Matt Powell
Vice President, Industry Analyst - Sports
Matt is the vice president of industry analysis for The NPD Group, covering the sports, outdoor, and recreation marketplace, offering his industry expertise on retail sales and consumer trends across apparel, footwear, and equipment for categories such as running, outdoor, paddlesports, fitness, and cycling. With over 40 years of experience in the retail and research industries, Powell has held positions both on the client and vendor sides of the business. On the client side, he has worked with leading retailers and e-tailers in sporting goods such as Modell’s Sporting Goods, Sneaker Stadium, and MVP.com. On the vendor side, Powell was an analyst for SportsOneSource, and has provided insight to many of the industries’ leading brands and retailers. A recognized expert on the sports industry, he is frequently quoted in media and writes Sneakernomics, a blog on Forbes.com.
Matt has a B.A. in Sociology from Colby College in Waterville, Maine.
Recent Posts
Sports
Sneakernomics: The State of the Outdoor Business
The overall state of the U.S. outdoor business has not been very good. According to data from NPD’s Retail Tracking Service, dollar sales are down year-to-date through May 2017 compared to the sam...
Sports
Sneakernomics: The Future Looks PUNY!
There has certainly been a lot of bad news for the U.S. sports industry recently. We cited the dramatic slowdown in the sneaker purchases by Hispanics, as well as a pessimistic prediction for back...
Sports
Sneakernomics: Athletic Footwear and Activewear Back-to-School 2017 Predictions
I am more pessimistic today than I was in December about the short-term prospects for the U.S. athletic footwear and apparel markets. Late last year, my expectation was that 2017 would be an average y...
Sports
Sneakernomics: Hispanics’ Sneaker Slowdown
U.S. athletic footwear sales have been a puzzle this spring. While I accurately predicted the weakness due to the late income tax refunds and late Easter, the expected bounce-back simply did not h...
Sports
Sneakernomics: Fall Sports Recap
Earlier this month, I wrote about the slow start to the spring sports season. Looking at the traditional fall season sports, including soccer, American football and basketball, I am expecting sale...
Sports
Sneakernomics: Spring Sports Have Not Yet Sprung
Unconventional springtime weather that’s more akin to the late fall season is having a dampening effect on U.S. team sports equipment sales. With the recent expansion of The NPD Group’s Retail Trackin...
Sports
Sneakernomics: Golf Sales in Decline
As I wrote about here, the macro environment for golf is pretty unpleasant. Courses are closing, brands are shuttering, retailers are going out of business, and young people are not adopting the g...
Sports
Sneakernomics: The U.S. Team Sports Equipment Marketplace
This week, NPD reached another important milestone with the launch of its team sports equipment tracking service: we now provide the most comprehensive reporting available on the entire universe o...
Sneakernomics: Here Comes Gen Z, Part 2
In a recent blog I highlighted some of the major differences between Millennials and Generation Z. I get a lot of questions on how to understand the profile and values of Gen Z, and for brands and...
Sneakernomics: Why Q1 Did Not Bode Well for U.S. Athletic Footwear Sales
Contrary to the positive overall results we saw in the first quarter of 2015 and 2016, Q1 was a mixed bag that left the total U.S. athletic footwear market down 3 percent for the first three month...
Sports
Sneakernomics: Here Comes Gen Z, Part 1
I’ve written a lot about Millennials, but there is another cohort, Generation Z, that’s just as large in both scope and influence. While there are similarities between the two, they are distinct e...
Sports
Sneakernomics: Marketing with Millennials, Part 2
How can brands and retailers better resonate with Millennials, who hold tremendous influence now and in the future? It starts not with knowing, but understanding them. Millennials are focused on ...
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