Most of the world’s top sporting goods brands are growing their sales strongly

Top sporting goods brands are growing their sales at 7%, on average, thanks to an expansion of their omni-channel retail operations and growth in emerging markets.

Key takeaways:

*Between 2013 and 2017, the top 10 sporting goods brands grew their sales by a CAGR of 7%, based on a weighted average (exc. New Balance).

*Most of the leaders have virtually no presence in manufacturing, which is contracted to third parties, mostly in Asia. Instead, they focus on design and marketing, and increasingly retail operations, accounting for more than one-third of total revenues for best-in-class companies such as Nike.

*Nike is the standout leader in this market, with more than $30 billion in sales, which is bigger than its three direct athletic shoe competitors Adidas, Puma and Asics combined. Nike benefits from a commanding global presence and resilient brand equity.

*The majority of the leaders have experienced excellent growth in recent years, as they are investing heavily in their retail operations and benefitting from rising consumer incomes in emerging markets, as well as an increase in sports participation in mature and emerging markets – esp. outdoor participation.

*Players with high US exposure have faced headwinds (eg. VF Corp). Contributing factors include price competition from scaled players such as Walmart and Amazon, and several bankruptcies among traditional brick & mortar sporting goods retailers across the US.

Alexandre Ebin
Alexandre Ebin
Partner
France

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