Top 10 Sporting Goods Companies in 2024

Companies	Employees	HQ location	Revenue	Website	Industry
Adidas AG	View 91,328 employees	🇩🇪 Germany, Bayern, Herzogenaurach	$ >1000M	adidas-group.com	Clothing and Apparel, Design, Sports, Consumer Goods, Commerce and Shopping
Decathlon France	View 18,218 employees	🇫🇷 France, Hauts-de-France, Villeneuve D’ascq	$ 500-1000M	decathlon.fr	Commerce and Shopping, Sports
Finish Line	View 6,528 employees	🇺🇸 United States, Indiana, Indianapolis	$ >1000M	finishline.com	Commerce and Shopping, Clothing and Apparel, Sports, Design, Consumer Goods
Under Armour	View 9,328 employees	🇺🇸 United States, Maryland, Baltimore	$ 500-1000M	underarmour.com	Clothing and Apparel, Commerce and Shopping, Design, Community and Lifestyle, Sports, Consumer Goods
Academy Sports Outdoors	View 10,353 employees	🇺🇸 United States, Texas, Katy	$ 500-1000M	academy.com	Commerce and Shopping, Sports, Internet Services, Consumer Goods
Intersport	View 3,630 employees	🇫🇷 France, Île-de-France, Longjumeau	$ 500-1000M	intersport.fr	Commerce and Shopping, Sports, Clothing and Apparel, Design, Consumer Goods, Community and Lifestyle
Intersport	View 372 employees	🇩🇪 Germany, Baden-Württemberg, Heilbronn	$ 500-1000M	intersport.de	Commerce and Shopping, Sports, Internet Services
Polaris	View 6,275 employees	🇺🇸 United States, Minnesota, Medina	$ >1000M	polaris.com	Transportation, Sports, Commerce and Shopping
Honda Motorcycle & Scooter India	View 9,257 employees	🇮🇳 India, Haryana, Gurugram	$ 500-1000M	honda2wheelersindia.com	Transportation, Commerce and Shopping, Community and Lifestyle, Sports, Sales and Marketing
Amer Sports	View 2,031 employees	🇫🇮 Finland, Uusimaa, Helsinki	$ 500-1000M	amersports.com	Sports, Commerce and Shopping, Sales and Marketing

1. Adidas AG

Adidas AG is a renowned leader in the global sporting goods industry, celebrated for its high-quality athletic apparel, footwear, and accessories. As an innovator in sports technology, Adidas continuously evolves its product offerings with advancements like Boost cushioning and Primeknit fabrics, enhancing athletic performance and comfort. The company’s commitment to sustainability is evident through initiatives such as using recycled materials in its products. Adidas supports athletes worldwide, from grassroots to professional levels, by fostering a culture of sport and fitness that resonates across diverse markets.

Location 🇩🇪 Germany, Bayern, Herzogenaurach	Size View 91,328 employees
Revenue $ >1000M	Industries Clothing and Apparel, Design, Sports, Consumer Goods, Commerce and Shopping
	View Similar Companies

2. Decathlon France

Decathlon France stands as a leading retailer in the sporting goods industry, renowned for its comprehensive range of affordable and high-quality sports equipment and apparel. Catering to both amateurs and enthusiasts across a variety of sports, Decathlon innovates by designing and producing their own products under well-regarded brand names. This unique approach enables them to control every aspect of product development, ensuring quality and keeping costs low for consumers. With a clear commitment to making sports accessible to the masses, Decathlon continues to expand its influence and inspire active lifestyles through its extensive offerings and community-focused initiatives.

Location 🇫🇷 France, Hauts-de-France, Villeneuve D’ascq	Size View 18,218 employees
Revenue $ 500-1000M	Industries Commerce and Shopping, Sports
	View Similar Companies

3. Finish Line

Finish Line is a prominent retailer in the sporting goods industry, renowned for offering a wide selection of footwear, apparel, and accessories. Catering to both casual consumers and athletic enthusiasts, Finish Line features products from leading brands like Nike, Adidas, and Under Armour. The company excels in providing high-quality, trendy gear that meets the demands of various sports and fitness activities. With a robust online presence and numerous physical stores across the United States, Finish Line ensures accessibility and convenience for shoppers seeking to enhance their sporting performance and style.

Location 🇺🇸 United States, Indiana, Indianapolis	Size View 6,528 employees
Revenue $ >1000M	Industries Commerce and Shopping, Clothing and Apparel, Sports, Design, Consumer Goods
	View Similar Companies

4. Under Armour

Under Armour is a powerhouse in the sporting goods industry, renowned for its high-performance apparel, footwear, and accessories designed for athletes at all levels. The company revolutionized sports attire with its innovative moisture-wicking fabric, enhancing athlete comfort and performance. Under Armour’s commitment to innovation extends to its digital fitness platforms, supporting athletes in achieving their personal fitness goals. With a mission to empower athletes everywhere, Under Armour continues to expand its product lines and strengthen its market presence, ensuring every athlete can find what they need to excel.

Location 🇺🇸 United States, Maryland, Baltimore	Size View 9,328 employees
Revenue $ 500-1000M	Industries Clothing and Apparel, Commerce and Shopping, Design, Community and Lifestyle, Sports, Consumer Goods
	View Similar Companies

5. Academy Sports Outdoors

Academy Sports + Outdoors is a leading retailer in the sporting goods industry, offering a wide range of athletic and outdoor gear, apparel, and footwear. With a commitment to providing high-quality products at affordable prices, Academy serves both amateur and professional sports enthusiasts through its extensive network of stores and comprehensive online platform. The company prides itself on fostering a culture that supports and promotes active lifestyles, catering to a diverse clientele that includes individuals, families, and team outfitters. Academy’s robust product assortment covers everything from fitness equipment and hunting gear to sports clothing and accessories, making it a one-stop shop for outdoor and sporting needs.

Location 🇺🇸 United States, Texas, Katy	Size View 10,353 employees
Revenue $ 500-1000M	Industries Commerce and Shopping, Sports, Internet Services, Consumer Goods
	View Similar Companies

6. Intersport

Intersport is a prominent retailer in the sporting goods industry, renowned for its comprehensive range of high-quality sports equipment, apparel, and footwear. Catering to both amateur enthusiasts and professional athletes, Intersport stands out with its commitment to enhancing sporting experiences through top-tier products and expert advice. The company fosters a strong community focus, encouraging active lifestyles and sport participation across all age groups. With stores spread globally, Intersport remains a go-to destination for all sporting needs, consistently promoting health and fitness through its diverse offerings and community initiatives.

Location 🇫🇷 France, Île-de-France, Longjumeau	Size View 3,630 employees
Revenue $ 500-1000M	Industries Commerce and Shopping, Sports, Clothing and Apparel, Design, Consumer Goods, Community and Lifestyle
	View Similar Companies

7. Intersport

Intersport is a leading international retailer in the sporting goods industry, providing high-quality apparel, equipment, and footwear for amateurs and professionals alike. With a network of over 5,500 stores across more than 40 countries, Intersport excels in leveraging local sports expertise and global market trends to offer tailored products and services that significantly enhance athletic performance and enjoyment. Known for its commitment to customer satisfaction and community engagement, Intersport stands as a pivotal player for sports enthusiasts around the world, driving innovation and accessibility in sports gear and apparel.

Location 🇩🇪 Germany, Baden-Württemberg, Heilbronn	Size View 372 employees
Revenue $ 500-1000M	Industries Commerce and Shopping, Sports, Internet Services
	View Similar Companies

8. Polaris

Polaris is a renowned leader in the sporting goods industry, specializing in off-road vehicles, including ATVs, snowmobiles, and motorcycles. Known for its robust engineering and innovative design, Polaris offers products that enhance outdoor recreation and competitive sports. The company’s commitment to performance and safety ensures that enthusiasts and professionals alike have access to the best tools for their adventures, solidifying Polaris as a preferred choice for those seeking thrill and versatility in challenging terrains.

Location 🇺🇸 United States, Minnesota, Medina	Size View 6,275 employees
Revenue $ >1000M	Industries Transportation, Sports, Commerce and Shopping
	View Similar Companies

9. Honda Motorcycle & Scooter India

Honda Motorcycle & Scooter India, Pvt. Ltd., a subsidiary of Honda Motor Company, is renowned for its extensive range of motorcycles and scooters that cater to various consumer needs. Beyond merely manufacturing vehicles, they immerse themselves in the sporting goods sector by actively involving in motorsports and promoting adventure sports through their robust models like the Honda CRF series. This involvement not only highlights their commitment to quality and performance but also positions Honda as a pivotal player in enhancing dynamic sporting experiences, encouraging both everyday commuting and sporting pursuits with reliability and innovative technology.

Location 🇮🇳 India, Haryana, Gurugram	Size View 9,257 employees
Revenue $ 500-1000M	Industries Transportation, Commerce and Shopping, Community and Lifestyle, Sports, Sales and Marketing
	View Similar Companies

10. Amer Sports

Amer Sports is a renowned leader in the sporting goods industry, known for its high-quality sports equipment, apparel, and accessories. With a diverse portfolio of brands including Salomon, Wilson, Atomic, Arc’teryx, and Suunto, Amer Sports caters to a wide range of athletic endeavors from tennis to winter sports, and outdoor adventures. The company focuses on enhancing athletic performance and increasing the enjoyment of sports and outdoor activities through innovative design and technology. This commitment not only drives their product development but also strengthens their market presence globally, making them a top choice for athletes and enthusiasts alike.

Location 🇫🇮 Finland, Uusimaa, Helsinki	Size View 2,031 employees
Revenue $ 500-1000M	Industries Sports, Commerce and Shopping, Sales and Marketing
	View Similar Companies

Want to see more Sporting Goods companies?

Things to Consider When Prospecting into Sporting Goods Companies

Common Pain Points and Challenges for Companies in Sporting Goods

Shifting Consumer Preferences

The sporting goods industry must continually adapt to changing consumer preferences, such as increased interest in eco-friendly products or high-tech sportswear.

Shifts towards sustainable products.
Growing demand for innovation and personalization in equipment.
Increased interest in wellness-related products post-pandemic.

Sales Insight: Understanding these trends allows you to tailor your pitches to highlight how your products meet these evolving consumer demands. Point out the adaptability of your product line, or offer customizable options that appeal directly to the niche preferences of your client’s target market.

Online Retail Competition

The rise of online shopping poses a significant challenge to traditional sporting goods stores, with many consumers preferring the convenience of online purchases.

Intense competition from e-commerce giants.
Consumer expectations for fast shipping and easy returns.
The struggle for physical stores to provide a compelling in-store experience.

Sales Insight: Leverage this challenge by emphasizing the benefits of your client’s brick-and-mortar experience, or enhance their online presence. Suggest strategies like exclusive in-store products, in-person events, or partnerships with online platforms to retain and attract customers.

Global Supply Chain Vulnerabilities

Global supply chain issues can disrupt product availability, leading to delays and dissatisfaction among consumers.

Dependence on global suppliers for raw materials.
Risks of manufacturing delays.
Shipping delays and increased transport costs.

Sales Insight: You can offer solutions that minimize these risks. Discuss contingency planning, diversification of supply sources, or local sourcing strategies to help your clients improve supply chain resilience.

Regulatory Compliance and Safety Standards

Sporting goods must comply with numerous safety and regulatory standards which can vary significantly by market, adding complexity to production and distribution.

Stricter safety regulations.
Compliance costs.
Frequent updates to standards and requirements.

Sales Insight: Help your clients navigate these waters by staying informed about new regulations and offering products that not only comply but exceed these standards. This proactive approach can be a significant selling point.

Counterfeit Goods

The sports industry often faces issues with counterfeit products, which undermine brand trust and customer loyalty.

Loss of revenue.
Damage to brand reputation.
Legal complexities in different markets.

Sales Insight: Educate your clients on the importance of investing in anti-counterfeit technology or branding strategies that help authenticate their products. Offering solutions that enhance brand security can set you apart from competitors.

Seasonal Demand Fluctuations

Sporting goods can experience significant seasonal demand peaks and troughs, complicating inventory management and marketing.

Overstock issues during off-peak seasons.
Understock during peak seasons.
Marketing challenges related to timing.

Sales Insight: Advise your clients on strategic inventory management that aligns with these fluctuations. Suggest implementing advanced forecasting tools or promotional strategies to balance demand throughout the year.

Technological Integration

As technology continues to evolve, integrating the latest advancements into sporting goods products can be both a challenge and an opportunity.

Need for ongoing R&D investment.
Keeping pace with tech advancements.
Consumer expectations for high-tech features.

Sales Insight: Encourage your clients to invest in R&D and partner with tech companies. Demonstrating a commitment to cutting-edge products can significantly enhance their appeal in a competitive market.

Start finding new prospects that match your ICP

Key Decision-Makers and Influencers in Sporting Goods

Key Departments

Marketing and Sales

Insight: Drives brand awareness and boosts sales through strategic advertising and promotional activities. This department values tools that can increase market penetration and customer engagement, ensuring their products are top of mind for retailers and consumers.

Manufacturing

Insight: Manages the production of sporting goods, emphasizing efficiency, quality control, and cost management. Leaders in manufacturing seek technologies and machinery that optimize production lines and reduce waste without compromising product quality.

Supply Chain & Logistics

Insight: Responsible for the timely and cost-effective delivery of materials and products. They look for solutions that streamline inventory management, enhance distribution efficiency, and mitigate risks associated with supply chain disruptions.

Quality Assurance

Insight: Ensures all sporting goods meet both internal standards and regulatory requirements before reaching the market. This department values solutions that help in maintaining consistent product quality, minimizes returns, and sustains customer satisfaction.

Customer Service

Insight: Handles customer interactions and feedback, playing a crucial role in maintaining brand reputation and loyalty. Effective customer service tools that facilitate swift and effective communication and problem-solving are highly valued by this department.

Seniority Level

C-level Executives (e.g., CEO, CFO, COO)

Insight: Focus on strategic alignment and long-term growth. They evaluate how investments in sporting goods or related services will impact overall business performance, profitability, and brand reputation.

Vice Presidents of Sales and Marketing

Insight: Concentrate on how products can enhance market presence and increase sales. Their decisions hinge on customer preferences, market trends, and the potential for revenue growth within the sporting goods sector.

Directors of Product Development

Insight: Seek innovative products that meet the latest market demands and comply with quality standards. They are crucial in deciding on features that distinguish their sporting goods from competitors.

Purchasing Managers

Insight: Look at cost-efficiency, supplier reliability, and contract terms. They need goods that provide value for money while ensuring supply chain continuity for uninterrupted sales operations.

Retail Managers

Insight: Focus on consumer satisfaction and inventory turnover rates. They are pivotal in selecting products that will appeal to end consumers and fit well within the current market and seasonal trends.

Not joined surfe yet? Sign up to Surfe today

Buying Processes and Behaviors in Sporting Goods

Lengthy Decision-Making Process

The decision-making process in the sporting goods industry often involves multiple stakeholders and considerations.

Each stakeholder has specific needs and preferences which influence the overall decision.
Budget constraints and the desire for high-quality equipment often require careful negotiations.
Return on investment is a significant consideration, especially for larger contracts.

How to leverage: Understanding each stakeholder’s goals and constraints is key. Offer tailored presentations that address specific concerns such as durability, performance enhancement, and cost-effectiveness. Demonstrating how your products can provide a better ROI or meet specific performance criteria can set you apart in lengthy procurement discussions.

Emphasis on Quality and Brand Reputation

In the sporting goods market, the quality of products and the strength of the brand are highly scrutinized.

High-performance athletes require reliable equipment that won’t fail under stress.
Schools and sports clubs look for equipment that offers longevity to maximize their investment.
Consumers often rely on brand reputation as a surrogate for quality assurance.

How to leverage: Strengthen your brand’s presence by showcasing endorsements from professional athletes and credible affiliations with reputable sports clubs. Implement strict quality control measures and highlight these in your marketing materials to build trust and reassure potential customers of your commitment to excellence.

Seasonal Purchasing Trends

Purchasing in the sporting goods sector is highly influenced by seasonality, affecting when buyers are most active.

Specific sports see peak activity and equipment purchases in certain seasons (e.g., hockey in winter).
Retailers stock up ahead of sports seasons to ensure availability.
Marketing and sales campaigns are often aligned with upcoming sports events or seasons.

How to leverage: Timing your outreach and promotions to align with these seasonal peaks can significantly increase your sales potential. Provide early-bird offers or volume discounts to retailers ordering in advance of the season, and use dynamic campaign strategies that capitalize on the excitement of forthcoming sporting events.

Compliance with Safety Standards

Compliance with national and international safety standards is critical for products in the sporting goods industry.

Safety regulations vary widely from one sport to another, requiring specific design and material standards.
Non-compliance can lead to legal consequences and damage to brand reputation.
Consumers and institutions often require proof of compliance before finalizing a purchase.

How to leverage: Ensure that all products meet or exceed the required safety standards and are appropriately certified. Educate your sales team on these standards so they can effectively communicate compliance details to buyers. Offering additional safety features as a product differentiator can also appeal to safety-conscious buyers.

Technological Integration

The integration of technology into sporting goods is a growing trend that influences buying decisions.

Advanced tech can improve the performance and usability of sports equipment.
Consumers are increasingly seeking products that offer data analytics or performance tracking.
Technology can differentiate a product in a crowded market.

How to leverage: Emphasize the technical specifications and benefits of your products in client discussions and marketing materials. Providing demonstrations or trial periods can help buyers understand the practical application and benefits of the technology integrated into your products. This approach not only educates potential clients but also enhances product appeal.

Not joined Surfe yet? Get 20 free credits

Prospecting Tips for Selling to Sporting Goods Companies

Emphasize Technology Integration

Sporting goods today are increasingly integrated with technology for performance tracking and enhancement. Highlight how your products leverage technology to attract tech-savvy sports enthusiasts and professionals.

Tip: Discuss specific technological features of your products, such as fitness tracking, materials that enhance performance, or apps that complement physical equipment.

Focus on Sustainability

Sustainability is a growing concern in the sporting goods industry. Companies are more likely to engage with suppliers who demonstrate a commitment to environmentally friendly practices.

Tip: Be sure to mention any sustainable materials or eco-friendly manufacturing processes used in your product line.

Highlight Customization Capabilities

Personalization is key in sports, where equipment often needs to be tailored to individual preferences and specifications. Emphasize your ability to customize products to meet diverse client needs.

Tip: Provide examples of how you’ve customized products for different athletic requirements or teams, demonstrating flexibility and attention to client-specific needs.

Demonstrate Brand Partnership Potential

Many sporting goods buyers are looking for products that can enhance their brand’s appeal. Show how your products can complement and elevate a retailer’s existing lineup, thus driving mutual growth.

Tip: Share successful case studies of co-branding or partnerships where your products helped boost the partner’s brand visibility and sales.

Book a demo

123,310

Want to see more Sporting Goods companies?

Things to Consider When Prospecting into Sporting Goods Companies

Common Pain Points and Challenges for Companies in Sporting Goods

Regulatory Compliance and Safety Standards

Counterfeit Goods

Seasonal Demand Fluctuations

Technological Integration

Start finding new prospects that match your ICP

Key Decision-Makers and Influencers in Sporting Goods

Key Departments

Seniority Level

Not joined surfe yet? Sign up to Surfe today

Buying Processes and Behaviors in Sporting Goods

Compliance with Safety Standards

Technological Integration

Not joined Surfe yet? Get 20 free credits

Prospecting Tips for Selling to Sporting Goods Companies

Need prospects?

Top 10 Sporting Goods Companies — a guide for sales

Want to see more Sporting Goods companies?

Things to Consider When Prospecting into Sporting Goods Companies

Common Pain Points and Challenges for Companies in Sporting Goods

Seasonal Demand Fluctuations

Technological Integration

Start finding new prospects that match your ICP

Key Decision-Makers and Influencers in Sporting Goods

Key Departments

Seniority Level

Not joined surfe yet? Sign up to Surfe today

Buying Processes and Behaviors in Sporting Goods

Not joined Surfe yet? Get 20 free credits

Prospecting Tips for Selling to Sporting Goods Companies