Plein Sport is on an aggressive mission to disrupt the sportswear market and is seeking to take a slice of the action from “a few big players” in the sportswear market, such as Nike, Adidas and Puma.
Philipp Plein, who is behind the brand, has plans to expand into 295 stores by 2024.
“For me, the most important thing is to not create competition inside the group,” Plein said (h/t Fashion United). “Every brand in our portfolio has a specific landscape, and strategy in terms of positioning, communication, development, and distribution. Our brands complete each other, and they don’t compete with each other.”
Plein Sport is positioning itself as the “ultimate sportswear experience” positioned between fashion lifestyle and sport, driven by ultra-modern “wearable, non-polarizing, functional products” with prices starting at over $200.
“Plein Sport is leveraging the name, Philipp Plein but is completely different. Philipp Plein can be difficult to please everyone, Plein Sport can. We don’t want it to be a fashion brand, we want it to be a sports brand.”
Shoes and sneakers are the core of the Plein Sport brand with all products designed within their Plein Sports Lab to offer “advance stamina and boost execution” with technical fabrications and lightweight ergonomic and shock-absorbing soles.
Plein Sport is currently planning to open 295 mono-brand stores by the year 2024, including 50 next year (2023). The first is slated to open in January 2023 in Madrid’s Plaza Norte 2, Spain, chosen as it’s the city where Plein sponsors Athletico Madrid football club, with Plein adding that they’ve “more or less” confirmed contracts for nine locations for Q1 2023.