US Retail Sports and Outdoors - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Sports and Outdoors category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Retail Sports and Outdoors brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
dickssportinggoods.com	19.73
amazon.com	8.71
nflshop.com	7.59
walmart.com	3.33
temu.com	2.3
target.com	1.79
academy.com	1.48
golfgalaxy.com	1.4
aventon.com	1.4
hydroflask.com	1.32
others	50.95

In the competitive landscape of Google PPC, Dick’s Sporting Goods leads with a 19.73% click share, followed by Amazon at 8.71%. Notably, ‘others’ dominate with a significant 50.95% share.

Market Exposure

Share of Spend for the top 10 US Retail Sports and Outdoors brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	amazon.com	dickssportinggoods.com	walmart.com	temu.com	target.com	nflshop.com	yeti.com	hjmbike.com	onepeloton.com	aventon.com
2025/01/01	11.55%	3.75%	3.65%	3.29%	2.06%	1.31%	0.15%	1.7%	2.77%	1.62%
2025/01/02	10.59%	4.7%	3.75%	3.43%	2.66%	1.61%	0.46%	2.23%	2.42%	1.85%
2025/01/03	9.45%	5.04%	3.36%	3.58%	2.53%	1.97%	1.7%	2.66%	2.37%	1.5%
2025/01/04	8.86%	5.69%	3.04%	3.39%	2.25%	2.47%	2.19%	1.67%	2.36%	1.57%
2025/01/05	9.08%	5.1%	4.03%	3.85%	2.5%	1.15%	1.97%	1.67%	2.14%	1.68%
2025/01/06	8.54%	5.29%	3.32%	3.27%	1.99%	1.08%	1.68%	1.57%	1.85%	2.22%
2025/01/07	8.83%	5.31%	2.88%	3.44%	1.92%	1.82%	1.96%	0.89%	2.32%	2.3%
2025/01/08	7.69%	5.44%	3.48%	2.86%	2.15%	2.82%	2.02%	1.26%	1.87%	3.23%
2025/01/09	7.92%	6.84%	3.08%	2.75%	2.24%	2.13%	2.26%	0.8%	1.59%	3.61%
2025/01/10	8.12%	6.34%	3.16%	3.25%	2.27%	3.3%	2.09%	1.88%	1.75%	3.62%
2025/01/11	8.78%	5.79%	3.31%	3.55%	2.62%	1.78%	1.91%	1.71%	1.45%	3.97%
2025/01/12	8.88%	4.81%	3.53%	2.86%	2.02%	2.53%	1.96%	1.28%	1.6%	3.58%
2025/01/13	9.81%	5.74%	4.15%	2.72%	2.32%	2.66%	1.83%	3.04%	1.99%	3.16%
2025/01/14	8.42%	5.22%	3.14%	2.96%	2.18%	2.67%	2.35%	1.45%	1.82%	3.99%
2025/01/15	7.66%	5.59%	3.48%	2.88%	2.14%	2.79%	2.01%	1.24%	2.02%	3.19%
2025/01/16	7.74%	6.36%	3.1%	2.77%	2.24%	2.13%	2.26%	0.8%	1.73%	3.59%
2025/01/21	7.71%	4.26%	6.23%	4.25%	1.77%	3.15%	2.15%	1.92%	1.55%	1.72%
2025/01/22	8.16%	3.93%	5.64%	3.86%	1.64%	2.38%	2.78%	1.93%	1.71%	2.99%
2025/01/23	9.15%	3.81%	3.8%	3.84%	1.93%	2.88%	2.77%	1.38%	1.58%	2.06%
2025/01/24	9.08%	4.64%	3.77%	3.56%	2.33%	1.89%	2.78%	0.45%	1.37%	1.17%
2025/01/25	8.97%	4.11%	2.98%	5.31%	2.58%	2.74%	2.46%	0.99%	1.27%	1.89%
2025/01/26	9.53%	4.07%	3.69%	5.85%	2.73%	3.98%	1.89%	1.13%	0.5%	1.49%
2025/01/27	10.13%	4.87%	4.82%	4.65%	2.29%	3.64%	1.48%	1.11%	0.48%	1.39%
2025/01/28	11.18%	4.46%	6.19%	3.67%	2.48%	3.87%	2.3%	1.64%	0.45%	0.64%
2025/01/29	12.05%	5.03%	7%	2.81%	2.68%	2.14%	2.53%	1.28%	1.02%	1.42%
2025/01/30	10.99%	5.07%	5.37%	2.87%	2.01%	3.75%	2.04%	2.17%	1.07%	0.7%
2025/01/31	12.51%	5.95%	5.43%	3.4%	2.29%	2.22%	2.19%	1.5%	1.03%	1.02%

Amazon’s PPC spend share fluctuated, starting at 11.55% and ending at 12.51%. Dick’s Sporting Goods saw a rise, peaking at 6.84% before closing at 5.95%. Walmart’s share increased, finishing at 5.43%. Temu’s share varied, ending at 3.4%. Target’s share remained stable, closing at 2.29%. NFL Shop’s share peaked mid-month, ending at 2.22%. Yeti’s share showed minor fluctuations, closing at 2.19%. HJMBike’s share decreased, ending at 1.5%. OnePeloton’s share declined, finishing at 1.03%. Aventon’s share dropped, closing at 1.02%.

Market Exposure

Competitor Count for US Retail Sports and Outdoors

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	5521
2025/01/02	5307
2025/01/03	5406
2025/01/04	5340
2025/01/05	5339
2025/01/06	5784
2025/01/07	5295
2025/01/08	5631
2025/01/09	5694
2025/01/10	5744
2025/01/11	5685
2025/01/12	5835
2025/01/13	5477
2025/01/14	5613
2025/01/15	5631
2025/01/16	5694
2025/01/21	4913
2025/01/22	5066
2025/01/23	5131
2025/01/24	4736
2025/01/25	4882
2025/01/26	4955
2025/01/27	4972
2025/01/28	5071
2025/01/29	5433
2025/01/30	5513
2025/01/31	5225

January began with 5,521 advertisers, fluctuating mid-month, peaking at 5,835 on the 12th. A dip followed, reaching 4,736 on the 24th, before closing at 5,225.

Campaign Efficiency

Market Loss & Market Gains for US Retail Sports and Outdoors

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
nflshop.com	2.32%
amazon.com	2.04%
walmart.com	1.95%
temu.com	0.74%
golfgalaxy.com	0.57%
backcountry.com	-0.41%
cyclegear.com	-0.48%
nhl.com	-0.71%
aventon.com	-0.94%
dickssportinggoods.com	-7.93%

In the past month, nflshop.com surged with a 2.32% click share increase, while dickssportinggoods.com faced a significant 7.93% decline.

Campaign Efficiency

US Retail Sports and Outdoors Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.com	dickssportinggoods.com	walmart.com	temu.com	target.com	nflshop.com	basspro.com	hjmbike.com	aventon.com	lectricebikes.com
2025/01/01	13.11%	5.97%	4.22%	3.84%	2.91%	1.5%	1.08%	1.3%	1.33%	1.59%
2025/01/02	12.05%	7.07%	4.08%	4.1%	3.57%	1.89%	1.32%	1.85%	1.51%	1.01%
2025/01/03	10.62%	7.47%	3.94%	4.35%	3.54%	2.14%	1.08%	2.31%	1.33%	0.42%
2025/01/04	10.2%	10.89%	3.39%	3.88%	2.93%	1.86%	1.1%	1.32%	1.22%	0.44%
2025/01/05	10.38%	7.62%	4.63%	4.73%	3.42%	1.2%	1.22%	1.4%	1.46%	0.45%
2025/01/06	9.72%	7.76%	3.95%	4.06%	2.83%	1.06%	1.4%	1.27%	1.97%	1.05%
2025/01/07	10.26%	8.18%	3.55%	4.4%	2.84%	1.97%	0.9%	0.69%	2.13%	0.56%
2025/01/08	9.23%	8.43%	4.24%	3.7%	3.02%	2.18%	0.98%	1.06%	3.08%	0.61%
2025/01/09	8.74%	12.98%	3.46%	3.25%	2.83%	2.41%	1.24%	0.64%	3.29%	0.65%
2025/01/10	9.03%	12.92%	3.56%	3.97%	2.85%	2.76%	0.97%	1.46%	3.21%	0.67%
2025/01/11	9.42%	10.45%	3.63%	4.15%	3.12%	1.99%	0.92%	1.27%	3.29%	0.78%
2025/01/12	10.52%	7.2%	4.23%	3.47%	2.66%	2.53%	0.82%	1.09%	3.25%	1.1%
2025/01/13	11.07%	9.8%	4.58%	3.29%	2.88%	2.11%	1.04%	2.07%	2.94%	0.75%
2025/01/14	9.36%	10.01%	3.53%	3.37%	2.78%	2.75%	0.76%	1.19%	3.58%	0.77%
2025/01/15	9.17%	8.88%	4.26%	3.71%	3.03%	2.16%	0.96%	1.05%	3.04%	0.6%
2025/01/16	8.76%	12.06%	3.59%	3.35%	2.92%	2.47%	1.26%	0.65%	3.36%	0.67%
2025/01/21	8.82%	6.12%	7.9%	5.43%	2.48%	3.09%	1.25%	1.51%	1.42%	0.85%
2025/01/22	9.16%	5.82%	7.44%	5.37%	2.43%	2.55%	1.18%	1.43%	2.39%	0.77%
2025/01/23	10.61%	5.64%	4.73%	4.79%	2.79%	2.58%	0.97%	1.21%	2.1%	0.63%
2025/01/24	10.27%	6.92%	4.98%	4.69%	3.3%	1.89%	1.69%	0.42%	1.04%	0.84%
2025/01/25	9.87%	5.79%	3.87%	6.29%	3.49%	3.47%	1.33%	0.82%	1.62%	0.97%
2025/01/26	10.94%	5.74%	4.96%	6.97%	3.63%	3.03%	1.46%	0.94%	1.27%	1.02%
2025/01/27	11.41%	7.58%	6.1%	5.44%	2.99%	2.64%	1.6%	0.87%	1.19%	1.21%
2025/01/28	12.19%	5.89%	7.36%	4.45%	3.23%	3.48%	1.2%	1.47%	0.57%	0.95%
2025/01/29	13.08%	7.85%	8.23%	3.39%	3.28%	2.2%	1.01%	1.16%	1.35%	1.11%
2025/01/30	12.26%	8.1%	6.69%	3.23%	2.64%	3.27%	1.06%	1.43%	0.67%	1.1%
2025/01/31	13.58%	8.25%	6.52%	4.03%	3.04%	2.49%	1.26%	1.01%	0.95%	0.55%

In January 2025, Amazon’s impression share fluctuated, starting at 13.11% and ending at 13.58%. Dick’s Sporting Goods saw a peak mid-month, while Walmart’s share rose towards the end. Temu and Target had varied trends, with NFL Shop and Bass Pro maintaining lower shares. HJMBike and Aventon experienced ups and downs, while Lectric eBikes remained relatively stable.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Retail Sports and Outdoors

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Academy Sports + Outdoors® https://www.academy.com
Quality Sporting Goods — Academy Sports + Outdoors® Makes It Easier for Everyone to Enjoy More Sports and Outdoors. Shop Academy Sports + Outdoors® for Sporting Goods...
2
Cabela's® Official Site https://www.cabelas.com › official › shop
Official Cabela's® Store — Get Amazing Deals on Fishing, Hunting & Everything Outdoors. Free Shipping on Orders $50+. Your Trusted Source for Quality Outdoor Gear & Apparel...
3
DICK'S Sporting Goods® https://www.dickssportinggoods.com › official › store
Shop Our Official Site — Always Be Prepared For The Season. Buy Online & Pickup Curbside At DICK'S Sporting Goods®!
4
Dick's Sporting Goods Delivery - Order Sporting Goods Online https://www.instacart.com › dicks-sporting
Shop your Dick's Sporting Goods favorites and get delivery right to your door. Terms apply
5
Shop Sportsman's Warehouse https://www.sportsmans.com
Sportsmans Warehouse — Shop Hunting, Fishing, Camping, Boating & Other Outdoor Gear From Top Brands At Low Prices

In the competitive world of sports and outdoors, Academy Sports + Outdoors® emphasizes accessibility and enjoyment, while Cabela’s® highlights amazing deals and free shipping. DICK’S Sporting Goods® focuses on convenience with curbside pickup, and Instacart offers delivery of Dick’s favorites. Sportsman’s Warehouse showcases top brands at low prices.

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