Photo: Usama Akram/Unsplash
The turnover of counterfeit branded sneakers in Russia exceeds 40 billion rubles.
The results of the second analytical study assessing counterfeiting in the athletic footwear segment have been released for the past quarter. Earlier this year, a study by the ANO "NNCC" estimated the share of counterfeit goods in the Russian athletic footwear market at 49%. A more recent study by Brand Monitor indicates that counterfeit sales of branded sneakers in Russia will exceed 40 billion rubles in 2025, with the average share of counterfeit goods in online sales reaching 68%.
According to Brand Monitor analysts, the sneaker market in Russia exceeds 100 billion rubles. Online channels account for 57% of sales, with marketplaces accounting for approximately 80%. The study shows that counterfeit products in the branded athletic footwear category effectively dominate online retail in Russia.
In total, as part of the study, analysts conducted 2,9 test purchases with video recording and examined 2,7 product samples.
According to BrandMonitor founder Kirill Kirillov, athletic footwear has historically been one of the most challenging categories to combat counterfeiting, and e-commerce has significantly simplified the market access for counterfeit sellers.
"Digital platforms have dramatically lowered the barrier to entry into retail. Today, a seller of counterfeit goods simply needs to register an account to gain access to a multi-million audience. Therefore, combating counterfeiting requires not only legal measures but also systematic data analytics and online platform monitoring," he believes.
BrandMonitor — an international company specializing in the protection of intellectual property and the fight against counterfeit products in online and offline channels.
The company works with more than 450 international and domestic brands, including manufacturers of clothing, footwear, watches, electronics, and luxury goods.
BrandMonitor monitors marketplaces and social networks, investigates counterfeit supply chains, conducts market analysis, and provides legal protection for copyright holders.
The results of the second analytical study assessing counterfeiting in the athletic footwear segment have been released for the last quarter. Earlier this year, a study by the ANO "NNTsK"...
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