifestyle, such as runners and skiers with prostheses.

“Our vision is to be a fashion platform that welcomes all people and provides access to fashion without restrictions, covering all areas of life – including sports. We see a gap in the sportswear market – finding fashionable and affordable adaptive sportswear is still a major challenge for people with disabilities. With this launch we want to make fashionable sportswear accessible to people with disabilities,” says Jemma Garner, Principal Business Developer for product diversity and inclusion at Zalando.

In addition to the new launches, the online platform has renewed the product pages in the sports category to make product information more prominent. This should make it easier for customers to assess aspects such as functionality and durability. For better visualization, the sportswear is shown in motion in a video.