PERFORMANCE DYNAMICS OF TOP BRANDS IN THE SPORTSWEAR INDUSTRY

Chae Mi Lim
D.K. Malhotra
Thomas Jefferson University

Rashmi Malhotra
Saint Joseph’s University

ABSTRACT

The sportswear industry, which includes clothing, footwear, and accessories, has
witnessed considerable changes, mainly in response to the COVID-19 outbreak. This study
evaluates the operational efficiency of twelve prominent sportswear companies from 2020 to 2023
using Data Envelopment Analysis (DEA). The investigation indicated that firms like Lululemon, On
holding AG and Topsports International maintained high efficiency levels, mostly owing to their
robust digital platforms and adaptable strategies throughout the epidemic. Conversely, Adidas and
ASICS had difficulties, notably in inventory management and financial oversight. The data
illustrates how these operational factors influenced the organizations’ recovery trajectories, with
those that promptly embraced digitalization and intelligent inventory modifications surpassing their
rivals. By comparing themselves to industry leaders, inefficient organizations may identify best
practices and improve performance in a competitive market to meet evolving client demands.

Keywords: Sportswear industry, operational efficiency, Data Envelopment Analysis, COVID-19 pandemic, inventory
management, capital productivity, EBITDA, digital transformation, brand performance, strategic
resilience