A new survey published by the National Sporting Goods Association (NSGA) finds 79 percent of consumers favor shopping at multi-brand stores for sporting goods equipment, while nearly 70 percent prefer multi-brand stores for apparel and footwear.
The top reason cited by consumers who favor the multi-brand store approach (59 percent) was the ability to see a variety of brands/products in one location. Other reasons: 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.
The findings were included in the organization’s “NSGA Shopper Playbook Study on Multi-Brand Retailing.”
“The data shows that multi-brand sporting goods retailers have a distinct advantage over competitors with fewer brands or only one brand,” stated Nick Rigitano, NSGA director of Insights and Analysis.
The NSGA Shopper Playbook Study also finds that shoppers place a high value on physical retail stores when shopping for sporting goods.
The study notes that “hands-on evaluation is vital to in-store sporting goods purchases,” as consumers want the opportunity to see the product’s quality and how it fits. A convenient location close to home was also cited as important, with ancillary benefits such as supporting local businesses and communities.
The survey further found that nearly 80 percent of consumers were “Very Satisfied” with their local retailer’s service for products such as bikes, ice hockey skates, skis, and snowboards.
“The local sporting goods retailer and operator provides that community connection that still matters,” Rigitano continued. “They are the place to go when a piece of equipment breaks, or a team has a new player who needs a uniform.”
The survey of 1,200 U.S. adults was conducted in fall 2025.
Image courtesy Dick’s Sporting Goods
