Craig Heisner

One of the most rewarding things I get to do professionally is this presentation - a session aimed at helping brands and their sales teams understand how most independent retailers formulate their buying plans, and how that understanding can lead to more long-term sales. Over the past few years, I have been fortunate enough to present this to dozens of brands. I’ve been in front of the sales team for the biggest brand in the outdoor industry, and startups that have one employee. The consistently surprising thing that I observe is this - most people responsible for selling to wholesale have at best a fuzzy understanding of the math that buyers use to spend their open-to-buy, and it’s a huge unlock for their success when they learn it. Knowing how and why a wholesale account spends money with you - beyond “because we make cool stuff” - gives you the opportunity to be an exceptional brand partner. Plus, it can make everyone more money. If you’re interested in learning more about how to bring this session to your team, please reach out. One other thing. This was my first time back to Outdoor Retailer in years. It’s a completely different show than what it once was . The thing that inspired me to accept this gig was that it’s mostly now made up of small brands. Some of those brands are very small businesses- just like Sunlight Sports. I hope that something that we talked about in my session helps one of those people who have risked so much on their new startup brand be successful. If so, what a great feeling. More thoughts on OR overall to come. Katie Soule thanks for the post! #outdoorretailer #outdoorindustry #independentlyowned

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One of my most memorable moments is golfing as a family for the first time. 4 hours of quality outdoor time and exercise together. No phones, no interruptions, just talking and laughing together. Golf is our favorite family sport that we all love! It’s nice to start reading about it in the retail industry and see the evolution of indoor golf like Topgolf (rainy day and winter strategy). The brands should listen to me when I tell them to do golf capsules😊. Its a big business opportunity…not one existing brand does it completely! 4 golfers in our family and the guys are estatic with the gear and garb. Women unfortunately have to shop ten different brands (sometimes mens only brands) to put an outfit and equipment together. Men’s needs an updqte and stronger white assortment that isn’t sheer 🙄. Not fun to see boobs and chest hair on the course (imagine when it rains 🤦🏻‍♀️). Kudos to Sunday Golf (made my favorite bag) and G/FORE (pops up at our course)and REDVANLY for (bright colors, matching sets and pull on yet very cool shorts for men, Yes they have belt loops) If you want to grab your market share of the golf apparel industry, reach out to me and let’s collaborate now on design, fit, assortment and marketing approach. Golf is an all year, global, multigenerational BUSINESS with massive reach, buying power and growth potential. [email protected]. Huge revenue and client acquisition opportunity 🙌🏻 PS the image with the golfer in short shorts is misleading Great share Tim Boerkoel

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No moat stands the test of time on its own. It can dry up, or bridges can be built across it. I know nothing about footwear. But I know Nike is floundering. Their last CEO got fired for (my summary) not driving innovation. Nike is losing market share. And other brands have scaled enough to actually encroach (Hoka, etc). On shoes are gaining ground with young teens. This is chipping away at future share too (some of their consumers are crossing that bridge). An interesting part of this story for me is the waffling on channel strategy that Nike made over the last 5 years - going all in on D2C, cutting some retail partnerships, and then reverse course when they realized their P&L (and sales) were not improving, and that partnerships help them reach their consumers where their consumers are at. Execution matters. Always be building. (Or you're crumbling). Brands need to be where their consumers are at.

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Ironically, Nike's Olympic ad tagline sums up John Donahoe's disappointing tenure at the Swoosh. In less than 5 years, the CEO has authored two significant layoffs, gutted employee morale & spurred Nike's stock price to plummet by over 100 points from its high of 177. Donahoe’s decision to eliminate sport categories, let go of experienced employees, over-index on direct-to-consumer sales & become reliant on consultant strategies has resulted in sluggish sales & a weakened brand. Nike’s product innovation pipeline has dried up & consumers no longer view the brand as cool. Additionally, upstart competitors like On & Hoka have gained market share. Notable female athletes such as Simone Biles, Allyson Felix, Breanna Stewart & Sloane Stephens parted ways with Nike instead of renewing their contracts. In any other company or sports team, a change in leadership would have been made long ago. Donahoe has proven he can’t WIN. Phil Knight & the Nike board have become enablers & must make a CEO change before irreparable damage is done to this once-great company. Shareholders, employees, former employees & consumers deserve better. Just Do It! #nike #lackofleadership #failedceo #justdoit #heavyhittersports

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Good news on the Eastern Mountain Sports front: Mountain Warehouse, a U.K-based outdoor retailer, has submitted a $5M bid to acquire key assets of EMS. As the “stalking horse” bidder, they will win the assets unless a higher bid comes forward and they decline to match. The $5M bid is a bargain basement price considering that GoDigital Media Group acquired EMS and Bob's Stores for $70M barely two years ago (May 2022). Of course, at the time there were 20 EMS stores and 22 Bob’s. Based on average store size and productivity, I’d estimate the 7 remaining stores generated $30-35M at their peak. Mountain Warehouse (MW) is little known in the U.S., but is a big player in the U.K., boasting 380+ stores in 8 countries, with sales of $471M in FY2023 (YE 2/26/23), up a whopping 22.6% on FY2022. With an average transaction size of $34.63, MW is firmly on the value end of outdoor retail. Over 80% of sales are in the MW private brand, including outerwear, clothing, footwear and equipment. MW already has a U.S. presence with 9 stores, primarily at outlet malls including Chicago Premium Outlets (IL), Great Lakes Crossing (MI) and Wrentham Village (MA). The question is what they plan to do with EMS. According to the press release, they have the intent of “operating seven stores under the Eastern Mountain Sports name.” This makes sense as EMS has a long and storied history in the northeast. My guess is that MW will convert the existing extensive EMS private brand line to relabeled versions of MW pieces, thereby significantly reducing cost and boosting margins. A few other interesting questions: > Will EMS stores continue with a wider outdoor brand assortment that appeals to their traditional enthusiast customers? > If so, will outdoor brands want to be merchandised alongside value-priced goods? > Will MW invest in a store expansion strategy under the EMS name? > If so, will the EMS brand resonate beyond the northeast? Interesting side note: MW’s initial growth spurt in 1999 came from rebranding Karrimor stores... Karrimor SF is a U.K. outdoor brand that was bought out of bankruptcy by Sports Direct in 2004… Sports Direct bought EMS and Bob’s out of bankruptcy for $101M in 2017, who then tried to sell Karrimor in EMS stores before selling to GoDigital Media in 2022. Whew! #OutdoorIndustry

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Over the past few weeks, I've been giving some deep thought on Nike. There has been several recent articles about the end of Nike's dominance after a very soft earnings report in June. Here are some headlines - "From swoosh to stumble, can Nike regain it's stride"; "Nike shares tumble as it loses ground to upstart rivals"; "Nike is in a slump" It got me thinking about whether Nike is permanently losing meaningful ground to these other brands, or whether it is another moment in the history of Nike's ebb and flow of a point of market share here and a point there? A Look Back: Nike, founded in 1964, has weathered countless challengers over its 60-year history. From the permanent battle with adidas to Reebok's aerobics craze in the 80s (eventually purchased by Adidas) to Under Armour's rapid rise in the 2000s, Nike has consistently faced - and ultimately outlasted - fierce competition. The Current Landscape: Today's challengers, Hoka and On Running, are making waves: - HOKA's revenue grew 59% in 2023, reaching $1.4 billion - On hit $1.3 billion in sales in 2022, a 70% increase Impressive numbers, but let's put them in perspective: - Nike's 2023 revenue: $51.2 billion - Nike's global market share: 38.68% (Q4 2023) - On Running's global market share: 0.34% (2022) This post isn't intended to be a "love fest" about Nike. Nike has lots to work on, no denying that, but it is a question of whether the way this moment is being cast is actually right. Is Nike, for the first time in 60 years, in a moment of existential crisis for survival? Some Key Differences: 1. Product Diversity: While Hoka and On focus primarily on running shoes, Nike offers everything from soccer cleats to skateboarding gear. During the Michael Jordan era (which still is around) a major share of revenue developed around basketball. Other than Adidas, there is not another major competitor that has as diverse a product line as Nike. 2. Marketing Muscle: Nike's budget for advertising and promotion in 2023 was $4.06 billion - more than Hoka's total revenue. 3. Brand Power: The Nike swoosh remains one of the most recognizable logos globally. Looking Ahead: Can niche running brands truly challenge Nike's empire? History suggests it's unlikely. And, every upstart brand will also go through similar rough waters that accompany growth. How these brands navigate these waters will really determine their market share staying power in the years and decades to come. I will say this, my kids (all under 13) will walk right by the flagship stores of many of the coolest athletic fashion brands in the space right now to get to the Nike store. These kids are more than a decade away from flexing their spending power, but my kids and their friends are looking to rock Nike over most everything else. Scott R. - thoughts? https://lnkd.in/de4BiAsC

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I see significant changes coming to the gym equipment industry in the next 10 years. As long as people want to stay fit, there will always be a demand for gym equipment. With economic development, people will invest more in their health, making this industry resilient and not solely dependent on population growth. Many entrepreneurs will start to notice these trends, and more players will enter this industry. Despite this, the market still has many blue ocean opportunities, with ample room for innovation and improvement. Brands like Peloton exemplify how finding the perfect product can generate substantial revenue, even outpacing long-established industry leaders.

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Great partnerships are strategic and have aligned values. We approached SquadLocker at the end of last year to solve a problem in aquatic sports (swimming, water polo, and diving) — custom aquatic uniforms (swimsuits) and gear provided 365 days per year, made to order, and shipped directly to the consumer. Swim, water polo, and dive are sports that are often overlooked because managing the consumer experience is challenging. There are multiple body types for one or two specific SKUs that must fit and support the athlete competitively at the highest level, and the short seasons mean uniforms can't be ordered until the season starts. At RYTE Sport, we have been in the trenches trying to be a solution for these aquatic athletes and coaches. This starts with manufacturing locally, manufacturing quickly, and producing best-in-class products. With SquadLocker, we are providing this solution for aquatic teams, so they don't have to settle for just ordering a solid color suit with their logo slapped on it. These teams can design and purchase highly customized functional swim and water polo suits. We now offer the only vertically integrated design tool for competitive swimwear. Check it out: https://lnkd.in/g8bshWud Click here to read more: https://lnkd.in/gM6sg_TE

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Big news in athlete support! On's "360 Athlete Support" program sets a new industry standard.

This is a game-changer in sports marketing, emphasising personal investment over mere commercial returns.

Maybe it happened before elsewhere in other brands, but formalising it and publicising it like this is brilliant. The program covers six key areas: physical & mental preparation, health & recovery, financial planning, personal branding, career development, and fostering a community. I love this approach - not only because it maximises athletic performance but it will undoubtedly also attracts top talent wanting long-term relationships. it's about empowering athletes to thrive in every aspect of their lives, beyond just eyes on brands during competition. This is a defining move that highlights the true value of athlete partnerships. This is how you win together 👌🏻 #sport #marketing #brand #partnerships #brandmarketing #athletebranding #brandstrategy #brandidentity #brandpurpose #sponsorship #sportsmarketing #athlete #athletemarketing #smallbusinessmarketing #startups

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Every experience has prepared me for the journey of an entrepreneur. There are no shortcuts….

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This is Nike's strategy for recovery in 2025 As Nike faces a slower start to FY25, the #sports industry giant remains poised under CEO Elliott Hill's leadership to make a robust comeback. From strategic shifts to tackling market challenges, our latest analysis at SGI Europe delves into what’s next for Nike. Discover how Nike plans to turn the tide, what this means for the sporting goods industry and what well-known analysts say: https://lnkd.in/d3TU9-TF Stay informed with insightful commentary on the moves shaping major players in the sports world. 🏃‍♂️💼 #Nike #SportsIndustry #BusinessStrategy #SGIEurope

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Latest visual Nike FY25 Q1 quarterly results. - Revenues were $11.6 billion, down 10 percent - NIKE Direct revenues were $4.7 billion, down 13 percent - Wholesale revenues were $6.4 billion, down 8 percent - Gross margin increased 120 basis points to 45.4 percent - Diluted earnings per share was $0.70 for the first quarter, down 26 percent 

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Dear Bjorn Gulden, in life as in retail many things are inexplicable. However, the German Football Federation's recent decision to terminate their partnership with adidas and move to Nike as their new kit supplier from 2027 is not one of them. Nike saw an opportunity to offer improved terms to the federation and outbid their rival amidst recent challenges. It's no surprise that the DFB jumped at the chance to accept such an offer, given the current economic situation and the recent performance of their team on the international soccer scene. On the other hand, Adidas has faced some inexplicable controversies in their own turf, including the recent debacle of the stylized font of the number '4' on the jerseys, reminiscent of the lightning-bolt symbols used by Nazi SS units in WWII. Additionally, there has been ambiguity surrounding the ongoing sales of Yeezy's leftover inventory in global markets. It's clear that Nike's conquesting tactics have paid off with this new partnership, providing a significant boost to their PR. As for Adidas, it seems they have some work to do to maintain their position in the market. #sportswear #fashion #retail #sportsmarketing #soccer #PR #linkedinpostsbymariopace #partnerships Read more about this story here: https://lnkd.in/etx3PxFn

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Thanks to CNBC and Tanvir Gill and Sam Vadas for great questions and an opportunity to compare and contrast Nike to lululemon which reported recently. Sharing my thought on the “interesting" Nike quarter. I think the numbers say it all! It felt #chaotic to me with concern for the holidays, but they could be one of the few companies that benefits from the #portstrike since they have so much inventory! The company has had countless management changes and changes in strategic direction (Amazon, Foot Locker) Nike Inc Revenue down 10% (guidance for next quarter down 8 to down 10%) Direct down 12% Stores up 1% Digital down 20% (digital down 34% in China!) Wholesale down 7% Gross margins expanded 120bps (guidance for 150 bps contraction) SG&A declined 2% (guidance for flat) EBIT declined 15% in North America and EMEA 1. Surprised that SG&A only declined 2% with double digit revenue declines and especially with the company’s focus on #innovation 2. With the company cutting almost 1/3 of the #sustainability staff (as part of $2billion cost savings plan) and that being such a core part of their culture for employees and customers, this could have a long-term impact 3. The comments on the Greater China market with “revenue down only 3%” and how it is the result of the weakness in the region doesn’t make sense with the >30% increase recently reported from lululemon. I think their #marketshare and relevance is at risk. 4. How can we quantify the potential impact of Kevin Plank returning to Under Armour and the change in direction that could have as he revs up the innovation engine? Or, is there a bigger issue with US #sportswear companies? 5. How could they have 120 bps of gross margin improvement this quarter and guiding for 150 basis points decline next quarter? Huh? 6. Nike #Digital down 20% is just shocking. It may say more about who is shopping them than anything else. Losing relevance with a younger consumer? 7. There is a TON of competition especially in performance with brands like HOKA , On, New Balance, Li-Ning (China) Sports Goods Co. Ltd , and Anta Southeast Asia. Li Ning according to Coresight Research is now the largest sports brand in China although Nike seemed to think they were (“Nike continues to be the number one..”). Maybe they don’t understand the companies that the Li Ningplatform includes?!? 8. They withdrew guidance and ALSO postponed their analyst meeting (although it was still on their website several hours after the call along with the 2017 analyst meeting ?!?)

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This new Nike commercial is a Masterclass in consumer insights and branding. Launched just days after the 2024 marathon season, it is a brilliant example of how the brand is connected to its audience. Sore muscles are a struggle runners face the day after a race. This light-hearted approach to post-race soreness speaks volumes about Nike’s understanding of its consumer. Why It Works: Consumer Insight Successful companies are attuned to the challenges their customers face, and this ad reflects Nike's awareness of their athletes pain points (pun intended). The soreness and exhaustion after a marathon may not be glamorous, but it’s a part of the runner’s journey. By showing this in a relatable and humorous way, Nike taps into an experience that resonates with runners across the globe. The inclusion of the radio dedication, “Hope you’re doing okay out there,” reinforces the feeling of community between runners. Branding Excellence This ad is a part of Nike’s "Winning Isn’t Comfortable" campaign, which emphasizes the brand's philosophy: success requires perseverance and the tenacity to push through. This reflects a key tenet of Nike’s branding—authentically highlighting the grit and determination of athletes*. The ad doesn't sell shoes; it sells a mindset. People want to see themselves in the brands they buy, and this commercial makes the aspirational performance of Nike relatable and attainable. Key Takeaway: This ad is not about promoting performance gear—it’s about showing consumers that Nike understands them, supports them, and celebrates every aspect of their athletic journey. This is the purpose of great branding: being more than a product, and instead, becoming a trusted partner in a consumer’s life. Also, it made me laugh. #Marketing #Nike #Branding #ConsumerInsights #Advertising #Athletics #JustDoIt *if you have a body, you are an athlete https://lnkd.in/gsTgyGDb

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The 'Athlete Effect"... It's usually actually one piece of a huge plan that's being played out. Thank goodness for such incredible athletes and personal brands as Caitlin's, it's times like this when brands and rights holders can completely change the industry whilst the athlete changes the game. 🤔 Question... 𝗛𝗼𝘄 𝗰𝗮𝗻 𝘀𝗽𝗼𝗿𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗞 𝗲𝗺𝘂𝗹𝗮𝘁𝗲 𝘁𝗵𝗲 "𝗖𝗮𝗶𝘁𝗹𝗶𝗻 𝗖𝗹𝗮𝗿𝗸 𝗘𝗳𝗳𝗲𝗰𝘁" 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗞 𝗮𝗻𝗱 𝗯𝗼𝗼𝘀𝘁 𝘁𝗵𝗲 𝗽𝗼𝗽𝘂𝗹𝗮𝗿𝗶𝘁𝘆 𝗼𝗳 𝘄𝗼𝗺𝗲𝗻'𝘀 𝘀𝗽𝗼𝗿𝘁𝘀 A few starting ideas... 1️⃣ Identifying and promoting standout athletes who can captivate public interest and become household names. 2️⃣ Securing more substantial media contracts and ensuring consistent, high-quality coverage of women's sports. 3️⃣ Enhancing the visibility and marketability of athletes outside of football through strategic marketing campaigns and partnerships with major brands. 4️⃣ Addressing and reducing institutional and cultural biases that hinder the development and recognition of "secondary" sports. Keen for thoughts of the network on this...

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On Holding, the company Roger Federer signed with in 2019 after his split with Nike, seems to be paying off, with On clearing predictions by a wide margin in its 2024 first-quarter earnings report on Tuesday. Profits have never been higher, hitting $558 million in Q1. Furthermore, adjusted earnings per share reached 36 cents compared to a 16-cent forecast from analysts surveyed by S&P Global Market Intelligence. Finally, On said North America continues to be its largest market and is responsible for 65% of sales and a 22% increase in revenue. Marc Maurer Martin Hoffmann #on #earnings #running #marathon #runningshoe #public #profit

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When Elliott Hill retired from Nike in June 2020, then-CEO John Donahoe kept badgering Hill to insist they throw him a going away party. Today, Nike announced that Hill will replace Donahoe as CEO in October. Hill has an incredible track at Nike and came out as a clear choice but; Should Nike have considered him before bringing Donahoe in? This is a clear example of why internal promotion should always prevail over external hiring. Take care of your people, they might well become the CEO you’ll need tomorrow. #nikenews #executivehiring #internalpromotion #careerdevelopment #leadership

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Mark Hochgesang It’s a critical point you're raising. Phil Knight, being a co-founder and having a significant legacy at Nike has the potential to influence decisions at the board level profoundly. His intervention could indeed galvanize action, aligning the company's direction with long-term strategic goals rather than short-term stock performance. The potential loss of market share to competitors like On , HOKA , Salomon etc. is a tangible risk, especially if Nike's current strategies aren't resonating with consumers. While the direct impact of losing a customer might not immediately show up on a balance sheet, the cumulative effect can be substantial. Brand loyalty and customer retention are crucial for sustained success in the competitive athletic footwear and apparel market. If Phil Knight steps in, it might signal a significant shift in strategy that could address these concerns and potentially stabilize or even grow Nike's market share in the long run. #philknightnikeceo #customerloyalty #retention

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