Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Inflation beating sales growth
- Team sales carry the market
- Baseball sales increasing despite declining interest in MLB
- Differences in retail purchasing substantial by gender, income
- Demographic outlook less than favorable
- Brand recognition more important than performance
- Market awaits expanded role from specialty players
- 18-24s, parents central buyers to focus upon in upcoming years
- Stereotypes holding up in regard to gender
- Small group of athletes at the heart of the market
- Internet campaigns warranted
- Taking marketing outside the box
Insights and Opportunities
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- A future in female athletes
- The selfishness principle
- Celebrity promotion—using non-sports stars
- Celebrity athletes to promote playing sports with kids
- Dating services—team sports leagues for singles
- Eco-friendly uniforms
- Expansion of goofy sports
- Advertising to parents
Fast Forward Trends
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- Life as science fiction
- Authenticity
- Social networking
Market Size and Forecast
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- Key points
- Baby boomers are aging, exiting the team sports arena
- Rise in popularity of extreme sports
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- Figure 1: Total U.S. sales and forecast of Sporting goods at current prices, 2003-09
- Figure 2: Total U.S. sales and forecast of sporting goods at inflation-adjusted prices, 2003-09
Competitive Context
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- Video games
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- Figure 3: Adults and teens who own or play video games, key demographics, January-November 2007
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- Figure 4: Teens who play video games, key demographics, May 2006 - June 2007
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- Figure 5: Average hours spent playing video games per week, teens by gender, April 2007
- A home fitness fad for geeks
- More time demands on today’s teens and children
- Exercise in health clubs (and at home)
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- Figure 6: Physical fitness venues, by household income, May 2006-June 2007
Segment Performance
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- Key points
- Athletic team goods make up the lion’s share of the market
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- Figure 7: U.S. sales and forecast of sporitng goods at current prices, by segment, 2003-07
- Figure 8: U.S. sales of sporting goods, by segment, 2005 and 2007
Segment Performance—Athletic Team Goods
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- Key points
- Decline in participation, spending for school sports programs
- Players focus on one sport
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- Figure 9: U.S. sales and forecast of athletic team goods, 2003-09
Segment Performance—Individual Sales
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- Overview
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- Figure 10: U.S. sales and forecast of athletics to individuals, 2003-09
Baseball and Softball
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- Key points
- Baseball’s decreasing popularity
- Performance gear drives sales
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- Figure 11: U.S. sales and forecast of baseball and softball equipment, 2003-07
Basketball
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- Key points
- Basketball spectatorship on the rise
- Participation on the decline
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- Figure 12: U.S. sales and forecast of basketballs, 2003-07
Hockey and Ice Skates
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- Key points
- Hockey’s popularity wanes as a spectator sport
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- Figure 13: U.S. sales and forecast of hockey equipment and ice skates, 2003-07
Football
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- Key points
- Increase in football spectatorship is reflected in sales of footballs
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- Figure 14: U.S. sales and forecast of football equipment, 2003-07
Soccer
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- Key points
- Soccer popularity on the rise
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- Figure 15: U.S. sales and forecast of soccer equipment, 2003-07
Volleyball and Badminton
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- Key points
- Volleyball sales weakest link in market
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- Figure 16: U.S. sales and forecast of volleyball and badminton equipment, 2003-07
Retail Channels
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- Purchase habits between men and women differ
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- Figure 17: Mass merchandisers and department stores where sporting good purchases were made in the last three months, by gender, January-November 2007
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- Figure 18: Sporting goods specialty stores where purchases were made in the last four weeks, by gender, January-November 2007
- Specialists have more draw with high-income groups
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- Figure 19: Mass merchandisers and department stores where sporting good purchases were made in the last three months, by household income, January-November 2007
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- Figure 20: Sporting goods specialty stores where purchases were made in the last four weeks, by household income, January-November 2007
- Married couples like specialists
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- Figure 21: Mass merchandisers and department stores where sporting good purchases were made in the last three months, by presence of children in household, January-November 2007
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- Figure 22: Sporting goods specialty stores where purchases were made in the last four weeks, by presence of children in household, January-November 2007
Market Drivers
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- Uniforms and protective gear
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- Figure 23: Ownership and recent purchase of uniforms and protective gear, by sport, June 2008
- Sizing up the market for uniforms: demographic differences
- Women
- 25-34s
- High-income households
- Teen spending is important... but will decline
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- Figure 24: Total U.S. teen spending at current prices, 2002-12
- An aging population
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- Figure 25: U.S. population, by age, 2003-13
- Race and Hispanic origin
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- Figure 26: U.S. population, by race and Hispanic origin, 2003-13
- Figure 27: U.S. buying power, by ethnicity, 1990-2011
- Obesity further threatens sales, yet presents new opportunities
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- Figure 28: Prevalence of overweight and obesity among Americans, 1988-2002
- Sports specificity
- Aluminum bat backlash
Attitudes toward Brands
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- Figure 29: Feelings about sporting goods brands, June 2008
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- Figure 30: Sporting goods brands, by changes in feelings, June 2008
- Special attention deserved by 25-34s
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- Figure 31: Positive changes in feelings towards sporting goods brands, by age, June 2008
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Brand Loyalty and Differentiation
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- Figure 32: Attitudes related to brand choice, by gender, June 2008
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- Figure 33: Attitudes related to brand choice, by age, June 2008
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Brand Qualities and Product Development
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- Nike
- Wiffle
- Spalding
- Wilson
- Rawlings
- Mizuno
- Easton
- Adidas
Innovation and Innovators
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- Fastpitch softball grows up
- Branded balls
- Wood bat expanded options
- Wilson’s “Green” Basketball
- Spalding Never Flat
Advertising and Promotion
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- Figure 34: Advertising expenditures for selected sporting goods manufacturers, 2006-07
- Brand ambassadors
- Team and sport sponsorship
- Adidas all over the internet
- Nike looks beyond TV
- Reebok blurs lines between advertising and entertainment
- Mizuno changes tagline
- Spalding into mobile marketing, internet, and NoLa basketball
- Louisville Slugger do-goodery
- TV ad analysis
- Spalding
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- Figure 35: Spalding Never Flat Arenas and Young ad, 2007
- Easton
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- Figure 36: Easton baseball equipment
- Nike
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- Figure 37: Nike Scott Branding
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- Figure 38: Nike SPARQ Training
- Adidas
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- Figure 39: Adidas Reggie Bush Spot
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Participation and Ownership
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- Participation declines with age
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- Figure 40: Sports played in past 12 months, by age, January-November 2007
- Ownership driven by presence of children
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- Figure 41: Sporting goods ownership, by age, January-November 2007
- Currently, participation favors men
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- Figure 42: Sports played in past 12 months, by gender, January-November 2007
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- Figure 43: Sporting goods ownership, by gender, January-November 2007
- The market for high-end training gear
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- Figure 44: Sports played in past 12 months, by household income, January-November 2007
- Building sales through socially-conscious marketing
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- Figure 45: Sporting goods ownership, by household income, January-November 2007
Frequency of Participation, Purchasing, and Spend
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- Small group of athletes at the heart of the market
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- Figure 46: Purchased team sports qeuipment in past 12 months, January-November 2007
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- Figure 47: Mean times team sports were played in the last year, June 2008
- Age key determinant in frequency of play
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- Figure 48: Mean times tean sports were played in the last year, by age, June 2008
- Sporting goods purchased in last 12 months, trended
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- Figure 49: Sporting goods purchased within the past 12 months, 2000-07
- Average spend
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- Figure 50: Sports equipment spending (mean), by demographic, June 2008
It’s for the Kids
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- Figure 51: Sports played/participated in, by presence of children, January-November 2007
- Figure 52: Sporting goods ownership, by presence of children, January-November 2007
- Buying sporting goods for kids
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- Figure 53: Attitudes related to kids and sporting equipment, by gender, June 2008
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- Figure 54: Attitudes related to kids and sporting equipment, by age, June 2008
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- Figure 55: Attitudes related to kids and sporting equipment, by presence of children in the household, June 2008
- Trended ownership among teens
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- Figure 56: Sporting goods owned among teens, 2003-07
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- Figure 57: Sporting goods bought in the last 12 months among teens, 2003-07
- Ownership among teens by age and gender
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- Figure 58: Sporting goods owned among teens, by age and gender, January-November 2007
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- Figure 59: Sporting goods purchased in the last year among teens, by age and gender, January-November 2007
- Trended ownership among children
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- Figure 60: Sporting goods owned among children, 2003-07
- Ownership among children by age and gender
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- Figure 61: Sporting goods owned among children, by age and gender, January – November 2007
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Attitudes and Motivations
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- Motivations for playing
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- Figure 62: Attitudes related to benefits of sports, by gender, June 2008
- Socializing and dating through team sports
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- Figure 63: Attitudes related to benefits of sports, by age, June 2008
- Methods of participation
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- Figure 64: Ways of playing sports, by currently play, would like to play, or not interested, June 2008
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- Figure 65: Ways of playing sports, by gender, June 2008
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- Figure 66: Ways of playing sports, by age, June 2008
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- Figure 67: Ways of playing sports, by presence of children in household, June 2008
- Reasons for not playing sports
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- Figure 68: Reasons for not playing sports, by age, June 2008
Race/Ethnicity
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- Figure 69: Sports played/participated in, by race/ethnicity, January-November 2007
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- Figure 70: Sporting goods ownership, by race/ethnicity, January-November 2007
- Spend
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- Figure 71: Sports equipment spending (mean), by race/ethnicity, June 2008
- Figure 72: Positive changes in feelings towards sporting goods brands, by race/ethnicity, June 2008
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Cluster Analysis
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- Introduction
- Marketing to Enthusiasts, Yesterday’s Athletes, and Socializers
- Enthusiasts
- Yesterday’s Athletes
- Socializers
- Enthusiasts
- Yesterday’s Athletes
- Socializers
- Responses to Mintel survey by clusters
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- Figure 73: Clusters, June 2008
- Figure 74: Frequency of play, by clusters, June 2008
- Figure 75: Spend on team sporting goods, by clusters, June 2008
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- Figure 76: Attitudes towards brands, by clusters, June 2008
- Figure 77: Methods of participation, by clusters, June 2008
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- Figure 78: Attitudes towards team sports, by clusters, June 2008
- Figure 79: Uniform and protective gear ownership, by clusters, June 2008
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- Figure 80: Attitudes toward brands, by clusters, June 2008
- Cluster demographics
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- Figure 81: Clusters, by gender, June 2008
- Figure 82: Clusters, by age group, June 2008
- Figure 83: Clusters, by income group, June 2008
- Methodology
Custom Consumer Groups
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- Crossover sports
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- Figure 84: Sporting goods ownership, by sports played in the last 12 months, January-November 2007
- Coaches and players are brand loyal
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- Figure 85: Attitudes related to brand choice, by school play and coaching, June 2008
- Desire to play team sports trumped by circumstance
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- Figure 86: Ways respondents would like to play sports, by reasons for not playing, June 2008
- Custom consumer spend
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- Figure 87: Sports equipment spending (mean), by custom consumer group, June 2008
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- Figure 88: Mean times sports were played in the last year, by custom consumer group, June 2008
- Mode of participation
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- Figure 89: Ways of playing sports, by custom consumer groups, June 2008
Appendix
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- Previous and current team sports involvement by gender
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- Figure 90: Current and historical relationship to team sports, by gender, June 2008
- Figure 91: Current and historical relationship to team sports, by age, June 2008
- Current team sports participation, by income
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- Figure 92: Ways of playing sports, by household income, June 2008
Appendix: Trade Associations
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