Sporting and Athletic Goods Manufacturers NAICS 339920

Nov 19, 2025 - Sporting Goods Shoppers Prefer Multi-Brand Stores: Study

• The National Sporting Goods Association’s 2025 Shopper Playbook Study shows most consumers prefer buying from multi brand retailers, a trend with implications for sporting goods manufacturers. The survey found 79% of shoppers favor multi brand stores for equipment and nearly 70% for apparel and footwear, citing wider product variety (59%), side by side comparisons (54%), and competitive pricing (50%) as key reasons. Customer satisfaction was also strong, with nearly 80% very satisfied with local retailers’ servicing of products such as bicycles, skates, and skis, and 98% at least somewhat satisfied. For manufacturers, the findings highlight the need to secure placement in multi brand environments to maximize visibility and discovery. Single brand strategies may risk losing share as consumers increasingly value breadth and convenience. The study also underscores the importance of in store experiences, where shoppers can test product quality and fit, reinforcing the role of manufacturers in supporting retailer partnerships and hands on engagement.
• US consumer sentiment weakened in October and November 2025, raising concerns for sporting goods manufacturers that depend on discretionary household spending. The University of Michigan’s Index of Consumer Sentiment fell 6.2% month-over-month to 50.3, nearly 30% below last year, while the Expectations Index dropped 36.3% annually to 49. Inflation expectations rose to 4.7% for the year ahead, and the Conference Board’s Consumer Confidence Index slipped to 94.6, with short-term expectations down to 71.5. With more than half of consumers anticipating higher interest rates, households are likely to delay or scale back purchases of non-essential items such as athletic equipment, outdoor gear, and fitness products. For sporting goods manufacturers, this environment points to softer demand from retailers, heightened price sensitivity, and tighter inventory management. At the same time, value-oriented products may gain traction as consumers trade down, intensifying competition and pressuring margins across the industry.

• According to SGB Media, the Sports & Fitness Industry Association (SFIA) released its inaugural mid-year participation report, highlighting pickleball as the fastest-growing sport and Winter Sports as the leading category, driven by cross-country skiing. Despite these gains, overall activity declined, with U.S. inactivity rates rising to 22.9% amid economic uncertainty and post-Olympic disengagement. Tariff ambiguity and cost concerns, cited by 40.9% of parents, are key barriers to youth sports enrollment. While racquet and fitness activities showed marginal growth, water, outdoor, and team sports saw slight declines. Notably, pickleball’s growth slowed to 14.7%, signaling potential market stabilization. Age-based trends reveal younger demographics favor wellness-oriented activities like running, while older groups lean toward fitness equipment use. The data is critical for sporting goods manufacturers as it identifies shifting consumer behaviors, emerging growth segments, and economic headwinds impacting demand.
• Producer prices for sporting and athletic goods manufacturers were up 2.4% in August 2025 compared to a year ago, according to data from the US Department of Labor Statistics (BLS). Employment by jewelry, silverware, and sporting and athletic goods manufacturers was flat in July 2025 year over year. Average wages for nonsupervisory employees in the industry increased 2.3% in July 2025 compared to a year ago, reaching $24.11 per hour, per the BLS. Sales for miscellaneous manufacturing companies, which include sporting and athletic goods manufacturing firms, increased 4.1% in Q4 compared to a year ago and rose 6.5% from the previous quarter, according to the latest data from the Census Bureau. Shipments of miscellaneous durable goods were up 0.1% in February 2025 compared to a year ago and down 1.2% from the previous month.