oia annual

Insert Illustrator Front Cover

Insert Illustrator Front Cover

2 0 1 0 Y E A R I N R E V I E W

Confidential & Proprietary — Do Not Copy, Forward or Distribute © SportsOneSource, LLC

OIA VantagePoint is built on the SportScanInfo technology platform and is supported by a marketing partnership between Outdoor Industry Association (OIA), the premier trade associa-tion for the active outdoor recreation business, and The Sport-sOneSource Group, a full-service market research and solutions development company serving the full breadth of the active sports and outdoor lifestyle product supply chain.

The SportScanInfo (SSI) technology was first launched in 1998 to serve the U.S. athletic footwear and apparel market and quickly grew to include sports licensed products, athletic hardgoods and outdoor and sportsman related hardgoods. Today, SSI tracks weekly retail point-of-sale data from over 12,000 retail doors and websites, including over 350 outdoor specialty doors.

OIA VantagePoint revolutionizes the way the outdoor industry accesses data by providing critical, in-depth and detailed busi-ness information within five days of the prior week close.

OIA VANTAGEPOINT MEMBER DATA INCLUDES:

• Category Reports with detailed, timely, and robust cate-gory sales information for OIA members, including details by trade channel, gender, custom price points and geo-graphic region.

• Trend Reports for OIA members and associate members provided on a weekly, monthly and quarterly rotation.

OIA members have access to OIA VantagePoint Category Re-ports as a member benefit and receive discounts on Expanded Services. Expanded Services for in-depth market share, brand information and product information are accessible through Data Subscriber access. Contact The SportsOneSource Group for more information on these services.

OIA members can access this & historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint

About OIA VantagePoint™ DETAILED MARKET INFORMATION

ABOUT:

OUTDOOR INDUSTRY ASSOCIATION

• Outdoor Industry Association® (OIA) is a national

trade association whose mission is to ensure the growth and success of the outdoor industry. OIA pro-vides trade services for over 4,000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA provides industry-defining resources and support in government/legislative affairs, market and social research, busi-ness‐to‐business services and youth outreach initia-tives. Ongoing education opportunities and strategic business workshops provided by OIA include the an-nual Rendezvous®, Outdoor University® sessions, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows.

For more information go to: www.outdoorindustry.org or call 303.444.3353.

SPORTSONESOURCE GROUP

• The SportsOneSource Group is a full service market

research company delivering solutions through con-sumer insight research, retail insight research and retail point-of-sale trending and analysis. The com-pany provides the most reliable, timely and compre-hensive sports and outdoor industry information avail-able in the market today. SportScanInfo is a Sport-sOneSource technology platform developed to com-pile, aggregate and disseminate aggregated retail point-of-sale information. SportsOneSource also publishes the Sports Executive Weekly and The B.O.S.S. Report executive newsletters, along with the SGB, SGD TEAM Business and Performance Sports Retailer print publications and their related online, e-mail and digital products.

For more information call go to: www.SportsOneSource.com or call 704.987.3450

2 0 1 0 Y E A R I N R E V I E W


Contents

MARKET OVERVIEW

Sales Trends by Channel 4

CATEGORY OVERVIEW

Footwear Market 9

Apparel Market 13

Hardgoods Market 17

METHODOLOGY 18

RETAIL TRADE CHANNELS 19

2 0 1 0 Y E A R I N R E V I E W


This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this.

This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category.

-10%

-5%

0%

5%

10%

15%

Q1 Q2 Q3 Q4 YEAR

NOTE: For Trade Channel and Retail Strata definitions see page 11. Please contact SportsOneSource for a full list of reporting retailers in each channel.

2010 Fiscal Year Snapshot YEAR-OVER-YEAR COMPARISON

Footwear Apparel Hard Goods Total

Outdoor product sales by quarter Fiscal 2010 versus Fiscal 2009

KEY OBSERVATIONS:

• This is text that will help explain the trends of this

category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category.

• Yet here is some more to fill like this. This is text that

will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like.



2 0 1 0 Y E A R I N R E V I E W


Trade Channels $ Sales FY 2010 (in millions)

$ Sales FY 2009 (in millions)

Percent Change

Unit Sales FY 2010 ($ millions)


Percent Change

ALL SPECIALTY RETAILERS

1. Independent Outdoor Specialty $000.00 $000.00 +00.0% 0.000 0.000 +00.0%

ALL CHAIN RETAILERS

3. Outdoor Chain Specialty $000.00 $000.00 +00.0% 0.000 0.000 +00.0%

4. Sporting Goods Retailers $000.00 $000.00 -00.0% 0.000 0.000 -00.0%

5. Athletic/Urban/Mall Retailers $000.00 $000.00 +00.0% 0.000 0.000 +00.0%

ALL VOLUME RETAILERS

6. Internet/Catalog $000.00 $000.00 +00.0% 0.000 0.000 +00.0%

7. Department Stores $000.00 $000.00 -00.0% 0.000 0.000 -00.0%

8. Family/Independent Footwear $000.00 $000.00 +00.0% 0.000 0.000 +00.0%

9. Discount/Mass Stores $000.00 $000.00 -00.0% 0.000 0.000 -00.0%

OUTDOOR SALES TOTAL PRODUCT $000.00 $000.00 +00.0% 0.000 0.000 +00.0%


This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category. And here is some more to fill this out.

Trade channel year-to-year comparison Data only includes outdoor product sales

Market Overview SALES TRENDS BY CHANNEL

TRADE CHANNELS:

The Total Outdoor Specialty Channel Sales table below tracks sales of all products reported in the OIA VantagePoint system and sold in outdoor specialty retailers, including non-outdoor prod-ucts; while the Outdoor Product Sales by Channel table reports sales for only outdoor products in all channels that are tracked by OIA VantagePoint.


2 0 1 0 Y E A R I N R E V I E W


33%

13%

33%

13%

33%

13%

33%

13%

13%

33%

13%

33%

13%

33%

13%

33%

33%

13%

33%

13%

33%

13%

33%

13%

0% 100%

Independent Outdoor Specialty

Outdoor Chain Specialty

Spo rting Goods Retailers

Athletic/Urban/Mall Retailers

Internet/Catalog

Department Stores

Family/Independent Footwear

Discount/Mass Stores

Footwear Apparel Hardgoods


Category Sales by Channel FISCAL YEAR COMPARISON

This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category.

This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this. This is text that will help explain the trends of this category.

KEY OBSERVATIONS:




will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Category sales by channel

Some language here helping identify this chart and what it represents

2 0 1 0 Y E A R I N R E V I E W


Specialty Chain Volume

$0

$50

$100

$150

$200

$250

W E E K E N D I N G

Weekly Sales Trends by retail strata 2010 sales by week in dollars




Weekly Sales Trends WEEKLY SELLING VOLUME TRENDS

KEY OBSERVATIONS:






category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this.

2 0 1 0 Y E A R I N R E V I E W


1.5%

-13.7%

5.5%

8.9%

3.5%

15.5%

21.0%

-0.9%-1.3%

-7.2%

0.2%

-2.0%

0.1%

10.7%

3.2% 2.5%

-1.6%

2.0%0.9%

7.1%

1.4%

-0.6% -0.3%

1.1%

‐15%

‐10%

‐5%

0%

5%

10%

15%

20%

25%Footwear Apparel Hardgoods



Category Trends WEEKLY SELLING PRICETRENDS

REGIONS:


Northwest Midwest

Northwest

Southwest

Rockies Southcentral Midwest New England Mid-Atlantic Southeast

Category trends by region Some language here helping identify this chart and what it represents

Rocky Mountain Northwest

Mid-Atlantic Southcentral Southwest Southeast

2 0 1 0 Y E A R I N R E V I E W




Percent Change



Percent Change



ALL CHAIN RETAILERS












Footwear Trade channel year-to-year comparison Data only includes outdoor product sales

Footwear Market Overview FOOTWEAR SALES TRENDS BY CHANNEL


KEY OBSERVATIONS:






category. And here is some more to fill this out so we can see what this is going to look like.

2 0 1 0 Y E A R I N R E V I E W




-10%

-5%

0%

5%

10%

15%

Q1 Q2 Q3 Q4 YEAR


Footwear Sales Snapshot YEAR-OVER-YEAR COMPARISON

Specialty—All Footwear Specialty—Outdoor Footwear All Channels—Outdoor Footwear

Footwear sales by quarter Fiscal 2010 versus Fiscal 2009

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W


* Based on Feb.‐Jan. retail fiscal calendar. ** For channels tracked by SportScanInfo for OIA VantagePoint..

Trade Channels FY 2010 FY 2009 Q4 2010 Q3 2010 Q2 2010 Q1 2010


1. Independent Outdoor Specialty XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

ALL CHAIN RETAILERS

3. Outdoor Chain Specialty XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

4. Sporting Goods Retailers XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

5. Athletic/Urban/Mall Retailers XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%


6. Internet/Catalog XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

7. Department Stores XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

8. Family/Independent Footwear XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

9. Discount/Mass Stores XX.X% XX.X% XX.X% XX.X% XX.X% XX.X%

Confidential & Proprietary — Do Not Copy, Forward or Distribute © SportsOneSource, LLC Page 9



Footwear Sales Snapshot TRADE CHANNEL SALES COMPARISON

Footwear sales distribution by channel Dollar Sales Volume Represented by Each Channel**

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W



Category FY 2010 FY 2009 Q4 2010 Q3 2010 Q2 2010 Q1 2010

TRAILRUNNING 19.6% 22.2% 12.7% 25.4% 20.2% 25.1%

SANDALS 16.0% 18.5% 2.7% 14.3% 34.8% 18.2%

WINTER BOOTS 20.0% 21.0% 44.7% 10.7% 0.8% 9.8%

LIGHT HIKING 13.0% 13.6% 12.6% 13.5% 11.8% 14.8%

BAREFOOT 7.8% 3.2% 3.5% 6.3% 10.9% 12.8%

TECH HIKING 5.6% 3.4% 6.0% 5.1% 5.1% 5.8%

OUTDOOR XT 7.5% 6.9% 5.4% 8.2% 8.2% 9.7%

OTHER OUTDOOR 10.5% 11.1% 12.4% 16.4% 8.3% 3.9%



This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this.

Footwear Sales Snapshot CATEGORY SALES COMPARISON

Footwear sales distribution by category Dollar Sales Volume Represented by Major Category**

KEY OBSERVATIONS:









2 0 1 0 Y E A R I N R E V I E W




Percent Change



Percent Change



ALL CHAIN RETAILERS












Apparel Trade channel year-to-year comparison Data only includes outdoor product sales

Apparel Market Overview APPAREL SALES TRENDS BY CHANNEL


KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W




-10%

-5%

0%

5%

10%

15%

Q1 Q2 Q3 Q4 YEAR


Apparel Sales Snapshot YEAR-OVER-YEAR COMPARISON

Specialty—All Apparel Specialty—Outdoor Apparel All Channels—Outdoor Apparel

Apparel sales by quarter Fiscal 2010 versus Fiscal 2009

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W






ALL CHAIN RETAILERS












Apparel Sales Snapshot TRADE CHANNEL SALES COMPARISON

Apparel sales distribution by channel Dollar Sales Volume Represented by Each Channel**

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W




OUTERWEAR 39.5% 32.4% 51.8% 34.4% 12.8% 31.1%

RAINGEAR 3.2% 2.4% 1.6% 4.6% 6.7% 3.8%

BASELAYERS 6.5% 6.4% 6.4% 6.2% 6.4% 7.1%

SWEATS 0.8% 0.7% 0.7% 1.1% 0.7% 0.8%

SWEATERS 3.0% 3.2% 3.4% 3.3% 1.4% 2.7%

SPORTSWEAR 4.7% 5.5% 1.4% 5.2% 13.8% 6.5%

ACTIVEWEAR 22.8% 27.7% 14.1% 27.8% 42.6% 27.0%

ACCESSORIES 19.5% 21.7% 20.7% 17.5% 15.8% 21.1%



This is text that will help explain the trends of this category. And here is some more to fill this out so we can see what this is going to look like. Yet here is some more to fill like this.

Apparel Sales Snapshot CATEGORY SALES COMPARISON

Apparel sales distribution by category Dollar Sales Volume Represented by Major Category**

KEY OBSERVATIONS:









2 0 1 0 Y E A R I N R E V I E W




Percent Change



Percent Change



ALL CHAIN RETAILERS












Hardgoods Trade channel year-to-year comparison Data only includes outdoor product sales

Hardgoods Market Overview HARDGOODS SALES TRENDS BY CHANNEL


KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W




-10%

-5%

0%

5%

10%

15%

Q1 Q2 Q3 Q4 YEAR


Hardgoods Sales Snapshot YEAR-OVER-YEAR COMPARISON

Specialty—All Hardgood Specialty—Outdoor Hardgood All Channels—Outdoor Hardgood

Hardgoods sales by quarter Fiscal 2010 versus Fiscal 2009

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W






ALL CHAIN RETAILERS












Hardgoods Sales Snapshot TRADE CHANNEL SALES COMPARISON

Hardgoods sales distribution by channel Dollar Sales Volume Represented by Each Channel**

KEY OBSERVATIONS:







2 0 1 0 Y E A R I N R E V I E W




LIFESTYLE PACKS & BAGS 10.6% 11.7% 11.3% 16.0% 6.9% 9.8%

TECHNICAL PACKS & BAGS 2.4% 1.9% 2.7% 2.3% 2.3% 2.6%

HYDRATION 6.9% 7.5% 7.6% 7.0% 6.3% 7.3%

PADDLESPORTS 9.1% 3.6% 4.9% 7.8% 11.2% 11.7%

MOUNTAIN BIKES 3.9% 5.4% 3.7% 3.3% 4.1% 4.4%

SNOW SPORTS 2.3% 1.5% 7.2% 0.6% 0.2% 3.0%

TRAILERS & RACKS 3.6% 2.0% 4.5% 3.0% 3.5% 3.8%

OTHER HARDGOODS 42.9% 45.9% 47.5% 41.2% 41.3% 42.6%

TENTS 8.9% 10.0% 3.8% 8.6% 13.5% 6.5%

SLEEPING BAGS 3.9% 4.0% 3.5% 3.9% 4.1% 3.8%

COOLERS/CONTAINERS 5.5% 6.5% 3.3% 6.2% 6.7% 4.5%



Footwear Sales Snapshot CATEGORY SALES COMPARISON

Hardgoods sales distribution by category Dollar Sales Volume Represented by Major Category**

KEY OBSERVATIONS:









2 0 1 0 Y E A R I N R E V I E W


OIA VantagePoint, powered by SportScanInfo, is a powerful retail point-of-sale (POS) tracking system designed specifically for vendors, suppliers and retailers in the active outdoor life-style industry. OIA VantagePoint provides OIA members with critical, in-depth and detailed business intelligence; includes information from over 10,000 retail doors carrying outdoor products; and highlights data from nine trade channels across eight geographic regions. Those channels range from full-line Sporting Goods and Outdoor Specialty to Family Footwear, Department Stores and Internet/Catalogs.

The weighting algorithm for the data projected on the OIA VantagePoint system has been vigorously reviewed and tested. The data presented are based on a num-ber of factors—including raw point-of-sale data delivered by retailers each week, input from industry trade associations, industry manufacturers, surveys, marketing companies, and the retailers themselves.

Our research helps us develop a market picture that provides insight into estimated sales by category and by retail channel. The weight given to a specific Retail Channel for a specific cate-gory is based on ongoing research and analysis—that helps determine the estimated percentage of total sales that Trade Channel represents of total sales for a specific category.

Once all sales for a given product are calculated they are rounded to the nearest Unit/Dollar.

NOTES:

The population of mass merchants does not include Walmart or Target stores, and no attempt is made to project for Walmart or Target stores.

Products not sold through one of the OIA VantagePoint reporting retail-ers will not be reported. Sales of products sold only by OIA VantagePoint reporting retailers but not identified as such, may be over-stated.

For an in-depth description of the retail channels and methodology used to calculate market size projections, please visit the Methodology page under the Help section at www.OIAVantagePoint.com.

Methodology DETAILED MARKET INFORMATION

2 0 1 0 Y E A R I N R E V I E W


Retail Trade Channels

Specialty Retailer Strata Specialty Retailers include those retailers that sell products targeting a specific activity, such as running, bicycling, skiing, hiking, hunting, fishing, or outdoor activities. Specialty retailers sell sport‐ or activity‐specific footwear, apparel and hardgoods, and have less than 25 retail doors.

• Independent Outdoor Specialty Independent Outdoor Specialty retailers focus on products that are specific to outdoor activities. These stores are generally seen as aspirational destinations.

• Other Specialty Other Specialty Retailers include activity‐specific retailers exclusive of the general Outdoor Specialty channel. This would include bike or run specific retail stores that are not focused on products that are specific to outdoor activities.

Chain Retailer Strata Chain Retailers include those retail stores that are part of a national or regional chain with more than 25 stores.

• Outdoor Chain Specialty Outdoor Chain Specialty retailers include retailers that primarily sell outdoor products and have more than 25 stores.

• Sporting Goods Retailers Sporting Goods retailers sell athletic and outdoor footwear, apparel, plus team and individual sports hardgoods, where hardgoods make up at least a third of total sales. Sporting Goods retailers carry a full‐line of sporting goods and team sports related products. This channel excludes Mass Retailers where non‐athletic product sales account for a majority of sales.

• Athletic/Urban/Mall Retailers Athletic /Urban/Mall retailers primarily sell athletic footwear and/or apparel and may carry some hardgoods items serving the 12‐ to 24‐year‐old demographic. These retailers receive allocated footwear product and are generally seen as aspirational destinations.

Volume Retailer Strata Volume Retailers include those large retailer stores that are part of a national or regional chain. Volume Retailers tend to be big box formats with higher square footage than the Specialty or Chain Retailers. The Volume foot‐wear retailers tend to allocate more sales floor space specifically to footwear products than Chain retailers.

• Internet/Catalog Internet/Catalog retailers conduct a majority of their sales through the Internet or catalogs.

• Department Stores Department Stores include those retailers that sell outdoor footwear and apparel, but non‐outdoor products may account for a majority of sales. Retailers in this group do not get key designer apparel brands and focus their efforts on the family‐oriented and price‐conscious consumer.

• Family/Independent Footwear Family Footwear Stores includes retailers that sell athletic and outdoor footwear, but non‐outdoor product may account for a majority of sales. Retailers in this group focus their efforts on the family‐oriented and price‐conscious consumer. Independent Footwear stores are not part of any national chains.

• Discount/Mass Stores Discount retailers generally sell discounted product, close‐out product or non‐branded product at sharper discounts. Retailers in this group do not generally sell key designer brands or top‐tier outdoor footwear or apparel brands. OIA VantagePoint does not project for Walmart or Target Stores.

Ad Page

The SportsOneSource Group 2151 Hawkins St. Suite 200

Charlotte, NC 28203 704.987.3450

704.987.3455 fax www.SportsOneSource.com

[email protected]

2 0 1 0 Y E A R I N R E V I E W


The 2010 retail fiscal year, comprised of the 52-week period from January 31, 2010 through May 1, 2010, marked a return to growth for many outdoor retailers, with solid sales increases in most channels and particularly strong sales through com-bined outdoor specialty channels, represented by Independent Outdoor Specialty and Outdoor Chain Specialty. Solid growth in sales of Outdoor Footwear and Outdoor Hardgoods easily offset a small decrease in Outdoor Apparel sales for the fiscal quarter. After a very difficult 2009, many outdoor retailers are already optimistic about 2010.

Still, many independent specialty retailers are operating with record-low inventories in an effort to reduce exposure as a hedge against a double dip recession. This cost cutting has helped boost profits and contributed to the overall health of the industry. However, manufacturers are operating with lower inventories as well and this strategy can backfire if demand continues to ramp up and inventories fail to meet demand.

-10%

-5%

0%

5%

10%

15%

Q1 Q2 Q3 Q4 YEAR

Sales variance by macro category 2010 vs. 2009 numbers are Based on the Feb.-Jan. retail fiscal calendar. Q1 and Year-to-date is Feb.-Apr. Outdoor product sales in channels are tracked by SportScanInfo for OIA VantagePoint.


2010 Fiscal Year Snapshot YEAR-OVER-YEAR COMPARISON

Footwear Apparel Hard Goods Total

Outdoor product sales by quarter Fiscal 2010 versus Fiscal 2009

oia annual

Documents

oia members

oia pro

outdoor industry accesses

oia vantagepoint member

outdoor specialty doors

outdoor university sessions

outdoor retailer tradeshows

product information