With our exclusive Sporting Goods Scorecard, we give you an overview of top performers by sales and profit. Find out about the winners and losers in the industry. The Scorecard includes the revenue and profit development of all major global sporting goods brands.

As the world began to recover from the COVID-19 pandemic, consumers embraced footwear, apparel, sporting goods and outdoor products and industry profits recovered nicely after a difficult 2020. SGI Europe’s inaugural Scorecard shows the Return on Sales in 2021 was 11.3 percent versus 5.2 percent in 2020. Total revenues for the group jumped 20.5 percent to more than €134.4 billion from €111.6 billion the year prior. Profits were 165.2 percent higher in aggregate to more than €15.1 billion as all but two entrants—Rocky Brands and Allbirds—reported more net income in 2021.

Nike, Adidas and Co: revenue, profit and sales

These are the results of our first annual survey of 26 global public companies that report their yearly results for the 12 months on or near Dec. 31. In Nike’s case, the figures represent total sales for the 12 months ended Nov. 30, which is the closing date of the company’s second financial year quarter. All reported results that were not reported in euros were converted to the currency at the average rate for the year*. We opted to exclude On Holding from our inaugural scorecard since the Swiss company was not a public company for 12 months, having filed its IPO in September 2021. ON reported the equivalent of a €57.5 million loss despite a 70 percent local currency increase in annual sales to nearly €670.4 million.

Among the key findings:

  • Nike and Adidas Group combined accounted for more than €60.4 billion in sales or 45.0 percent of the total reported by all firms. The Swoosh and Three Stripes combined also had more than €7.56 billion in earnings to account for 49.8 percent of all industry profitability last year.

  • 21 companies recorded more than €1 billion in revenues in 2021.

  • Only two firms, Fila Holdings and Yue Yuen had lower, albeit slightly, sales for the year.

  • Thirteen firms recorded annual sales between €2 billion and €7 billion.

  •  Puma’s total revenues, while up 30 percent, equaled only 17 percent of Nike’s total 12-month sales and 32 percent of the Adidas Group.

  • Two of the four companies with the largest annual sales increases, Callaway, and Rocky Brands, had revenue benefit from acquisitions. The others with the biggest annual sales increases on a percentage basis were Crocs and Anta Sports Products. Callaway acquired TopGolf, which is projected to contribute $1.5 billion to its topline in 2022, and realized strong momentum from its Jack Wolfskin and TravisMathew businesses. Rocky Brands, hampered by distribution woes during the second half of 2021, acquired The Original Muck Boot Co., Xtratuf, Servus, Neos and Ranger brands from Honeywell Intl. for $230 million in Jan. 2021. Crocs, which realized more than 64 percent sales growth in its direct-to-consumer business last year, is projecting $6 billion in annual turnover by 2026 that will be driven by its acquisition of Heydude and organic growth in its digital segment. Anta reported 485 percent growth in its annual d-t-c business last year with its ecommerce segment sales rising 62 percent to account for 29 percent of all revenues.

  • Only two entrants had lower year-over-year earnings in 2021. Just one, Allbirds, reported an annual net loss. 

  • Five companies—Hanesbrands, Under Armour, Callaway, Wolverine Worldwide and GoPro—turned a 2021 profit after reporting a loss in 2020.

 

 Notes: * as established by www.fxtop.com.