# Sports Retailing with Matt Powell

By Christine Russo · Published 2024-10-28 · Updated 2026-06-08 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/sports-retailing-with-matt-powell
Creator hub: What Just Happened

> A sports retail expert examines how brands are rethinking their go-to-market strategies in an increasingly competitive marketplace

## Key points

- The sports retail landscape is experiencing a shift in dynamics towards DTC strategies.
- Despite the growth in online shopping, physical store sales remain significant.
- Brands need to maintain product quality and diversify to stay relevant.

On this latest episode of [What Just Happened?](https://marketscale.com/shows/what-just-happened/) with [Christine Russo](https://www.linkedin.com/in/christine-russo-3684604/), industry veteran [Matt Powell](https://www.linkedin.com/in/mattpowellanalyst/) joins to discuss the shifting dynamics of the sports retail landscape and the evolving role of direct-to-consumer (DTC) strategies.

**Matt Powell**, who spent over two decades studying the sports retail sector and recently founded **Spur Wink River**, brings a unique lens to today's retail challenges. He reflects on his journey, sharing insights on what he calls "fun and interesting work," including consulting and pro bono efforts with minority-owned sports businesses.

The conversation dives deep into the challenges and nuances of modern retail. Powell emphasizes that while brands may be eager to pursue DTC channels, the wholesale model remains resilient. Despite online shopping’s growth, he points out that approximately 40% of athletic shoe sales in the U.S. are still happening in physical stores—a number unlikely to exceed 50% soon.

> Approximately 40% of athletic shoe sales in the U.S. are still happening in physical stores—a number unlikely to exceed 50% soon.

Powell also addresses the misconception of retail dichotomies, such as online versus in-store, suggesting instead that the future of retail lies in a seamless experience. As he puts it, "The consumer just wants to buy whenever, wherever, however they want and get out of the way."

> The consumer just wants to buy whenever, wherever, however they want and get out of the way.
> *— Matt Powell*

**Nike**'s DTC push comes under scrutiny as Powell explains how the brand's rapid shift was initially too aggressive, impacting its distribution partnerships. He applauds multi-brand retailers like **Foot Locker** for strategically adapting by expanding beyond **Nike** to diversify their inventory with brands like **Hoka** and **New Balance**.

Closing with a discussion on brand integrity, Powell emphasizes the need for brands to focus on product quality and authenticity, particularly as resale markets grow. By keeping an unwavering commitment to product excellence, he believes brands can maintain relevance and foster lasting relationships with their customers.

Tags: athletic shoe sales trends, Christine Russo, direct-to-consumer strategy, DTC vs wholesale, Foot Locker, Matt Powell interview, Nike DTC strategy, sports retail insights, What Just Happened podcast

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