The McKinsey Podcast What the latest trends in sporting goods mean for brands
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Jul 17, 2025 Join Alexander Thiel, a McKinsey Partner specializing in retail and consumer goods, as he dives into the intriguing trends reshaping the sporting goods industry. He discusses the paradox of rising interest in active lifestyles while a significant portion of adults remains inactive. Thiel highlights the challenges faced by brands amidst economic pressures and shifting consumer values, emphasizing the need for innovation and sustainability. He also explores the competitive landscape, spotlighting challenger brands and the strategic investment opportunities in emerging markets.
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Slowing Growth Despite Active Trends
- Despite healthy megatrends in active lifestyles, sporting goods growth is slowing due to economic headwinds and market saturation.
- Consumers prioritize durability and value over impulsive buying, which impacts growth rates.
Challenger Brands Outperform Incumbents
- Challenger brands succeed by focusing on specific categories and consumer segments, delivering more authenticity than incumbents.
- Large brands risk diluted messaging by serving many categories and audiences, making challengers more credible in niche areas.
Innovate to Stay Competitive
- Incumbent brands must innovate and differentiate category by category to stay competitive.
- Leveraging vast resources to lead in performance and innovation is key against challenger brands.