STOCKHOLM
STOCKHOLM
HEALTHY
\
Swedes have been
described as “handsome,
hi-tech and healthy.”
\
Sport and an outdoor
lifestyle is important in
Stockholm, with 72% of the
population practicing sport
up to twice a week.
\
86
From a very young age,
children are encouraged to
be active and participate
in all sports.
STATE OF MIND
\
Whatever the weather,
people are active in
Stockholm. But seasonal
variation does mean there
is a need for function over
fashion and so residents
demand high performance
sporting gear.
\
Almost 54% of Nike’s target
consumers in Stockholm
goes to gym.
87
STATE OF MIND