Our trusted partner, Amazon Ads, commissioned bespoke research from GWI to go beyond top-line trends - leveraging our recontact methodology to uncover how sportswear shoppers think, buy, and discover.

We re-interviewed thousands of verified respondents across France, Germany, Italy, Spain, and the UK - all pre-profiled through our existing data - and asked them a custom set of questions to dig deeper into motivations, behaviors, and brand triggers.

Inside the report:

• Category breakdowns across apparel, footwear & accessories

• Motivations and behaviors that define key shopper segments

• Journey insights from discovery to purchase and beyond

• The influence of 2024’s summer of sports

• Amazon’s growing role in inspiration, entertainment, and conversion

Want to replicate this kind of insight for your category, region, or audience?

This study was made possible through GWI’s recontact methodology - helping brands ask smarter questions to the right people and uncover richer, more actionable answers.

Because respondents are already identified and available, recontact research delivers:

• Speed – faster fieldwork with no need to recruit from scratch

• Depth – new answers layered on top of 57,000+ profiling points

This is the power of bespoke insight - built to help you map markets, define personas, size opportunities, and optimize the path to purchase.