1、Sporting Goods 2025The new balancing act:Turning uncertainty into opportunity Sporting Goods 2025Disclaimer:This work is independent,reflects the views of the authors,and has not been commissioned by any business,government,or other institution.Sporting Goods 2025The new balancing act:Turning uncert

2、ainty into opportunity ForewordThe World Federation of the Sporting Goods Industry(WFSGI)and McKinsey&Company are proud to present our fifth annual sporting goods industry report,Sporting Goods 2025The new balancing act:Turning uncertainty into opportunity.Over the past year,the sporting goods indus

3、try has persevered through economic volatility,geopolitical tensions,and evolving consumer behavior.Slowing growth forecasts are compelling executives to focus equally on revenue growth and productivity improvements.Our most recent surveys,research,and analyses identified themes that offer both oppo

4、rtunities and challenges.We see a widening activity gap,with the overall share of inactive people increasing while the subset of active consumers further embraces the active lifestyle as part of their identity.At the same time,the competitive landscape is shifting,with challenger brands outpacing la

5、rge incumbents in revenue growth and market share.Finally,the resurgence of in-person fitness and the blending of live sports and entertainment,including an increase in live sporting events,offer new avenues for growth.As we look to 2025,the sporting goods industry faces a shifting landscape.By taki

6、ng a balanced approach to granular growth and productivity while focusing on consumer engagement and emphasizing authenticity,companies can turn uncertainty into opportunity and thrive in the new landscape.This report aims to provide the insights and strategies leaders need to navigate these complex