State of Trade Report

The State of Trade report is a community and shared asset

The new SoT provides better, faster data, and includes historic figures - something like this has never existed before with a new online portal and filterable data across the continent. The dashboard allows easy access to headline figures and the ability to get detailed breakdowns down to category and sub category levels.

For 2025 the State of Trade continues to be EOG funded and remains free, only to members who provide data.

Those who can provide data but do not will not have free access to the full report. Those who can not provide data but still want access can do, but there will be a fee.

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‍Who is the State of Trade Report for?

Outdoor brands or some retailers who have wholesale sales. We combine this data to create a wholesale or sell-in report accessible to all data contributors.

This is not a report for sell-out or sell-through data, which can be found in the Outdoor Market Intelligence Service here

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I’m new, how do I join?

Process:

1. First, let us know and we can help you and answer your questions. Contact Hannah on hannah.piatok@europeanoutdoorgroup.com
2. Next, we require all contributors to have a data exchange agreement in place to protect your data. Sign your SOT data sharing agreement (link below) and return to Sporting Insights at contracts@sportinginsights.com‍
3. Provide product files (also known as precat or product lists that show the list of your products and their EAN or UPC number) from 2019 onwards to Sporting Insights at contracts@sportinginsights.com Note that after you provide your product file, Sporting Insights will map product files to the Categorisation Superstructure (download below) and share back to you for checking or corrections.
4. Sporting Insights will set up data transfer method for the wholesale data file – ideally SFTP and provide log-in credentials.
5. Once your product files and data exchange agreement are in place, you will upload sample wholesale data file to your SFTP site. Sample wholesale data file will be validated and loaded into the data model, and Sporting Insights will provide feedback with any data/validation issues or confirm approval.
6. On approval, you then upload your historic data by year from 2019 to present.
7. Sporting Insights to release data to dashboard and provide you with your log-in to the SOT Dashboard.

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I’m already contributing, what can I expect?

1. Email your new Spring/Summer & Autumn/Winter product lists to Sporting Insights.
2. Sporting Insights will map product files to Categorisation Superstructure and share back to you for checking or corrections.
3. You then upload annual wholesale data file to your SFTP location (same format as previous year’s data).
4. After the EOG confirms release date for new Report, Sporting Insights releases new data to dashboard.
5. You may then log-in to existing dashboard to see latest year.

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‍Things to consider:

• If you have wholesale data, you must contribute data to view the report.
• Confirm early on you can meet the proposed product file requirements and wholesale data file requirements
• EOG will confirm release date for new Reports.

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I’m unsure, can I get some more information?

• Absolutely. For more information, contact Hannah on hannah.piatok@europeanoutdoorgroup.com