From Tenniscore’s reign to TV channels setting historic viewership records – it’s clear that 2024 has been a milestone year for sports…and sports fashion. However, the excitement surrounding sports has officially hit its peak as the world’s greatest athletes gather for the ultimate display of athletic excellence in Paris.

The question is – how does this 16-day event (and similar international sporting events) impact our shopping and lifestyle behaviors? We surveyed 1000 U.S.-based consumers to find out. We also asked if retailers are doing enough to bring them the sports-inspired fashion of their dreams.

Check out the findings and get your (shop) floor routine perfected before the opening ceremony.

Let’s talk merch

When asked what kind of purchases they typically make around major international sporting events, 38% of consumers say they buy merchandise (such as apparel or accessories that show support for their country/favorite team/athlete) for themselves or their children. Though 2024 has truly been something special – already, 40% of consumers say the excitement around this summer’s major sporting events has influenced them to purchase products like sporting goods and athletic attire.

When asked where they search online for sports-related merchandise to support their nation’s top athletes and teams, the below online destinations rounded out the top three:

• Amazon (47%)
• The team/organization’s official website (31%)
• The respondent’s favorite sportswear retailer (25%)

While these may seem like obvious go-tos for sports fanatics, the survey uncovered a few hidden gems. One in five (22%) respondents browse their favorite online fashion retailer’s site for sporty merch, and Etsy and Instagram tie for fifth place, both winning the hearts of 16% of consumers. TikTok Shop also emerged as an underdog. Though just 10% of all U.S. consumers say they shop for sports gear on this budding marketplace, this number increases to one in four (26%) for Gen Z. That being said, 56% of consumers think retailers could do a better job designing and offering fashion inspired by major international sporting events.

No matter the marketplace or channel, these responses go to show that retailers must be prepared to show sports-obsessed consumers relevant, personalized merchandise – this summer and all year round.

Athletes as influencers

The TikTok, Nike, and Ralph Lauren clothing hauls dazzled the masses. Simone Biles is pushing the limits of athletic excellence once more and Stephen Nedoroscik has officially won our hearts. Though, we don’t envy them for having to sleep on the incredibly uncomfortable-looking cardboard beds.

This international sporting event is on everyone’s minds, and while the average American may not follow a top athlete into the Seine, 42% of consumers say they are more likely to purchase a product from a brand endorsed by a top athlete representing their country in an international sporting event. This number jumps to 55% and 65% for Millennials and Gen Z, respectively.

Another intriguing finding from the data? Over half of men (53%) said they’ve bought gear to support a men’s team or athlete that is representing their country in an international sporting event, while only 18% said they’ve bought gear to support a women’s team or athlete. Interestingly, women also follow suit. 27% of women say they have bought gear in support of a women’s team or athlete, whereas 37% say they’ve bought gear to support a men’s team or athlete.

However, in future years, it’s possible we’ll start to see support for women athletes grow among both demographics as viewership for women’s sports continues to reach historic highs. First, retailers have some inventory struggles to address before meeting demand. Then they can promote these items through personalization and beautiful product pages to emulate the excitement around both men and women athletes.

Sports are a lifestyle, not a game

When major international sporting events take over, their influence extends beyond consumer spending – some fans are putting their own athletic talents to the test. In fact, after watching their nation compete in an international sporting event:

1. 25% of respondents were inspired to enroll themselves in a new sport
2. 34% of respondents with kids were inspired to enroll their child in a sport

Americans prefer to tune into their favorite sports in a distraction-free environment, with 50% of consumers saying that they typically watch major international sporting events at home. Grocers take note: 50% of these Americans also like to stock up on food and drinks for these watch parties. As for the sports they follow the closest? Basketball and soccer tied, with 20% of respondents favoring each, followed by gymnastics – which is a fan-favorite for 16% of respondents.

Responding to Sportriotism

Algolia’s AI search platform handles 1.7 trillion searches annually for 17,000+ users (including thousands of retailers). To further validate American consumers’ interest in products that show pride for their country, we took a look at search volumes of patriotic terms across our platform in recent months, finding:

• Searches for “USA” were up 26% month-over-month in May and June
• April searches for “USA” – 1,907,070
• May searches for “USA – 2,403,138
• June searches for “USA” – 3,029,687

Searches for “Red, White & Blue” were up 82% in May and then 41% in June.

• April searches for “Red, White & Blue” – 158,651
• May searches for “Red, White & Blue” – 289,427
• June searches for “Red, White & Blue” – 408,299

The numbers don’t lie; U.S. consumers are looking for merchandise to show off love for their country. Though it’s possible many consumers seek patriotic gear to celebrate the 4th, Memorial Day or simply because they love a classic coastal-grandma-approved American flag sweater, these items also top the list for those looking to support U.S. top athletes.

Retailers should not underestimate the influence this summer’s international sporting events and their athletes will have on consumers’ purchasing decisions, outlook, and future plans. The opportunities are endless for retailers looking to take advantage of this surge in patriotism and provide great shopping experiences for consumers, even if they simply boost products that were left on the shelf on July 5th.