They look for them on each trip to Chile, pay them to a third of the value that in their country and make them viral in Videos of Tiktok. Now they will have them there, within reach. The price will be higherYeah. But finally they arrive officially to Argentina.
There is a reconfiguration in the costume market and footwear that accelerates strongly in the neighboring country after the flexibility of imports faced by the Government of Javier Milei: The rise of imported sports footwear and sustained recoil of national productionhistorically to ridiculous values.
With the economic openness and exchange stabilization -from April, the stocks to the dollar is a thing of the past -foreign brands return to Argentina by the hand of the hand of important local partners and investments that are replicated as never before. The openings of Skechers, Timberland, Dr. Martens y On Runningplus the announcement of Decathlon long for the end of 2025, excite the Argentines.
It is a postcard that contrasts with the panorama seen from 2019 to 2023, when some 40 multinational companies decided to retire from the Argentine market, citing the need to redefine their strategies against the restrictions of the Peronist era and the loss of purchasing power. Among the most resonant cases, the Chilean multi -store Falabella, Qatar Airways, Hasbro toys or Walmart supermarket chain.
In Argentina, the entrance of imported shoes and arrived in 2025 arrives – or returning – foreign sports marks to the country. They do it with opening of premises, complete brand identity and a global narrative that seduces increasingly active and trained consumers.
The figures that reflect the fury importer of shoes in Argentina
According to the market research firm Claight Corporationthe business of the sports shoes move today 233.86 million dollars In Argentina. It is projected that 6.3% annually will grow until the USD 405.28 million in 2034.
Not only does it reflect a change in habits -each time more Argentines are fit to run, train or simply dress with sportswear -but also a transformation into the structure of the market.
It is the Chamber of the Footwear Industry in charge of explaining this panorama with numbers. In 2024, the import of finished sports footwear increased 60%. And in the first quarter of 2025, after the recent measures of Milei, That figure climbed 135%. It is estimated that the trans -Andean country consumes 30 million pairs of sneakers per year. Today, one in two already comes from outside.
As against face, in 2024, they were manufactured 19 million pairs less shoes finished throughout the country. At the end of the year, more than 500 workers – many of them from historical factories such as Dass and Topper – were affected by dismissals or suspensions before the fall of sales.
Skechers opens the first store in Argentina, but shoes are more expensive than in Chile
The official arrival in Argentina from Skechersthe brand with higher income in the US behind Adidas and Nike, was one of the viral news in the last week. The famous American brand, which in its catalog stands out to the comfortable Slip-Ins, gained fame among Argentines who travel to Chile for their price-quality relationship.
While it was already sold online, Now the brand opened its first place at the Unicenter Shoppingin Martínez, Buenos Aires, through the White group. If market conditions and demand accompany, plan to open more branches in the short term.
The problem is the price. As expected, between tax pressure and distribution costs, Skechers shoes More faces are in Argentina than in Chile.
For example, the Go Run Consistency 2.0 model is achieved at 47,990 Chilean pesos, that is, 51 dollars or about $ 61,300. That same model is sold in Skechers from Argentina to AR $ 99,999 ($ 78,332 Chileans), which translates to 63% increase.
Timberland returns to Argentina and points to a premium sector
Also by the hand of the white group, Timberland prepares to step hard in Argentina. The iconic American boots and clothing will open new stores from the second semester of 2025, combining a marketing model that will include exclusive premises and wholesale distribution.
According to CEO Matías Blanco, the goal is to open Between four and seven stores In the next four years, with initial focus on the main shopping malls in Buenos Aires.
Timberland had arrived in the trans -Andean country in 1997, operated by the Grimoldi store, and knew how to have up to 12 branches. However, import obstacles, fall in consumption and an internal crisis in the company caused their progressive withdrawal From 2019.
Dr. Martens Strong and land in Argentina
The emblematic British brand Dr. Martens returns to Argentina with its own place, official website and sustained expansion plans. With an initial investment of $ 400,000will have its first store in July 2025 in Palermo Soho, epicenter of luxury fashion in Buenos Aires.
The trade will offer the most iconic brand models, such as 1460, Jadon, Sinclair and the classic Chelsea Boots, respecting their punk and alternative imprint.
On running ceases to be exclusive in Chile and crosses the mountain range
The Swiss brand of Sports Footwear On Running, known for its innovative design and the support of exhaustion Roger Federer, prepares its formal landing in Argentina with the opening of its first two exclusive premises in 2026. One will work in a shopping and the other will be to the streetaccording to the BISA group, representative of the firm in the country.
Although he still had no official presence, On had already been positioned in the premium segment of the Argentine marketwhere he became an object of desire among consumers. Without massive campaigns, its popularity grew in the uniqlo style: thanks to the mouth recommendation and the digital prestige that surrounds its products.
Until now, the only store in South America was in Santiago de Chileinside the Arauco Park Mall.
Decathlon’s announcement: Opening from 2025 and 20 branches
As Biobiochile already anticipated, the French chain Decathlon, recognized for its wide range of clothing, footwear and sporting items at affordable prices, prepares its definitive landing in Argentina.
The first place will open towards the end of 2025 in Buenos Aires, by the hand of the One Group, a company made up of businessman Manuel Antelo and the marriage of Sabine Mulliez and Pedro Aguirre Saravia.
The expansion plan includes the opening of about 20 stores in other key cities such as Córdoba, Mendoza and Mar del Plata, projected by 2026. Although for many it will be a novelty, the brand had already tried luck – very fleeting – in the country with a place in San Isidro in the year 2000, although the economic crisis of 2001 frustrated its growth intentions.
With a more favorable context and a model tested in the region -operates directly in Chile and Brazil -Decathlon returns with renewed expectations. It even speculates on the possible arrival of other brands of the Muliez Group, such as Kiabi (Fashion) and Nature (furniture).
