This article is based on interviews with multiple Dickey's franchisees and Denning Petersen, Dickey's senior vice president of revenue. The names of two Dickey's franchisees have been withheld to prevent possible corporate retaliation. A third franchisee, David Boisture, who is an area director with the brand, spoke with Restaurant Dive in an interview arranged by Dickey’s PR team. Restaurant Dive corroborated the information supplied by the anonymous franchisees with interviews with three other operators w ...

Summary of Key Takeaways from China Sportswear Expert Call Industry Overview - The call focused on the **China sportswear industry**, highlighting recent sales trends and competitive dynamics among major brands such as Nike, adidas, Anta, and Li Ning [1][6][7]. Core Insights 1. **Weak Demand Trends**: - Demand in July remained weak due to the spillover effect from the 618 promotions and unfavorable weather conditions. August showed similar weak growth, while September saw modest improvement with all brands reporting positive growth. However, national holiday sales were significantly below expectations due to a high base from the previous year and warmer weather in many regions [1][10]. 2. **Discounts and Inventory Management**: - Discounts in the third quarter to date (3QTD) were deeper year-over-year (yoy). adidas managed to control discounts effectively, while Nike and Anta faced more pressure. Nike's inventory pressure gradually eased due to active discounting, contrasting with the diverging inventory trends across brands [1][10][14]. 3. **Brand Observations**: - Li Ning showed emerging positive signs, while Anta had several areas for improvement, particularly in product differentiation and store performance. Nike is undergoing a challenging brand reform with no immediate solutions, while adidas has achieved solid year-to-date growth driven by effective product and marketing strategies [1][11][14]. 4. **Impact of Arcteryx's Marketing Controversy**: - The expert noted a short-term sales impact on Arcteryx, especially in online channels, with a decline of 30-50% yoy in Tmall flagship store sales. However, the negative effects moderated after 10 days due to the arrival of the outdoor activity peak season and national holiday travel boost [1][13][14]. Additional Insights - **Future Outlook**: - The expert predicts that the China sports and outdoor market will experience high single-digit to low double-digit growth driven by rising health consciousness and the expansion of sportswear as daily wear. The mass market remains highly competitive, while the premium/professional sports market is seeing a trend of consumers willing to pay more for innovation and brand storytelling [7][8]. - **Discounting Trends**: - A significant discount pressure is expected in Q4 due to long double-11 promotions and year-end inventory clearance. The expert highlighted a trend towards 'tiered and segmented discounting' which will depend on brands' management capabilities [7][8]. - **Brand-Specific Challenges**: - Anta faces challenges with product differentiation and store closures impacting short-term revenue. Li Ning is believed to be overcoming historical burdens, while Nike's brand reform is complicated by industry-wide demand pressures [11][14]. Conclusion - The expert call provided a comprehensive overview of the current state of the China sportswear industry, emphasizing the challenges and opportunities faced by major brands. The insights into consumer behavior, inventory management, and brand strategies will be crucial for stakeholders looking to navigate this competitive landscape [1][6][7][8].