Holiday Thought Leadership 2025

Unlocking Holiday Performance in a Value-First Consumer Landscape

Happy Holidays from SFIA! We hope each of you has enjoyed a successful and fulfilling 2025, both personally and professionally. As we close out the year, our goal is to bring together the wide range of holiday forecasts, consumer insights, and holiday season retail results circulating across the industry. By consolidating this information into one clear narrative, we aim to provide the sports and fitness industry with valuable context and actionable takeaways. Whether you are evaluating e‑commerce strategies, in‑store promotions, or shifting consumer preferences, this briefing is designed to help you make informed decisions and position your business for success.

A Season Marked by Deliberate Spending

The 2025 holiday season is unfolding against a backdrop of caution and recalibration. After several years of steady growth, multiple forecasts suggest that consumer spending is cooling, influenced by higher prices due in part to tariffs. PwC is warning of the first holiday spending pullback since 2020. Deloitte echoes this sentiment, projecting the weakest year-over-year holiday retail sales increase since the pandemic, with growth expected to hover between 2.9 and 3.4 percent. Bain & Company places its forecast slightly higher at 4 percent, but still below the 10-year average of 5.2 percent. The National Retail Federation (NRF) anticipates only modest gains of 3.7 to 4.2 percent, noting that much of this growth reflects higher prices rather than stronger demand.

For sports and fitness retailers, this environment demands a sharper focus on consumer behavior. Shoppers are not disengaging from the holiday season, but they are becoming more selective, more value-driven, and more digitally savvy. PwC’s survey highlights that gift spending is down 11 percent, with Gen Z showing the sharpest pullback. Deloitte’s consumer research similarly points to tighter budgets, with average holiday spend expected to decline by 10 percent. Circana adds that bargain-hunting is shaping the season, with many consumers starting their shopping earlier to secure deals.

This trend aligns with the latest SFIA participation data. In the First Half Game Plan: Key Moves in Sports Participation report, we are seeing – for the first time in eight years – the early signs of declining sports and fitness participation. 2025 overall physical activity, measured by the share of individuals achieving 150 minutes of moderate-intensity activity per week, is projected to slip by 0.6 percent compared to 2024 activity levels. While that may sound modest, it represents nearly two million fewer people being active. Breaking it down by category, three areas – fitness, racquet, and winter sports – registered increases, while four – individual, outdoor, team, and water sports – experienced declines. This participation data is particularly important because in the U.S., activity levels often correlate with income. If participation wanes, it may signal that households have less disposable income, a factor that could weigh on holiday spending in the sports and fitness sector.

Digital Continues to Lead the Way

E-commerce sales are projected to continue to grow this holiday season. Adobe projects 2025 online holiday sales will rise 5.3 percent to $253.4 billion, though this is slower than last year’s 8.7 percent growth. Mobile commerce is now dominant, expected to account for 56 percent of online spend. Salesforce underscores the transformative role of technology, forecasting that artificial intelligence will drive 21 percent of global holiday orders, representing $263 billion in sales. In the U.S. alone, Salesforce expects digital sales to reach $288 billion, up 2.1 percent.

For sports and fitness brands, the message is clear:

Brick-and-Mortar Still Matters, Especially When the Value is Clear

While foot traffic forecasts suggest a flatter season overall, key promotional moments continue to draw strong in-person engagement. Sensormatic predicts flat to slightly down traffic, with Black Friday visits this year falling 2.1 percent compared to 2024. Yet NRF reported a record 203 million shoppers over Thanksgiving weekend, suggesting that consumers will still show up in large numbers when value and convenience are clear. This duality – sluggish overall traffic but surges around key promotional events – underscores the need for sports and fitness retailers and brands to create compelling in-store experiences that complement their digital strategies.

Sports and fitness brands can win by:

Consumers are not abandoning stores. They are visiting with purpose.

Evolving Consumer Behaviors Are Redefining the Season

Consumer sentiment remains fragile. Surveys show confidence sliding to four-month lows, with tariffs and inflation weighing heavily on perceptions of affordability. The Footwear Distributors and Retailers of America (FDRA) notes that tariffs are driving footwear prices higher, a trend that resonates across the sports and fitness sector. FDRA reported that retail footwear prices rose 1.4% year-over-year in August. At the same time, new consumer habits are emerging. Reports suggest that up to 40 percent of holiday shopping may involve secondhand gifts, reflecting both sustainability concerns and budget-consciousness.

Early Season Signals Point to Steady, Digital-Led Performance

Early results from October and Cyber Week provide further clarity. Adobe reported that online holiday spending grew 8.2 percent in October, while overall retail sales showed modest growth ahead of the holidays. Circana tracked a 2 percent increase in October U.S. retail revenue. Cyber Monday sales climbed 7 percent online, reinforcing the strength of digital channels. Yet Deloitte noted that Black Friday and Cyber Monday spending fell 4 percent compared to last year, highlighting the unevenness of consumer engagement.

What This Means for Sports & Fitness Brands

Combining these results and reports together, the 2025 holiday season is defined by moderation. Growth is slowing, sentiment is cautious, and consumers are prioritizing value. But within this environment, e-commerce and digital innovation are thriving. For sports and fitness brands, the path forward is clear: lean into digital channels, embrace AI-driven personalization, and craft promotions that emphasize affordability, durability, and wellness benefits. But do not neglect the in-store experience. While traffic may be flat overall, consumers are still willing to show up in record numbers when the deals are compelling.

The sports and fitness industry has always thrived on resilience and adaptation. This holiday season is no different. By meeting consumers where they are – online, mobile, and value-conscious – while still offering engaging in-store experiences, brands can turn a cautious holiday landscape into an opportunity for growth and connection with consumers.

Citations:

PwC: Holiday Outlook 2025 (click here), Deloitte: Holiday Retail Forecast (click here, SGB Media article here ), Deloitte: 2025 Deloitte Holiday Retail Survey (click here), Deloitte: Black Friday-Cyber Monday Shoppers Rein in Spending (Click here),  Bain: 2025 Holiday Shopping Outlook (click here), National Retail Federation (NRF): Winter Holiday Data and Trends (click here), National Retail Federation (NRF): Thanksgiving Holiday Weekend Draws a Record 203 Million Shoppers (click here),Circana: 2025 Holiday Purchase Intentions Report (click here, SGB Media article here), Circana: October Retail Sales Reveal the Impact of Headwinds Challenging Consumers, Reports Circana (click here, SGB Media article here), Adobe: 2025 Holiday Shopping Trends (click here), Adobe: Adobe: Consumers spent $88.7 billion online (Oct 2025), up 8.2% year-over-year, with AI-powered shopping continuing to rise (click here) Salesforce: With $1.25T in Holiday Sales Up for Grabs, LLMs Emerge as New Frontier for Search (click here), Sensormatic: Holiday 2025: Sensormatic Solutions reveals global predictions for retail’s busiest days (click here), Sensormatic: U.S. retail traffic was in-line with year-to-date trends on Black Friday, according to Sensormatic Solutions ShopperTrak Analytics (click here), University of Michigan: Survey of Consumers (click here, SGM Media article here), Footwear Distributors and Retailers of America (FDRA): New Survey: 75% of Consumers Say Shoe Prices Are Rising — Tariffs Blamed as Holiday Shopping Season Begins (click here, SGB Media article here), ThredUp: ThredUp Report Reveals 40% of Holiday Budgets Will Go to Secondhand Gifts (click here).

A Letter From the President & CEO of SFIA, Todd Smith

Dear SFIA Members,

As we wrap up 2025, I want to extend my sincere gratitude for your continued membership and engagement with SFIA. This year brought several shifts across the global landscape, most notably the impact of tariffs, making planning for your businesses harder and predictability challenging, and yet our industry remained steady. Your resilience, adaptability, innovation, and commitment to strengthening sports and fitness participation never wavered. 

Throughout the year, SFIA focused on providing resources that offer your businesses stability in an unpredictable environment, delivering what is essential for our industry in moments like these: strong advocacy, timely and accurate data and insights, and enhanced member services and communications. Below, you will find highlights from our work across 2025.

As we look to 2026, uncertainty will not disappear at the turn of the calendar, but neither will our industry’s momentum. The United States hosting the World Cup marks the beginning of a historic decade of global sporting events coming to our nation. This extended spotlight presents an unprecedented opportunity to expand sports and fitness participation, elevate our industry, and showcase innovation on a world stage.

Through SFIA’s 2034WARD growth campaign, we will work with partners across the industry to ensure we are fully prepared and strongly positioned to maximize this amazing decade. A key focus of this campaign will be expanding sports and fitness participation within communities that have historically faced accessibility barriers. We welcome your engagement and partnership as we advance 2034WARD and unlock the full potential of this opportunity together.

And while 2034WARD is a critical component of SFIA’s long-term strategy, our industry priorities for 2026 remain anchored in a strong advocacy agenda, expanded insights into participation and industry trends, and increased membership resources designed to help your businesses navigate what comes next. Your input is integral to helping us shape these priorities, so please reach out to me anytime to share feedback.

Thank you for all you do for sports and fitness and for your warm welcome in my first calendar year as SFIA’s CEO.  It is an honor to be your teammate and work alongside you.

Wishing you a safe and restorative holiday season. Here’s to entering 2026 with clarity, purpose, and confidence as our industry moves 2034WARD together. 

-Todd Smith
President & CEO, SFIA

2025 SFIA Highlights

Industry Leadership Highlights

Amid a year of uncertainty, we at SFIA remained steadfast in our commitment to provide members with stability, insight, advocacy, and community.

We were honored to welcome 55 new member companies, representing the breadth and depth of today’s sports and fitness ecosystem.

A defining milestone of 2025 was the launch of our 2034WARD Growth Campaign, a decade-long initiative that will harness the unprecedented lineup of global sporting events coming to the United States — including Summer and Winter Olympic Games and world championships in soccer, rugby, and baseball. Through this campaign, we are working with stakeholders across the industry to boost participation, especially within communities that have historically faced barriers to access, and to ensure this historic decade delivers lasting impact.

To help members fully leverage the value of SFIA, we introduced SFIA’s Membership Playbook, a dynamic, easy-to-use guide to help you make the most of your benefits. We also expanded member value through strategic partnerships, including:

Adding to our lineup of impactful committees, we launched the Female Athlete Empowerment Committee, dedicated to supporting female athletes of all ages, advancing professional women’s sports, and amplifying women’s leadership across the industry.

Excelerator Program

We proudly closed out year three of the SFIA’s Excelerator program, our professional development initiative for emerging sports and fitness industry leaders. Program highlights include:

The program’s strongest endorsement: 100% of this year’s participants would recommend the program to colleagues, citing the value of both skill development and relationship-building.

Interest in the 2026 class is already high, with limited Associate openings. Applications will open in January 2026.

VetsEXCEL Program

This year, we launched the VetsEXCEL Program to support military veterans transitioning into civilian careers and aspiring to join the sports and fitness industry. The inaugural class of 10 Fellows began in November and will conclude in February 2026. Program highlights include:

Thought Leadership Highlights

2025 Team Sports Conference:

We hosted our 19th Annual Team Sports Conference, in coordination with NFHS and NCAA, bringing together member companies and industry stakeholders to explore trends and insights across the youth and school team sports segment. Attendance grew in 2025, with over 180 participants representing more than 80 companies. Programming featured:

Start-Up Challenge

We are also currently holding our 9th Annual Start-Up Challenge, which has spotlighted six semifinalists — InSquare, jbrds, Lineman Probs, Ruley AI, UltimateTag, and Sandlotz — who shared bold ideas for the future of sports and fitness. The champion will be selected shortly.

Since its inception, this challenge has become a proven launchpad for innovation, with participating start-ups collectively raising over $350 million and redefining what’s possible in our industry.

Sideline Sessions

New this year, we launched Sideline Sessions, a virtual education series offering timely insights and updates on a wide variety of critical industry topics, including:

Research and Insights Highlights

We expanded our custom research capabilities through multiple projects, leveraging SFIA’s expertise in participation and youth sports, all in service of helping brands make smarter, data-driven business decisions.

We published six major research reports on participation trends, sport-specific insights, and business intelligence — available to SFIA members at no cost.

New this year, we:

Throughout the year, we provided tailored data presentations and analyses to member companies, informing product development, business planning, and forecasting, and spoke at major industry events to reinforce SFIA research as the gold standard. To that end, we also:

We continued leadership in the Physical Activity Council (PAC) and collaboration with The Aspen Institute’s Project Play to measure national progress and participation in physical activity.

On December 9, we launched our fourth Member Satisfaction Survey. We welcome your feedback to help us strengthen SFIA membership benefits and services.

Government Affairs and Strategic Advocacy Highlights

As the leading voice of the industry at the federal level, we advocated for sports and fitness participation, safety, and industry growth by supporting and endorsing:

We met with 50+ Members of Congress and staff on SFIA’s key legislative priorities and advanced our 2034WARD initiative goals through engagement with:

Additionally, we worked tirelessly to reduce barriers to drive economic growth by:

Throughout the year, we kept members informed about ongoing tariff developments through three members-only webinars and participated in member-hosted events on the topic, as well.
 
We also partnered with the Congressional Sports for Charity on the first-ever Congressional Pickleball Game and hosted a Leadership Roundtable leading up to the World Cup Draw in Washington, D.C. with diverse stakeholders, including the private and public sectors, laying the groundwork for a decade of collective action through sports and fitness.

Standards & Compliance Highlights

To ensure fair play and player safety, we published the Arm Sleeve Coverings Standard for Football Game Play for the 27/28 football season at the high school level. The standard specifies the amount of grip enhancement an arm covering may have, similar to the existing SFIA Football Glove Standard.

We also expanded the SFIA Football Glove Standard, which now has more than 30 licensed companies and continues to grow. With our certification partner, Exponent, we continue to refine testing protocols to ensure fairness and consistency.

Through our representation with NOCSAE, we created a Technical Advisory Committee of licensees to ensure evolving standards remain aligned with real-world manufacturing capabilities.

We continued to work with our members through our sports-specific councils in football, baseball/softball, lacrosse, volleyball, soccer, and golf to ensure equipment manufacturers are aware of ongoing developments and to discuss pressing industry topics. 

DURHAM, N.C. (October 27, 2025) – SKLZ, the leader in athlete development products, is excited to announce the launch of a new product, the SKLZ Bashhhketball Pro. The SKLZ Bashhhketball Pro is the only official size and weight silent basketball that offers a unique solution for players seeking to refine their skills in any indoor space without causing noise disturbances.

The SKLZ Bashhhketball Pro retails for $59.99 and is available to purchase at SKLZ.com, Dick’s Sporting Goods, Amazon and Scheels.

Michael Polk, CEO of Implus, said, “The SKLZ Bashhhketball Pro is a game changer for young basketball players looking to sharpen their skills indoors anytime, anywhere. It’s designed with the same size and weight of a regulation basketball, making it the perfect tool for authentic, effective skill-building without the excess noise.”

Built at the official 29.5” size and official 22oz weight, this polyurethane foam basketball offers the feel and performance of real gameplay but with significantly reduced noise and a softer impact for dribbling indoors on wood, tile and carpet floors.

Additional standout features of the SKLZ Bashhhketball Pro include:

Whether practicing dribbling, crossovers, between-the-legs or behind-the-back movements, the SKLZ Bashhhketball Pro allows athletes to focus on training without disrupting their surroundings.

About SKLZ
SKLZ is the leading provider of performance training products and programs for athletes of all levels. SKLZ products are designed to sync the body to the brain, helping athletes to be stronger, smarter, and faster. With tools available for every sport and skill, like training nets, agility ladders, resistance bands, and more, SKLZ empowers athletes to never settle for yesterday’s best. Learn more at www.sklz.com

About Implus
Implus is home to 16 brands in the footwear accessories, hosiery, specialty running, outdoor, fitness and movement categories. As an industry leader in active accessories, Implus is committed to enabling people to live active, healthy, and fulfilled lives, providing innovative products to more than 80,000 retail outlets worldwide. Distributing across more than 70 countries, Implus is headquartered in Durham, North Carolina, with five international offices. Key brands within Implus’ portfolio include Balega®, SKLZ®, Yaktrax®, TriggerPoint™, Sof Sole®, RockTape® and Spenco®. Learn more at www.implus.com.

Media Contact
Rachel Rose
(984) 344-1642
[email protected]

Gain insights into youth sports parents’ equipment purchasing behaviors with new custom research!

SFIA has released a brand-new, custom research report, Team Sports Parents’ Insights, a study aimed to gain a deeper understanding of how parents navigate the youth team sports landscape, focusing on their purchasing behaviors, motivations, and participation patterns.

Understanding the full sports ecosystem includes listening to those on the frontlines – parents and families – and this new research initiative offers just that: a rare, in-depth look at the decision-makers in youth sports.

Find out who is driving the household participation and purchasing decisions, how often equipment is replaced, and for what sports, and more, to position your business for success.

If you are in the business of youth sports, this playbook is for you.

Click here to download your copy!

$500 for SFIA Members | $1,000 for Non-Members

For more information about SFIA Research, please contact Alex Kerman.
For media inquiries, please contact Lisa Futterman.

DURHAM, N.C. (September 24, 2025) – Balega, one of the leading performance running sock brands in the world, announced the launch of its latest campaign, Feel the Difference™. This campaign highlights the brand’s dedication to providing the most comfortable performance sock on the market.

Michael Polk, Chief Executive Officer of Implus, said, “The Feel the Difference™ campaign demonstrates the product point of difference of Balega socks for runners, athletes and other consumers living active lives. Balega offers several styles, sock heights, and designs that offer different levels of cushioning and compression to create a uniquely comfortable performance sock.”

Balega is known for its innovative design featuring moisture-wicking Drynamix™ yarn, seamless construction, and premium cushioning. This design allows the sock to comfortably fit on the foot while preventing friction and unwanted movement so that customers can run, walk, or engage in their favorite activities without any distractions. The campaign will showcase popular styles, including the UltraGlide, Ultralight, Enduro, and Hidden Comfort, highlighting the unique features and benefits of each to help customers find their perfect pair.

Customers can find more information on Balega and the Feel the Difference™ campaign by visiting www.balega.com and following their social channels: Instagram and Facebook.

About Balega
A leading performance running sock brand in the run specialty market, Balega is a designer and manufacturer of technical performance running socks and part of the Implus family of brands. With a proud American-South African initiative, the company develops its product in several countries, utilizing the best performance yarns produced across the globe. Crafted for a superior fit and unmatched comfort, Balega is committed to technical excellence, quality, and performance. A brand with ‘sole,’ Balega prides itself on its commitment to the community with projects aimed at enriching those less fortunate than ourselves. In 2023, Balega became Climate Neutral Certified by committing to measure their climate impact, setting reduction targets, and offsetting their carbon emissions. For more information, please visit www.balega.com.

About Implus
Implus is home to 16 brands in the footwear accessories, hosiery, specialty running, outdoor, fitness and movement categories. As an industry leader in active accessories, Implus is committed to enabling people to live active, healthy, and fulfilled lives, providing innovative products to more than 80,000 retail outlets worldwide. Distributing across more than 70 countries, Implus is headquartered in Durham, North Carolina, with five international offices. Key brands within Implus’ portfolio include Balega®, SKLZ®, Yaktrax®, TriggerPoint™, Sof Sole®, RockTape® and Spenco®. Learn more at www.implus.com.

Media Contact
Rachel Rose
(984) 344-1642
[email protected]

(Peachtree Corners GA – September 16, 2025) – Mizuno Running is proud to announce the addition of five new members to its field team, furthering the brand’s five-year strategic plan and deep commitment to the running specialty channel. Mizuno is investing in talented professionals who not only understand the sport of running but also the business of specialty retail. By expanding its team, Mizuno strengthens its ability to serve retailers, support runners, and continue building toward its vision of becoming a top-tier brand in the specialty space.

The new team members include:

Christian Anderton – Running Brand Specialist, Birmingham, AL
 Christian began his career in running specialty at the Trak Shak Running Shops from 2020–2023 before joining Hibbett Sports as an allocation analyst. A former Troy University cross country and track & field athlete, Christian brings both competitive running experience and retail expertise to his new role.

Ben Hanlon – Running Brand Specialist, Richmond, VA
 Ben joins Mizuno after excelling at Big Peach Running Co., where he was the top salesperson at the Cumming location and served as interim manager. A decorated runner at Berry College with seven conference championships, Ben has also coached at South Forsyth High School, helping athletes reach national competition. He was part of the world record–breaking 100xMile relay team.

Zach Opdenaker – Territory Manager, Mid-Atlantic (MD, VA, DC)
 With a strong background in both brands and data, Zach has previously worked with Saucony and Upper Quadrant. His career began in running specialty retail with Delaware Running Company and Philadelphia Runner. An accomplished distance runner himself, Zach has completed three marathons and two ultras, including winning the 2019 Delaware Marathon.

Adam Jones – Territory Manager, Carolinas (NC & SC)
Adam brings a wealth of knowledge in running specialty retail from his time at Trak Shak, Fleet Feet Winston-Salem, and Run For Your Life. He also has sales experience in the outdoor industry, having worked with White Duck Outdoors. A former NCAA All-American in the 1500m at Samford University, Adam most recently won the 2024 Charlotte Marathon with a time of 2:23:50.

Nick Carlone – Territory Manager, Pacific Northwest (OR, WA, ID)
 Nick joins Mizuno with years of experience in retail and field sales, having managed Fleet Feet Sacramento and worked as a Brooks Guru, Mizuno Running Brand Specialist, and Karhu Sales Representative. His diverse background positions him well to strengthen Mizuno’s presence in the Pacific Northwest.

“These hires reflect Mizuno’s belief in the power of people to drive the running specialty business forward,” said Chris Brewer, Sr. Director of Running, Mizuno USA. “Christian, Ben, Zach, Adam, and Nick all bring passion for the sport, proven experience in the channel, and a commitment to serving runners. Together, they will help us deliver on our strategy and ensure Mizuno continues to thrive in the years ahead.”

With this expansion, Mizuno underscores its ongoing commitment to the running community, strengthening relationships with specialty retailers while inspiring and supporting athletes nationwide.

ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA

Media Contact:

Brand Support
[email protected]

(Peachtree Corners GA – September 9, 2025) – Mizuno USA is proud to announce a new leadership structure within its Golf Division, spotlighting the company’s ongoing commitment to growth, innovation, and supporting golfers at every level of the game.

Chris Voshall has been appointed Director of Golf, bringing years of industry knowledge, product expertise, and a deep understanding of the Mizuno brand. Voshall will oversee the division’s strategic direction, guiding the team with a renewed focus on elevating Mizuno’s presence in the golf industry.
Joining him is Tim Botschner, who will serve as Senior Manager of Golf Sales. Botschner will lead Mizuno’s sales initiatives with a focus on strengthening retail partnerships and supporting sales personnel in the field.

Additionally, Tyler Schaaf has been named Manager of Golf Custom Fitting, where he will lead Mizuno’s efforts to further develop and maintain its long-standing reputation as the industry’s fitting leader. His expertise will help ensure golfers continue to experience the performance benefits of Mizuno’s advanced fitting technologies.

These leadership appointments build upon Mizuno’s recent investments in the Golf Division, including a new tour truck, sales vans, enhanced demo and fitting carts, updated software, and expanded personnel. Together, these efforts reinforce Mizuno’s commitment to providing premium experiences for golfers and partners alike.

“We are confident that Chris, Tim, and Tyler will continue to strengthen Mizuno Golf in their new roles,” said Tim Rumer, Sr. Vice President of Business Development, Mizuno USA. “Each has a long track record of success within Mizuno, and their leadership ensures stability, expertise, and a forward-looking vision as we build the next chapter for our Golf Division.”

Mizuno continues to expand its golf team and capabilities, with additional hires and resources planned in the coming months. These changes represent Mizuno’s dedication to innovation, craftsmanship, and supporting the game of golf worldwide.

ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA

Media Contact:

Brand Support
[email protected]

SFIA has been working hard to get the message out on behalf of the sports and fitness industry that tariffs will have a negative effect on sports and fitness participation in the U.S., especially at the youth level.

Here is an overview of our media efforts:

News Stories:

For more information or for questions, contact Bonnie McLaughlin at [email protected]. 

The Sports & Fitness Industry Association (SFIA) is proud to partner with Good Sports on the ongoing Restore Play initiative, which aims to help youth regain access to sports and physical activity following natural disasters. In the wake of the recent severe flooding across multiple counties in Texas, and parts of New Mexico, Good Sports is working directly with impacted schools and community organizations to assess equipment and supplies needed to help these communities remain healthy and active. But they can’t do it alone. We are reaching out to our valued network of partners to help meet the need for gear in these hard-hit areas, especially as back-to-school approaches. In order to best meet the needs of the impacted programs, we are accepting in-kind and financial contributions to provide support.

Equipment Needs Identified:

Good Sports will continue to monitor the situation closely and respond with care and respect for the families and communities affected. While immediate needs are already pressing, we expect demand for equipment to grow as recovery efforts progress. That’s why we’re mobilizing now, alongside the broader sports community, to ensure sustained support in the weeks and months ahead. To learn how you can contribute or begin the donation process, please contact Good Sports’ Director of Warehouse Operations & Equipment Partnerships, Patrick Norris, at [email protected], or visit the Good Sports x SFIA Restore Play Network webpage here.

The Sports & Fitness Industry Association (SFIA) launched the 2034WARD Campaign in March 2025, a new initiative that leverages historic global events to drive growth in sports and fitness participation to build stronger and healthier communities, as we kick off this landmark decade of global sporting event.

Here is an overview of our media efforts on this groundbreaking campaign.

Podcast episodes:

Winning is Not Everything

Raising Athletes

News Story:

For more information or for questions, contact Bonnie McLaughlin at [email protected]. 

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