Italy is the third global supplier of sporting goods to the UAE

Italy is the third global supplier of sporting goods to the UAE

Italian Sporting goods companies embrace more and more the Green Economy

Dubai, UAE; October28, 2022: Earlier today, Italy inaugurated its national pavilion at the Dubai Active Show, the Middle East’s leading Fitness and Wellness Trade show that will run until Sunday 30th October at the Dubai World Trade Centre. Import of Italian sporting goods and of food supplements to the UAE reach a yearly average of Euro 50 million worth of products.

Located in DWTC- Zabeel Hall 5 the Italy Pavillion is organized by the Italian Trade Agency in cooperation with Assosport (the association of Italian sporting goods industry) and powered by the Italian Ministry of Foreign Affairs and International Cooperation. The Pavilion gathers a selection of Italian SMES operating in the wellness industry and showcasing their latest devices and equipment, from biomedical devices and tools for aquatic fitness to trekking poles integrated with digital technology for the measurement of outdoor activities and food and skin supplements.

Wellness is rising as a priority among consumers around the world, the fitness industry has been booming and more and more companies are designing products that support and encourage a healthy and active lifestyle. Italy is an advocate of wellness as a way of living and it is one of the global leaders in the manufacturing of sportswear and of sport equipment.

The Italian sport industry has over 750 companies, employs more than 30,000 direct employees and generate around 10 billion euros in revenues, exporting 70% of the overall production. Foreign customers research the “Made in Italy” quality that they know is a guarantee of high quality, high level of technology and now also sustainable production.

Lorenzo Fanara, Ambassador of Italy to the UAE highlighted thatthe Active Show will be an opportunity for Italian companies geared towards the fitness market to showcase their qualitative excellence, a worldwide benchmark for technical innovation and style. Mens sana in corpore sano, “a healthy mind in a healthy body”, continues to inspire Italy’s approach to lifestyle and wellness and Italian companies exhibiting at the Active Show look forward to sharing our expertise and technology with UAE and international customers.”

Amedeo Scarpa, Italian Trade Commissioner to the UAE added “For the Italian companies operating in the sport industry, export represent an important part of their annual turnover. Here in the UAE, Italy is the third global supplier: in 2021, UAE import from Italy of sport products increase by 38% compared to previous year. Latest figures report a positive upward trend also in the 1st semester of 2022 with a growth of +22%. The demand for Italian food supplements has been increasing, with a growth of +43% from 2020 to 2021. Moreover sport equipment Made in Italy are largely used in most of Emirati gyms and fitness centres. Our motto at Dubai Active Show 2022 is “Sustainability is Sustainab-ITALY”: a growing number of  Italian companies are engaged to become more sustainable and efficient. According to a recent survey conducted by Assosport and University of Padova, Italian companies in the sport sector are embracing a more sustainable approach along the entire supply chain in order to minimize the negative environmental impact”.

The survey shows that 61% of sporting good manufactures invest more than 10% of their total investments in Circular Economy projects and sustainability. This percentage is expected to increase substantially: in the next 3 years investments in circular economy will increase on average by 5%, reaching almost a quarter of total investments made.

Sport Industry has been particularly committed in actions aimed at cutting emissions (56%) and resources / materials used (55%) and at reducing the amount of waste and refuse (33%).

Commenting on the results of the survey, Anna Ferrino, President of Assosport, said « There is an undeniable awareness of Italian sporting goods industry about sustainability and environment. We feel the desire of change, of embracing the green philosophy, that has becoming more and more prominent in our lives. Our entrepreneurs indeed have showed attention and commitment in respecting environment for a long time now. The survey showed a marked difference between brands and supply chain’s companies. The first ones are more committed in using certified materials and reducing emissions, looking for KM0 suppliers; second ones are more focused on product, from chemical substances reduction to product life extension”.

For more information on Italy’s participation, download the exhibition catalogue here:

For latest news and updates, please follow @ITAdubai on Twitter, @ITAdubai on Instagram, ITA – Dubai Office on LinkedIn, and Italian Trade Agency on YouTube.

Italian Exhibitors participating atDubai Active Show:

  1. 3BBLE
  2. 4MOVE
  10. KWELL

Notes to Editors

About Italian Trade Agency – ITA

The Italian Trade Agency is the Government agency which promotes the globalization of Italian firms, under the aegis of the Ministry of Foreign Affairs. ITA helps to develop, facilitate and promote Italian economic and trade relations with foreign countries, focusing on the needs of SMEs, their associations and partnerships. ITA sustains Italian firms in their internationalization process, promoting the marketing of Italian goods and services as well as the image of “Made in Italy” products around the world, while facilitating outward Italian investments and encouraging FDI attraction into Italy. ITA provides information, support and consultancy services to Italian companies on foreign markets, in order to foster exports and economic cooperation in all sectors, with the objective of increasing the effectiveness of their presence on international markets. ITA works closely with the Italian Regions, the network of Italian Chambers of Commerce, business organizations and other public and private entities. ITA’s headquarters are based in Rome and it works through a large network of offices around the world which are acknowledged as “Trade Promotion Offices” of the Embassies or Consulates of Italy.


Assosport, the Association of Italian Sporting Goods Industry, represents and supports both in Italy and worldwide the apparel, shoe, and sports equipment manufacturing Italian companies that, together, make up one of the most competitive assets of the Italian economy.

Assosport pursues its mission by developing projects and services to support members companies in achieving their goals, promote Made in Italy sporting goods throughout the world and increase the awareness of the importance of our industry.

Actually the Italian sporting goods industry as a whole is made of +800 companies, employs over 50,000 people, with a total turnover of 12.2 bln euro.

Despite the pandemic impact, Italy is still the leading exporting country of sporting goods in the European Union.  In 2021, the export of sporting goods in value showed an exceptional recovery of about 30% (7,1bln euro), while the total foreign sales of Italian goods increased by 18,2%, confirming the high dynamism of the sector.

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