COVER STORY
GAME CHANGERS FOR THE SPORTS LICENSING BUSINESS By Dirk Sorenson, Director, Industry Analyst – Sports, NPD
HAVING ACCESS TO DETAILED PURCHASING INFORMATION THAT TRACKS OVER $2 TRILLION IN ANNUAL CONSUMER SPENDING, The NPD Group has a unique perspective on the macro and micro trends happening at retail, from the ebb and flow of individual industries, down to the changes impacting today’s sports licensing environment. NPD’s retail sales data show that sports licensed apparel sales in the U.S. capture 7% of the $29.6 billion activewear market.* With online customization becoming an everyday offering for athletic shoe companies, sport licensing is poised to impact the $18.6 billion athletic footwear market* in very meaningful ways as well. Consumer behavior is shifting in terms of how and where they are shopping, as is their approach to basic apparel choices. On top of this, consumers have a growing desire for products that are unique and have limited availability. Licensed apparel is a useful lever for activewear companies to utilize to engage with consumers who are seeking unique apparel choices in a category that is known and sometimes mocked for being nothing more than a “black yoga pant.” Look no further than Saturday Night Live’s infamous sketch on yoga pants to realize that the ubiquitous black pant is ripe for new design alternatives that can benefit from sports licenses.
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