McKinsey – Sporting Goods, 2025

The main theme of the report is the adaptation of the sporting goods industry to changing market conditions and turning uncertainty into opportunities.

Key findings include economic instability and geopolitical tensions affecting the industry. Consumer behavior is changing, with an increase in inactive people, but active consumers are increasingly integrating an active lifestyle into their identity. The competitive landscape is shifting, with new brands growing revenue and market share faster than major players. The resurgence of personal fitness and the merging of live sports events with entertainment open new growth opportunities.