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Sportswear is growing more quickly in major European markets than anywhere else in the world, states Magdalena Kondej, head of apparel research at Euromonitor. Russia’s growth has been especially dynamic with major sportswear retailers looking to enter the country as growth continues. Adidas is planning to open up to 1200 shops in the country till 2015 while Nike is also considering Russia to be one its focus markets. Brand oriented rivalry in Russian youth culture makes expansion particularly important for sportswear retailers.
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