Home Blog Matt Powell

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

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

Jun 15, 2017
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...

Jun 7, 2017
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...

May 30, 2017
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...

May 18, 2017
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...

May 8, 2017
Sports , Footwear

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...

May 3, 2017
Sports , Footwear

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...

May 1, 2017
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...

Mar 15, 2017
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 ...

Mar 7, 2017
Sports

Sneakernomics: Marketing with Millennials, Part 1

Brands used to market to Boomers; successful brands today market with Millennials. Millennials, or the generation born between 1981 and 1996, are now a larger group than the Boomers, who were bor...

Feb 23, 2017
Sports

Sneakernomics: How Golf Lost the Millennials

2016 was not kind to the golf industry. Nike announced it was exiting the equipment business, Golfsmith went bankrupt and shuttered, hundreds of golf courses closed, and Ben Hogan filed for bankru...

Feb 14, 2017
Sports

Sneakernomics: Tax Refund Delays Can Hurt the Sports Business

In 2015 Congress passed the Protecting Americans from Tax Hikes (PATH) Act. One of the main provisions of PATH was to slow down taxpayer refunds for the Earned Income Tax Credit (EITC) and/or the ...

Feb 7, 2017
Sports

Sneakernomics: Sports is Catching the Disease that’s Killing Retail

My colleague Marshal Cohen recently wrote a blog, “An Urgent Message for Retail,” and in it he states that during the holiday season, “…consumers appeared to have grown numb to the early and const...

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View our privacy policy.

Follow Us

© 2017 The NPD Group, Inc.