The Marketing Meeting with Itir Eraslan · 2026-03-18 · 37 min
How is the global sports industry evolving after the extraordinary growth of the pandemic years? In this episode, we look at the sportswear market through the lens of long-time retail analyst Matt Powell. We discuss how consumer behavior is shifting away from hype-driven drops toward more inclusive, consumer-led trends, and why smaller brands are finding new opportunities in today's market. Matt explains why the industry is returning to a more normal growth cycle, how pricing and inventory discipline shape brand success, and what the rise of brands like On, Hoka, and emerging running labels reveals about the current state of the category. We also explore the changing role of retail, from consolidation among major players to the ongoing rationalization of physical stores. My guest is Matt Powell, one of the most respected voices in the sports industry. He spent many years at The NPD Group as a senior advisor and today runs his own consulting firm, Spurwink River, while also serving as a senior advisor at BCE Consulting. For more than 25 years, Matt has analyzed the sportswear market, helping brands, retailers, and investors understand the forces shaping the industry.
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