The New Sporting Goods 2025 Report Revealed: How Brands Can Turn Inactivity Into Opportunity

• The Untapped Market: From Inactive to Engaged
• Rethinking Growth: The Future Playbook
• The Competitive Landscape: Challenger Brands vs. Incumbents
• Sports Meets Entertainment: A New Era of Engagement
• Physical Events: A Local Approach
• Join the Movement
• Key learnings for the sports industry 

The sporting goods industry stands at a turning point. While innovation, elite performance, and digitalization have driven past growth, the next big opportunity isn’t in high-tech gear or eSports—it’s in the 1.8 billion people worldwide who are physically inactive. That’s twice the size of India’s adult population, yet another untapped market. With inactivity rates rising from 26% in 2010 to 31% in 2022—and projected to hit 35% by 2030—there’s an urgent need for action.

These figures aren’t just statistics; they highlight a critical challenge for brands. If this trend continues, the foundation of sports participation and fan engagement could weaken, affecting grassroots initiatives, professional leagues, and global events.

Emma Zwiebler, CEO of WFSGI, underscores the risk: “The biggest risks are to global health, our planet, and our industry. You can’t get much bigger than that! Inactivity is projected to cost global healthcare systems $300 billion by 2030. Instead of investing in education, R&D, or green initiatives, we’ll be dealing with preventable diseases.”

This issue takes center stage in Sporting Goods 2025: The New Balancing Act—Turning Uncertainty into Opportunity, a report by the World Federation of the Sporting Goods Industry (WFSGI) and McKinsey & Company. It outlines key trends, challenges, and strategies for future growth, urging decisive action. 

Traditionally, the sporting goods sector has focused on consumers already engaged in fitness. Today, this group is more committed than ever—50% of active consumers see fitness as central to their identity, and 25% exercise almost daily. While this segment remains a reliable revenue stream, the real challenge is closing the gap between the highly active and the physically inactive.

How can brands make sports more accessible? Zwiebler explains: “Moving people from a sedentary lifestyle to an active one is not easy, but brands are addressing barriers. Body confidence is a key issue, especially for women. Inclusive sizing, period-proof tights, and maternity apparel are some ways brands are breaking down these barriers.”

 The Sporting Goods 2025 report presents a roadmap for brands to address the inactivity crisis through four core strategies:

1. Innovate to Remove Barriers
   Making movement more inclusive is key. Adidas’ Stay in Play collection features period-proof activewear, and Nike’s modest sportswear line caters to diverse cultural needs. Zwiebler highlights the importance of inclusive marketing, citing New Balance’s Run Your Way campaign, which moves away from outdated stereotypes about what an athlete should look like.

2. Leverage Digital & In-Person Synergies
   While digital fitness boomed during the pandemic, in-person workouts are making a strong comeback—81% of consumers now prefer them. Brands must create hybrid solutions, such as Nike’s fitness studios, which integrate in-person training with digital tracking.

3. Community-Driven Activation
   Social influence drives participation. Brands like On Running integrate local running clubs into their retail strategy, creating engagement beyond product sales. Mixed-use stadiums and retail spaces designed as fitness hubs further encourage movement in everyday life.

4. Youth Engagement: Investing in the Future
   With 81% of young people (ages 11–17) failing to meet recommended activity levels, the industry must act now to foster the next generation of sports enthusiasts. “It’s a ticking timebomb,” warns Zwiebler. “If these teenagers don’t engage now, they likely never will.
   
   She notes that pressure to compete discourages some kids from sports: “Not all kids want to win; they just want to play. Adidas’ You Got This campaign and Decathlon’s Play and Movement initiative focus on enjoyment rather than competition.”
   
   Coaching also plays a crucial role. Nike’s Coaching Girls Guide aims to keep more girls in sports, addressing the fact that they drop out at twice the rate of boys. 

The market is shifting. While giants like Adidas and Nike dominate, challenger brands are gaining ground, capturing 3% of the total sporting goods market since 2019. Their success lies in targeting specific consumer needs, creating emotionally resonant brand narratives, and leveraging cultural movements.

For incumbents, the takeaway is clear: agility, personalization, and niche engagement are essential to staying competitive.

Live sports and entertainment are booming. The global ticketing market for live events surpassed $100 billion in 2023 and is projected to reach $150 billion by 2030. As stadiums evolve into cultural hubs blending sports, music, and lifestyle experiences, sporting goods brands must rethink their role in this landscape.

Live sports is no longer just about the game—it’s an immersive experience. Brands that integrate into these moments will enhance engagement and drive revenue.

Major events like ISPO Munich present opportunities for brands to engage inactive consumers. Zwiebler suggests starting at the community level: “Think about the wider Munich area—educating schools and local groups ahead of ISPO could drive awareness. Tackling the inactivity crisis requires collaboration between public and private sectors.”

The future of the sporting goods industry isn’t just about selling more products—it’s about inspiring movement. Whether through innovative gear, digital experiences, or community-driven activations, brands have a unique opportunity to combat inactivity.

Zwiebler is optimistic: “We can turn risk into opportunity. There’s an untapped market of 1.8 billion people—future consumers who, if engaged, could transform global health and the sporting goods industry alike.”

To explore these insights and actionable strategies, join the Sporting Goods 2025 webinar on March 17th. This isn’t just a discussion—it’s a rallying call for the industry.

Join the webinar here