MCKINSEY "SPORTING GOODS 2021".

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Date of Publishing: January 2021.
No. of Pages: 80.

The report comes at a critical moment for the sporting goods industry, as COVID-19 continues to play out around the world. The impact of the pandemic is shifting consumer behaviors, and creating a requirement for careful analysis and strategic planning.  

This report is designed to present the latest thinking on themes that have either dominated the past year or will likely become cornerstones of the emerging reality. Our research drills down into a range of trends shaping the industry — including the rise of athleisure, the impact of digital, the surge in demand for home fitness solutions, and increasing inequality in physical activity. The report looks at the changing face of retail and the growing importance of sustainability, as well as new business models and the need for reformed supply chain relationships. Some of these trends were already in play ahead of COVID-19, while others represent a departure from the status quo. In both cases, companies face rising risks and opportunities. Finally, the report discusses potential strategies that might form the basis of a winning path forward.

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Contents:

1. The sporting good industry at a glance.
2. Foreword.
3. Contributors.
4. Acknowledgements.
5. Executive Summary.
6. Industry Review 2020: Managing the unmanageable.
7. Interview – Joe Preston, President and CEO, New Balance.
8. Industry outlook – persistent uncertainty, risks and opportunities.
9. Interview – Chirag Patel, CEO, Pentland Brands.

— Consumer shifts
1. Athleisure — the New Default and a Competitive Battleground.
2. Physical Activity Gap — an Opportunity to put Healthy Lifestyles within Reach of All.
3. Sustainability — the COVID-19-accelerated Next Normal.
4. Interview – Viviane Gut, Head of Sustainability, On AG.
— Digital leap
1. Digital-enabled Fitness and Exercise Communities Take Center Stage.
2. Leap Forward in Online — Accelerating Business Model Shift to DTC.
3. Interview – James Zheng, Executive Director and Group President, ANTA Sports.
and President and CEO, Amer Sports.
4. Marketing Shift from Assets to Influencers —an Opportunity to Make Digital Pay.
— Industry disruption
1. Retail Under Pressure — But a Critical Part of the Future Channel Mix.
Interview – Lisa Collier, Chief Product Officer, Under Armour.
2. Supply Chains —the Flexibility Imperative and a Raised Bar on Agility.
3. Interview – Dmitri Hu, Group Strategy Officer, Pou Chen Group / Yue Yuen Industrial
4. Winning in the Next Normal.