NSGA Study: Sporting Goods Shoppers Prefer Stores, Websites Offering Multiple Brands 

CONTACT: 

Marty Maciaszek, Director of Communications 
mmaciaszek@nsga.org 
(847) 296-6742, ext. 1260 

DOWNERS GROVE, ILLINOIS (November 17, 2025) – Holiday shopping is about to kick into high gear and the majority of people purchasing sporting goods prefer a multi-brand retailing environment, according to a survey by the National Sporting Goods Association (NSGA). 

NSGA’s most recent Shopper Playbook Study overwhelmingly showed sporting goods customers preferred shopping at stores and websites offering multiple brands over those offering one single brand across the major categories of apparel, equipment and footwear. 

“The verdict is a clear victory for multi-brand sporting goods retailers,” said Nick Rigitano, NSGA Director of Insights and Analysis. “They win the comparison mission with brand breadth and product curation, side-by-side comparison tools, competitive pricing, inventory visibility and enticing opportunities for new-brand discovery.” 

The key findings of NSGA’s Shopper Playbook Study supporting multi-brand shopping are: 

• 79 percent of shoppers favor multi-brand stores for their sporting goods equipment. 

• Nearly 70 percent of shoppers prefer multi-brand environments for apparel and footwear. 

• 59 percent of shoppers cited a wider variety of brands and products as a top reason for going to multi-brand stores. 

• 54 percent of respondents said the convenience of comparing different brands in one place is important, while 50 percent said they value access to a broader range of styles and competitive pricing. 

• Nearly 80 percent of customers were very satisfied with their local retailer’s servicing of products such as bicycles, ice hockey skates and skis and snowboards and 98 percent were at least somewhat satisfied. 

The Shopper Playbook Study also determined that hands-on evaluation is vital to in-store sporting goods purchases. Shoppers want to have the ability to confirm the quality of the product and how it fits. A convenient location close to home is also important and has ancillary benefits from supporting local businesses and communities. 

“The local sporting goods retailer and operator is a connection to the athletes, teams and organizations in their communities,” Rigitano said. “They are ready to deliver whenever an athlete or team needs a piece of equipment.” 

NSGA is also sharing a video highlight of the Shopper Playbook Study and why sporting goods shoppers prefer multi-brand retailers that can be accessed at www.nsga.org/shopper-playbook. The complete Shopper Playbook Study will be available in early 2026. It is the latest in a long line of research products NSGA has produced on the sporting goods industry for more than 40 years. For more information on NSGA research products visit www.nsga.org/research/. 

About the National Sporting Goods Association 

Since 1929, the National Sporting Goods Association (NSGA) has been the leading voice and go-to resource for the sporting goods industry. NSGA helps the industry grow its businesses through research, advocacy and networking. For more information about membership or NSGA’s products and services, please visit www.nsga.org.