What the latest trends in sporting goods mean for brands

In this episode of The McKinsey Podcast, Alexander Thiel discusses the sporting goods market, highlighting a deceleration in growth due to economic headwinds, inflation, and cautious consumer behavior. He emphasizes the importance of brand value beyond price, the threat of challenger brands, and the growing wellness trend. Thiel also addresses the impact of tariffs, the need for innovation, and the balance between digital and in-store experiences for retailers. He identifies Asia-Pacific as a key growth region and advises companies to focus on innovation, sustainability, and addressing the needs of inactive populations to tap into new market opportunities.