In 2020, the Portuguese footwear market was notably fragmented, with Nike Retail BV leading at 10.5%, Sopropé and Adidas tied at 6%, and a substantial 37.5% attributed to "Others," indicating a diverse landscape of smaller brands and retailers.
This suggests that while global giants like Nike, adidas, and Puma maintain strong brand recognition, local players and private labels—such as Sopropré and Modalfa—play a significant role in shaping consumer choices, reflecting a balance between international influence and domestic retail strength.
In 2024, we see that Nike lost significant market share, with Sopropé growing to 7.3% and Itx Portugal surpassing Adidas, with 6.3%. Also, other small retailers now have 39.3% market share, compared to previous 37.5%.
This only confirms the trend of smaller brands and local brands are growing stronger every year, with people choosing them over expensive branded shoes from Nike or other big brands.