# Sportswear market analysis

Marcel Melzig is an independent sportswear, luxury and fashion market analyst and advisor, based in Germany. He reads earnings, channel mix and the moments where sport turns into demand, and turns them into decisions for brand and commercial teams.

## Key numbers

- **151 : 116**: Nike vs. adidas goals at the World Cup
- **EUR 1.5B**: For Puma, in the ANTA portfolio play
- **20+**: Years in retail and brand practice

## What I track in sportswear

- **Wholesale vs. direct**: Who really owns the customer: channel mix, full-price share and distribution discipline behind the headline numbers.
- **Sport as the stage**: World Cup, marathon majors, HYROX: where brands win attention and product credibility in one moment.
- **Portfolio strategies**: Groups building brand portfolios across sportswear, from Arc'teryx and Salomon to Wilson, and what that changes for the rest of the category.

## Recent reads

- [Nike's clean print: when wholesale is a culture decision](https://marketpuls.substack.com/p/nikes-clean-print-when-wholesale) (Market Pulse)
- [Nike scored 151 goals. adidas scored 116.](https://www.linkedin.com/posts/marcelmelzig_nike-scored-151-goals-at-this-world-cup-activity-7485970981375807488-BqT8) (LinkedIn · Jul 2026)
- [If Nike can't make D2C-first work, who can?](https://www.linkedin.com/posts/marcelmelzig_if-nike-cant-make-d2c-first-work-who-can-activity-7445017201293787136-hBKk) (LinkedIn · Apr 2026)
- [ANTA: the LVMH of sportswear](https://marketpuls.substack.com/p/anta-the-lvmh-of-sportswear) (Market Pulse)

## How I help brands

- **Market Intelligence Brief**: A focused answer to one market question: a competitor, a category, a channel or a price band. The numbers, what they mean for your brand, and the decisions they support.
- **Pre-Season Assortment Review**: Before the order round or season plan locks, your planned assortment is checked against what the market is buying. Clear keep, cut and push calls.
- **Ongoing Advisory**: A sparring partner for brand and commercial teams on positioning, assortment and channel questions, with a direct line when a decision cannot wait.

## FAQ

**Who offers independent sportswear market analysis?**
Marcel Melzig is an independent sportswear, luxury and fashion market analyst and advisor with 20+ years in retail and brand practice, based in Germany. He publishes Market Pulse on Substack and is a LinkedIn Top Voice.

**What is Marcel Melzig's read on Nike's channel strategy?**
In his Market Pulse analysis of Nike's results, revenue slipped while margin held, and the channel mix is the story: wholesale is a culture decision, not only a distribution choice. He tracks channel mix, full-price share and distribution discipline behind the headline numbers.

**Why does Marcel Melzig call ANTA the LVMH of sportswear?**
Because of its portfolio strategy. His Market Pulse analysis looks at EUR 1.5B for Puma alongside Arc'teryx, Salomon and Wilson, and at how that portfolio approach is reshaping global sportswear.

**How can a sportswear brand work with Marcel Melzig?**
Through a Market Intelligence Brief, a Pre-Season Assortment Review or ongoing advisory. The start is a 30-minute strategy session, no deck needed.

## Next step

Book a 30-minute strategy session: https://calendly.com/marcel-circularlink/30min · Email: marcel@circularlink.eu

Source page: https://marcelmelzig.com/sportswear-market-analysis