ABSTRACT
A statistical analysis made it possible to identify the drivers of purchasing motivation based on the development of standard profiles of sporting goods consumers. Performance-driven participants make up 7% of sporting goods consumers, a minority group, but they are very involved. They practise their sport intensively and are very passionate about it. The sports industry, seeking to “create” new customers, aims to attract younger and younger followers. Clothing norms are becoming more flexible, as shown by the success of “athleisure”, a fashion style that mixes genres, between practical, aesthetic and casual sportswear, combining beauty and comfort, like the yoga outfits that are all the rage in the United States. With the rise of new technologies, the entire ecosystem of the sporting goods industry is being disrupted. The acceleration of new consumption patterns is one of the challenges facing all players in the sector.
