In its annual State of the Industry Report delivered
yesterday at The Super Show in Atlanta, the SGMA estimates
that total industry sales, comprised of sporting goods
equipment, sports apparel and athletic footwear, reached
$46.5B wholesale in '99. Of this figure, apparel accounted
for $20.4B, equipment for $17.6B and footwear $8.56B. The
SGMA expects industry sales to increase by 3.6% this year,
or about 1-1.5% real growth, with equipment on par with the
overall industry, apparel growth at about 5% and footwear
sales flat. The SGMA states that sales of outdoor/camping
and water sports gear should help the equipment segment,
while apparel should be helped by a new fiber technology, as
well as the emergence of urban brands. The SGMA also
expects solid sales of running, outdoor casual and women's
athletic shoes to make up for poor sales in basketball shoes
and cross-trainers. Additionally, the trend de-emphasizing
athletic footwear may continue (SGMA).
"HOT SPORT" INDEX: The SGMA also presented its annual
ranking of the "hottest activities" based on its survey of
over 2,000 manufacturers during the last quarter of '99:
ACTIVITY '95 '96 '97 '98 '99 '00
Soccer 2 3 2 1 1 1
Exercise/Fitness - - - 8 5 2
Golf 7 5 4 2 2 3
Softball - - - 7 6 4
Baseball - - - 2 5 5
Basketball 4 4 3 3 4 6
Fitness Walking - - - 8 8 6
Snowboarding - - - - - 6
Roller Hockey 3 2 4 5 6 -
In-line Skating 1 1 1 4 9 -
WHAT'S NEXT? SGMA President John Riddle noted that
there will "not be any significant 'hot' new sports from the
aspect of participation" in 2000, according to SGMA
manufacturers. Exercise/fitness and snowboarding are
expected to "move up significantly" this year, while roller
hockey and baseball will drop (SGMA State of the Industry).
SUPER SHOW NOTES: In Atlanta, Norman Arey writes that
the 15th annual Super Show "seems to lack the energy and
synergy that have driven past shows," and "one reason" may
be the "lack of superstars" in Atlanta. While many companies
have "decided to let merchandise and models promote their
business rather than the attraction of celebrities," health
and fitness company Icon was "one of the few opting to bring
in a bona fide sports star," as company spokesperson Steve
Young is in Atlanta (ATLANTA CONSTITUTION, 2/11).
