US Retail Sports and Outdoors - PPC Market Share Analysis October 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Sports and Outdoors category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Sports and Outdoors – US

Google AI Overview visibility for Retail Sports and Outdoors US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 66.3875523169
33.6124476831
66%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 10
90
10%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 9%
Navigational 14%
Seasonal 1%
Local 1%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 US Retail Sports and Outdoors brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
dickssportinggoods.com 27.21
walmart.com 6.92
cabelas.com 4.66
temu.com 2.93
roguefitness.com 2.17
academy.com 2.16
basspro.com 2.09
hydroflask.com 1.65
lectricebikes.com 1.6
roadrunnersports.com 1.4
others 47.21
  • dickssportinggoods.com - 27.21%
  • walmart.com - 6.92%
  • cabelas.com - 4.66%
  • temu.com - 2.93%
  • roguefitness.com - 2.17%
  • academy.com - 2.16%
  • basspro.com - 2.09%
  • hydroflask.com - 1.65%
  • lectricebikes.com - 1.6%
  • roadrunnersports.com - 1.4%
  • others - 47.21%

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Dick’s Sporting Goods leads with 27.21% click share, followed by Walmart at 6.92%. ‘Others’ dominate with 47.21%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Retail Sports and Outdoors brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date dickssportinggoods.com walmart.com temu.com roguefitness.com aipasbike.com lectricebikes.com aventon.com academy.com cabelas.com yeti.com
2026/10/01 8.78% 6.66% 3.53% 3.56% 2.04% 1.47% 1.16% 0.78% 1.71% 1.85%
2026/10/02 13.03% 6.5% 3.78% 3.62% 3.07% 2.46% 0.76% 1.16% 1.64% 2.47%
2026/10/03 10.48% 6.83% 3% 3.62% 2.32% 2.68% 0.73% 0.99% 1.52% 2.44%
2026/10/04 7.92% 7.29% 3.09% 4.92% 2.02% 2.13% 0.91% 1.22% 1.29% 2.55%
2026/10/05 9.69% 7.62% 4.2% 3.06% 2.12% 3.24% 0.8% 3.22% 1.1% 2.71%
2026/10/06 7.8% 8% 3.43% 3.61% 1.77% 3.13% 0.84% 2% 2.11% 2.64%
2026/10/07 10.31% 8.93% 3.02% 3.49% 1.34% 2.4% 1.93% 2.42% 1.47% 1.92%
2026/10/08 8.24% 11.4% 3.28% 2.76% 1.77% 2.95% 2.28% 1.85% 1.15% 1.86%
2026/10/09 8.11% 11.15% 2.87% 3.28% 1.48% 2.97% 2.77% 1.65% 3.92% 1.6%
2026/10/10 8.95% 9.63% 2.8% 4.63% 1.46% 3.02% 3.26% 3.21% 1.15% 1.6%
2026/10/11 9.33% 10.12% 2.91% 4.73% 1.33% 2.1% 2.86% 3.64% 1.37% 1.78%
2026/10/12 9.96% 11.17% 3.04% 4.06% 2.22% 3.35% 3.27% 2.13% 1.1% 1.68%
2026/10/13 8.48% 12.99% 3.44% 2.93% 2.22% 2.32% 2.01% 2.83% 1.11% 1.62%
2026/10/14 8.58% 9.83% 3.84% 4.51% 1.56% 2.72% 2.54% 1.54% 4.33% 1.46%
2026/10/15 9.57% 10.38% 3.93% 3.31% 1.34% 3.94% 3.44% 1.24% 1.17% 1.37%
2026/10/16 9.8% 8.34% 3.64% 4.45% 1.78% 3.02% 2.95% 3.58% 3.84% 1.46%
2026/10/17 8.39% 7.87% 4.79% 4.06% 2.65% 3.21% 2.39% 0.91% 5.59% 1.71%
2026/10/18 8.48% 7.51% 5.71% 4.32% 2.22% 2.58% 1.94% 1.64% 4.9% 1.6%
2026/10/19 8.81% 5.96% 5.13% 3.7% 3.36% 2.98% 1.3% 0.6% 3.74% 2.01%
2026/10/20 9.68% 8.93% 5.37% 3.9% 2.21% 2.57% 0.68% 0.63% 3.86% 1.85%
2026/10/21 9.96% 10.42% 5.04% 3.52% 2.61% 2.57% 0.52% 0.77% 3.19% 1.59%
2026/10/22 10.33% 9.78% 5.15% 3.89% 2.22% 2.79% 0.64% 0.55% 1.71% 1.46%
2026/10/23 8.35% 8.94% 4.21% 3.82% 2.34% 2.66% 0.64% 0.66% 1.83% 1.26%
2026/10/24 7.72% 6.9% 3.53% 3.43% 2.24% 2.46% 0.61% 1.13% 0.99% 1.14%
2026/10/25 8.94% 8.35% 4.42% 3.19% 1.96% 2.31% 0.71% 1.4% 1.47% 1.08%
2026/10/26 8.67% 8.23% 4.14% 2.79% 2.09% 2.37% 0.66% 2.17% 0.93% 0.9%
2026/10/27 8.77% 6.68% 4.01% 2.54% 1.98% 1.92% 1.13% 2.21% 1.74% 0.86%
2026/10/28 10.23% 7.26% 4.59% 2.47% 2.3% 2.25% 1.22% 0.95% 1.28% 0.95%
2026/10/29 10.24% 6.57% 4.24% 3.36% 2.45% 2.42% 1.47% 0.75% 2.4% 0.95%
2026/10/30 11.05% 6.27% 4.21% 2.85% 2.05% 2.13% 1.33% 0.82% 1.78% 0.94%
2026/10/31 8.7% 5.87% 5.68% 2.66% 2.41% 2.35% 1.7% 1.31% 0.97% 0.84%
  • dickssportinggoods.com
  • walmart.com
  • temu.com
  • roguefitness.com
  • aipasbike.com
  • lectricebikes.com
  • aventon.com
  • academy.com
  • cabelas.com
  • yeti.com

Copyright © Adthena. All rights reserved.

In October 2026, Dick’s Sporting Goods led with fluctuating spend shares, peaking at 13.03% on October 2. Walmart’s share surged mid-month, reaching 12.99% on October 13. Temu and Rogue Fitness showed steady growth, while Aipasbike and Lectricebikes maintained moderate shares. By month’s end, Dick’s Sporting Goods remained dominant.

Market Exposure

Competitor Count for US Retail Sports and Outdoors

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/10/01 2370
2026/10/02 2541
2026/10/03 2616
2026/10/04 2662
2026/10/05 2674
2026/10/06 2695
2026/10/07 2758
2026/10/08 2815
2026/10/09 2840
2026/10/10 2825
2026/10/11 2773
2026/10/12 2769
2026/10/13 2850
2026/10/14 2943
2026/10/15 2804
2026/10/16 2831
2026/10/17 2804
2026/10/18 2745
2026/10/19 2626
2026/10/20 2525
2026/10/21 2562
2026/10/22 2441
2026/10/23 2927
2026/10/24 3238
2026/10/25 3199
2026/10/26 3213
2026/10/27 3186
2026/10/28 3170
2026/10/29 3254
2026/10/30 3203
2026/10/31 3120

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October saw a dynamic shift in advertisers, starting at 2,370 and peaking at 3,254. Mid-month fluctuations settled into a strong finish at 3,120.

Campaign Efficiency

Market Loss & Market Gains for US Retail Sports and Outdoors

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
dickssportinggoods.com 3.27%
hydroflask.com 0.77%
temu.com 0.72%
brooklynkayakcompany.com 0.56%
lifefitness.com 0.46%
basspro.com -0.4%
yeti.com -0.51%
aventon.com -0.61%
academy.com -1.62%
walmart.com -2.52%

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Dick’s Sporting Goods surged with a 3.27% click share increase, while Walmart faced a 2.52% decline.

Campaign Efficiency

US Retail Sports and Outdoors Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date dickssportinggoods.com temu.com walmart.com target.com aipasbike.com roguefitness.com amazon.com lectricebikes.com academy.com cabelas.com
2026/10/01 14.63% 4.82% 7.53% 1.82% 1.92% 3.59% 1.51% 1.17% 1.06% 1.31%
2026/10/02 18.61% 4.86% 7.66% 2.03% 2.19% 2.94% 1.3% 1.63% 1.74% 1.47%
2026/10/03 17.8% 3.83% 8.1% 1.74% 1.79% 2.91% 1.89% 1.88% 1.39% 1.21%
2026/10/04 13.31% 4.35% 8.53% 1.79% 1.48% 3.53% 2.39% 1.43% 1.67% 1.27%
2026/10/05 14.85% 6.03% 9.07% 1.55% 1.54% 2.9% 1.37% 2.2% 4.43% 1.13%
2026/10/06 12.2% 5.04% 9.79% 2.09% 1.51% 2.96% 2.59% 2.26% 2.86% 2.36%
2026/10/07 14.53% 4.53% 10.43% 2.25% 1.07% 2.59% 2.77% 1.76% 3.11% 1.93%
2026/10/08 13.92% 4.3% 12.98% 2.19% 1.4% 1.98% 1.8% 2.24% 2.44% 1.16%
2026/10/09 13.24% 4.21% 13.32% 2.74% 1.17% 2.91% 1.32% 1.74% 2.12% 2.16%
2026/10/10 12.28% 3.92% 11.91% 2.65% 1.1% 4.82% 1.27% 1.91% 4.52% 1.06%
2026/10/11 12.93% 3.71% 11.87% 3.16% 1.01% 4.43% 1.14% 1.43% 4.66% 2.28%
2026/10/12 14.18% 4.18% 13.93% 2.47% 1.69% 4.7% 1.32% 2.22% 2.98% 1.21%
2026/10/13 14.89% 4.16% 15.42% 2.73% 1.55% 2.7% 1.47% 1.51% 3.68% 1.19%
2026/10/14 13.45% 5.01% 12.63% 2.19% 1.22% 4.04% 1.72% 1.93% 2.11% 2.24%
2026/10/15 14.64% 5.27% 12.82% 2.64% 1.02% 3.63% 1.37% 2.4% 1.59% 1.44%
2026/10/16 16.01% 4.54% 10.26% 2.35% 1.4% 4.31% 1.05% 1.82% 4.78% 2.24%
2026/10/17 14.39% 6.16% 9.9% 2.54% 2.02% 3.65% 0.89% 2.27% 1.39% 3.22%
2026/10/18 14.22% 7.06% 9.45% 2.28% 1.76% 4.9% 1.01% 1.73% 2.14% 3%
2026/10/19 15.34% 6.23% 7.65% 2.1% 2.57% 2.8% 1.18% 2.15% 1.04% 2.78%
2026/10/20 16.81% 6.49% 10.65% 1.9% 1.79% 2.27% 1.25% 1.82% 0.95% 2.1%
2026/10/21 17.09% 6.9% 12.5% 1.49% 1.97% 2.35% 1.48% 1.69% 1.18% 1.74%
2026/10/22 17.59% 7.01% 11.05% 2.08% 1.62% 1.99% 1.86% 1.9% 1.04% 1.28%
2026/10/23 15.06% 5.58% 10.24% 2.02% 1.7% 2.89% 1.44% 1.77% 1.1% 1.89%
2026/10/24 13.82% 4.89% 7.75% 1.75% 1.64% 2.9% 1.68% 1.62% 1.43% 1%
2026/10/25 14.72% 5.72% 9.2% 1.96% 1.38% 2.95% 2.42% 1.6% 1.72% 1.23%
2026/10/26 14.47% 5.25% 8.88% 1.94% 1.48% 2.66% 1.68% 1.3% 3.09% 1.03%
2026/10/27 14.16% 5.2% 7.24% 1.73% 1.34% 2.2% 1.89% 1.28% 2.95% 1.68%
2026/10/28 16.58% 5.81% 7.83% 2.06% 1.7% 2.3% 1.77% 1.32% 1.14% 1.43%
2026/10/29 16.86% 5.76% 7.76% 1.69% 1.9% 2.62% 1.13% 1.57% 0.87% 3%
2026/10/30 17.14% 5.48% 7.92% 1.69% 1.61% 2.53% 1.35% 1.33% 0.95% 1.58%
2026/10/31 14.41% 8.07% 6.88% 2% 1.85% 1.76% 1.67% 1.47% 1.28% 1.14%
  • dickssportinggoods.com
  • temu.com
  • walmart.com
  • target.com
  • aipasbike.com
  • roguefitness.com
  • amazon.com
  • lectricebikes.com
  • academy.com
  • cabelas.com

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In October 2026, Dick’s Sporting Goods led with fluctuating impressions, peaking mid-month. Temu saw a late surge, while Walmart’s share dipped after mid-month. Target and Aipasbike maintained steady shares, with Rogue Fitness and Amazon showing variability. The month concluded with Dick’s Sporting Goods maintaining dominance.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Retail Sports and Outdoors

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for US Retail Sports and Outdoors - Last month
  1. 1
    Order Today At Amazon | As Fast as Same-Day with Prime https://www.amazon.com › barbell+near+me › gym-barbells

    Premium barbells with excellent grip and durability at Amazon. Shop durable bars designed for home gyms and commercial facilities.

  2. 2
    Cabela's® Official Site | Official Cabela's® Store https://www.cabelas.com

    Discover Top-Rated Outdoor Gear for Fishing, Hunting, Boating & More at Cabela's®

  3. 3
    DICK'S Sporting Goods® https://www.dickssportinggoods.com

    Shop Our Official Site — Shop DICK'S Sporting Goods® For Clothing & Gear. Find Savings Online & Step Up Your Game.

  4. 4
    E-Bikes Built So Everyone Can Ride - Lectric eBikes | Affordable... https://www.lectricebikes.com

    Discover the carefree fun that Lectric eBikes® have to offer. Big Savings on Ebikes. Designed in USA.

  5. 5
    Rogue Weightlifting Equipment | All You Need in One Place https://www.roguefitness.com

    Upgrade Your Space With Weightlifting Equipment From Rogue. Get More Out of Your Training...

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In the competitive world of Google PPC, Amazon leads with a promise of premium barbells and swift delivery, appealing to fitness enthusiasts. Cabela’s and DICK’S Sporting Goods captivate outdoor lovers with top-rated gear and savings. Lectric eBikes offers affordable, fun rides, while Rogue Fitness focuses on enhancing training spaces with quality equipment. Each ad uniquely targets its audience, showcasing diverse themes and compelling propositions.

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