NPD Winners

The Fastest-Growing Brands in the U.S. Outdoor Specialty Market


In January, The NPD Group announced the winners of its third annual Outdoor Sports Retail Performance Awards. The awards acknowledge the fastest-growing brands in the U.S. outdoor and snow specialty retail markets based on in-store and e-commerce sales revenue, according to NPD Retail Tracking Service data. NPD also reported that the outdoor specialty market generated $7.9 billion in U.S. retail sales in the 12 months ending November 2022, an increase of 7% over the prior year. The snow specialty market brought in an additional $1.7 billion season-to-date, from August through November 2022.

2022 winners of the NPD U.S. Outdoor Sports Retail Performance Awards

Category & Winner

Accessories, Thule
Apparel, Picture Organic
Camping, Rumpl
Equipment Accessories, Stanley
Footwear, On
Snow Sports Equipment*, K2
Water Sports, Liquidlogic

Source: The NPD Group/Retail Tracking Service, U.S. Outdoor Specialty and Sport Specialty E-commerce, dollar sales, 12 months ending November 2022

*Source: The NPD Group/Retail Tracking Service, U.S. Snow Specialty and Snow Internet, dollar sales, August—November 2022. 

Among brands that comprise the top 80% of category dollar volume

Insight from a few of the winning brands

Liquidlogic’s Kiawah 10.5 offers innovation at a good price.

The brand tells us that the primary area that led to growth for the company in 2022 was product development. Liquidlogic is focusing on developing “the right product at the right price points” for its customers. The brand has offerings in both the recreational and whitewater space. Getting the product dialed has allowed Liquidlogic to increase distribution in the U.S. specialty market. “We want to continue to grow our outdoor specialty retailers as we feel like we can provide outstanding service and products for their customer base.”

A product standout from the brand is the new Liquidlogic Kiawah 10.5. The Liquidlogic Kiawah series has an innovative new sit-on-top hull shape that offers excellent efficiency along with superior tracking and stability. Made in Fletcher, NC, it features hand-sewn in the USA seating, and offers the ability to add dog traction pads up in the bow. It has a wheel on the stern and a dry pod for phone/key/gear storage in front of the paddler.

Acknowledging that there are “a lot of unknowns in the paddlesports industry in 2023,” the Liquidlogic team tells us they are “keeping the pedal to the floor.” Look for new kayaks on the way  in the brand’s whitewater and recreational product lines. Liquidlogic is also developing new ways to market and support retailers with the aim of becoming “the best kayak supplier in the business.”

The founders of Picture share a passion for board sports and for the environment.
Picture Organic

Started in 2008 by three childhood friends, Picture’s mission is to fight climate change through their passion for board sports and the great outdoors. From day one, the brand established progressive environmental standards while remaining true to their fun, off-beat spirit – qualities the brand is still known for. Today, the B-Corp certified brand’s commitment to a sustainable, ethical, and environmentally responsible approach covers every aspect of their business, from supply chain to manufacturing to shipping. 

Picture co-founder Julien Durant said, “Over the last nine years we’ve worked hard to build the brand in the North American market with our U.S. sales partners at Global Sales Guys. But this achievement is really the result of an entire team’s efforts to bring something fresh to the market and share Picture’s story.” 

Picture’s core business and growth have been within the snowsports market in the U.S., achieving consistent year-over-year-growth averaging 30% and in 2022, over 40%. As the brand continues to expand its footprint in the U.S. market with their streetwear and surf collections, a sustained upward trajectory is expected in adjacent markets. 

The Picture team points to its overall commitment to “using business as a force for good” and Picture’s ability to connect with a consumer who shares the same values to “Ride, Protect & Share” as continued motivation to drive the brand “to the next level.”

Stanley’s barware products keep hot drinks hot and cold drinks cold.

This is the second consecutive year Stanley has won the NPD award for its growth. The brand points to its healthy distribution, making it easy for consumers to shop wherever and whenever they want for the brand’s products, as a key to growth. Stanley reports it has seen a 97% sale growth at specialty, outdoor and sporting goods stores nationwide.

Stanley’s most coveted product, the 40oz Quencher, has also become a TikTok trending must-have hydration product with #StanleyQuencher gaining 22.6M views on TikTok.

Among the latest product standouts for the brand are its barware products, including Adventure Stacking Beer Pints, GO Everyday Wine Tumbler, Classic Easy-Pour Growler and Classic Stay Chill Beer Pitcher. The products are known for having double wall insulation that keeps cold drinks cold and hot drinks hot for hours, making them the ideal accessory for any adventure. Stanley’s barware category has experienced exponential growth at 91% year over year. 

In 2023, Stanley is celebrating its 110th anniversary. 

“We are thrilled to be recognized as a key player in the industry and recognized for the company’s continued growth,” said Terence Reilly, Global President of Stanley brand. “We look forward to continuing this momentum and providing our customers with on-trend, stylish and functional products that have become synonymous with Stanley.”