Dirk Sorenson
Director, Industry Analyst

Dirk Sorenson

Dirk Sorenson

Director, Industry Analyst - Sports

Dirk Sorenson, Director, Industry Analyst in The NPD Group’s Sports practice, covers the bicycle, outdoor, and team sports equipment categories. Dirk travels extensively to provide insight on the U.S. sports landscape to the cycling and outdoor equipment manufacturing and retail communities. Dirk’s knowledge of data-bound product management strategies is sought after by top global manufacturers.

He has been a speaker at industry tradeshows including Outdoor Retailer, Bicycle Leadership Conference, Interbike, Paddlesports Retailer, and The Running Event.

Dirk joined NPD in 2015 following product management and marketing roles for brands including Raleigh Bicycle, Redline Bicycle, Dagger Kayak, and Perception Kayaks. He holds a Master’s degree in Transportation Geography with an emphasis in quantitative techniques from the University of Kentucky. Dirk enjoys cycling and camping with his family and lives in Boulder, Colorado.


Upcoming Event


The Running Event

Presentation Title: Running Market Trend Presentation
Presenter: Dirk Sorenson – Director, Client Development and Industry Analyst - U.S. Sports
Date: Wednesday, December 4 at 7:45 a.m. 
Location: Austin Convention Center | Room #: 18D
Description: Join The NPD Group for an overview of year-to-date market performance of the U.S. running industry. Don't miss this opportunity to hear expert insights on retail sales trends shaping the U.S. running footwear and apparel markets. Gain a deeper understanding of how the run specialty channel is performing and the key categories and price points worth watching closely as you look ahead to 2020 and beyond.

Register Now

Recent Posts


Nov 11, 2019

The NFL’s and Dick’s Sporting Goods’ investments in flag football, and cycling’s strategic focus on e-bikes are examples pointing to opportunities to find new growth by boosting interest in a category and inviting participation versus direct brand competition.

Sep 4, 2019

Fishing has established itself as a growth driver for the U.S. paddlesports market, but is also emerging as a focus of growth for the broader specialty outdoor market. Dirk explains how, and why, fishing apparel and equipment are making their way into more stores that once avoided the category.

Jul 15, 2019

The concept of 'Everyday Outdoor" captures the idea of consumers seeking outdoor products with pragmatic, everyday use, as well as those that bring the 'creature comforts' of home - like coffee that stays hot - to the outdoors.

May 21, 2019

Decline in children's bike sales and a look at what can be done to change directions.


Press Contact

Marissa Guyduy
(516) 625 2203
Marissa.Guyduy@npd.com

@npdstyle@npd_entertain@npd_sports

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

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