US Retail Sports and Outdoors - PPC Market Share Analysis July 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 19.3727953265
80.6272046735
19%

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 18
82
18%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 15%
Navigational 3%
Seasonal 1%
Local 2%
Problem Solving 1%

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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 22.99
walmart.com 7.82
temu.com 3.36
academy.com 3.17
nike.com 2.45
amazon.com 2.39
yeti.com 2.07
basspro.com 2.05
cabelas.com 2
golfgalaxy.com 1.88
others 49.82
  • dickssportinggoods.com - 22.99%
  • walmart.com - 7.82%
  • temu.com - 3.36%
  • academy.com - 3.17%
  • nike.com - 2.45%
  • amazon.com - 2.39%
  • yeti.com - 2.07%
  • basspro.com - 2.05%
  • cabelas.com - 2%
  • golfgalaxy.com - 1.88%
  • others - 49.82%

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In the PPC landscape, Dick’s Sporting Goods leads with 22.99% click share, followed by Walmart at 7.82%. Others collectively dominate with 49.82%, 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 walmart.com dickssportinggoods.com temu.com aipasbike.com nike.com amazon.com yeti.com academy.com lectricebikes.com roguefitness.com
2026/07/01 7.66% 7.2% 3.35% 3.02% 1.27% 4.86% 1.86% 1.03% 3.82% 1.09%
2026/07/02 14.83% 6.05% 3.97% 2.41% 1.34% 3.05% 1.83% 1.08% 4.52% 1.28%
2026/07/03 5.08% 10.12% 1.77% 0.8% 1.37% 3.43% 2.04% 0.82% 4.15% 2.4%
2026/07/04 4.55% 8.5% 1.66% 1.19% 1.41% 4.32% 2.09% 1.45% 4.44% 2.08%
2026/07/05 7.39% 6.2% 3.45% 2.4% 1.33% 4.2% 1.57% 1.17% 3.8% 1.92%
2026/07/06 6.44% 6.79% 1.86% 1.84% 1.36% 4.42% 2.39% 1.77% 5.36% 1.65%
2026/07/07 9.35% 7.97% 2.19% 1.9% 1.07% 4.96% 1.84% 4.54% 4.28% 1.21%
2026/07/08 14.49% 9.71% 6.18% 1.9% 1.17% 4.14% 1.68% 1.56% 2.11% 1.88%
2026/07/09 10.41% 7.07% 5.3% 2.22% 1.83% 2.71% 3.07% 5.61% 1.53% 0.99%
2026/07/10 10.46% 5.31% 4.85% 2.2% 1.84% 2.72% 2.98% 1.48% 2.05% 1.24%
2026/07/11 10.07% 6.07% 4.97% 1.5% 2.28% 2.11% 3% 2.02% 1.1% 1.57%
2026/07/12 10.43% 6.38% 5.55% 2.03% 1.88% 2.6% 2.56% 1.36% 2.41% 1.62%
2026/07/13 5.75% 8.23% 4.37% 1.51% 2.19% 4.57% 1.9% 1.94% 3.29% 1.47%
2026/07/14 6.08% 9.45% 3.01% 0.88% 2.22% 5.11% 1.82% 2.52% 2.55% 1.62%
2026/07/15 8.54% 5.77% 5.39% 2.65% 2.3% 3.75% 1.83% 1.81% 2.71% 1.41%
2026/07/16 11.14% 6.51% 5.73% 4.2% 1.9% 3.49% 1.95% 1.64% 1.97% 1.04%
2026/07/17 10.75% 7.57% 6.15% 2.33% 1.96% 2.42% 2.12% 1.25% 1.02% 1.05%
2026/07/18 8.37% 8.58% 7.08% 2.46% 2.34% 2.2% 2.72% 1.24% 1.36% 1%
2026/07/19 10.29% 4.91% 7.41% 2.93% 2.92% 2.64% 2.92% 1.41% 1.18% 1.27%
2026/07/20 8.49% 4.87% 6.24% 2.98% 2.65% 2.53% 3.15% 1.96% 2.74% 0.96%
2026/07/21 6.05% 9.4% 3% 0.88% 2.21% 5.08% 1.81% 2.51% 2.54% 1.61%
2026/07/22 10.08% 6.14% 6.31% 3.25% 2.93% 2.18% 2.34% 1.92% 1.62% 1.02%
2026/07/23 10.48% 5.79% 5.55% 2.76% 3.21% 2.11% 2.55% 1.82% 0.86% 0.9%
2026/07/24 10.61% 5.71% 5.93% 2.41% 3.2% 2.28% 2.56% 1.68% 1.1% 1.05%
2026/07/25 9.61% 5.81% 6.28% 2.93% 3.32% 2.34% 2.36% 2.67% 1.48% 1.28%
2026/07/26 10.17% 5.71% 6.29% 2.65% 2.67% 2.37% 2.46% 3.33% 1.24% 1.2%
2026/07/27 10.92% 6.26% 5.56% 3.03% 2.38% 2.63% 1.97% 1.62% 0.93% 1.35%
2026/07/28 12.75% 5.85% 6.1% 3.41% 2.58% 3.06% 2.14% 1.62% 1.75% 1.25%
2026/07/29 7.04% 6.31% 4.79% 2.79% 3.13% 3.32% 2.35% 1.46% 2.66% 1.28%
2026/07/30 8.13% 5.59% 5.08% 3.07% 2.53% 3.69% 2.83% 1.56% 2.38% 1.39%
2026/07/31 11.19% 6.04% 5.27% 3.64% 3.18% 2.34% 2.32% 2.03% 1.24% 1.15%
  • walmart.com
  • dickssportinggoods.com
  • temu.com
  • aipasbike.com
  • nike.com
  • amazon.com
  • yeti.com
  • academy.com
  • lectricebikes.com
  • roguefitness.com

Copyright © Adthena. All rights reserved.

Walmart’s PPC spend fluctuated, peaking mid-month. Dick’s Sporting Goods maintained steady levels. Temu saw a mid-month surge. Aipasbike’s spend increased towards month-end. Nike’s spend rose steadily. Amazon’s spend varied, peaking early. Yeti’s spend was consistent. Academy’s spend spiked mid-month. Lectricebikes’ spend decreased. Roguefitness maintained low spend.

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
2026/07/01 1984
2026/07/02 2215
2026/07/03 2143
2026/07/04 2246
2026/07/05 2241
2026/07/06 2063
2026/07/07 2108
2026/07/08 2029
2026/07/09 2353
2026/07/10 2622
2026/07/11 2653
2026/07/12 2636
2026/07/13 2228
2026/07/14 2186
2026/07/15 2172
2026/07/16 2041
2026/07/17 2008
2026/07/18 2193
2026/07/19 2271
2026/07/20 2107
2026/07/21 2186
2026/07/22 2820
2026/07/23 2784
2026/07/24 2799
2026/07/25 2730
2026/07/26 2815
2026/07/27 2575
2026/07/28 2446
2026/07/29 2298
2026/07/30 2388
2026/07/31 2361

Copyright © Adthena. All rights reserved.

July saw a dynamic shift in advertisers, starting at 1,984 and peaking at 2,820. The month concluded with 2,361 advertisers, reflecting a vibrant competitive landscape.

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
nike.com 1.35%
temu.com 0.97%
hydroflask.com 0.6%
walmart.com 0.51%
aipasbike.com 0.41%
golfgalaxy.com -0.4%
lectricebikes.com -0.41%
amazon.com -0.46%
sportsmans.com -0.51%
dickssportinggoods.com -2.38%

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Nike.com surged with a 1.35% click share increase, while Dickssportinggoods.com faced a 2.38% decline. Temu.com, Hydroflask.com, and Walmart.com also saw positive growth.

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 walmart.com dickssportinggoods.com temu.com nike.com academy.com aipasbike.com amazon.com target.com yeti.com basspro.com
2026/07/01 8.6% 14.82% 3.92% 0.96% 1.76% 2.22% 5.21% 1.38% 0.94% 1.91%
2026/07/02 16.02% 11.27% 3.67% 1.16% 1.79% 1.62% 3% 1.24% 0.95% 1.62%
2026/07/03 6.79% 18.25% 2.05% 0.97% 1.11% 0.49% 2.93% 1.22% 0.91% 1.57%
2026/07/04 6.02% 17.07% 2.18% 1.05% 2.29% 0.9% 4.49% 1.41% 1.06% 1.59%
2026/07/05 9.79% 12.49% 4.68% 0.99% 2.14% 1.46% 4.32% 1.4% 0.84% 1.9%
2026/07/06 8.4% 12.93% 2.76% 1.03% 2.79% 1.59% 4.71% 1.16% 1.34% 1.63%
2026/07/07 9.72% 14.66% 2.52% 0.8% 9.24% 1.6% 4.83% 0.94% 0.92% 2.36%
2026/07/08 16.69% 14.98% 8.26% 0.82% 2.6% 1.18% 3.54% 1.04% 0.79% 0.9%
2026/07/09 12.39% 10.56% 5.5% 1.7% 9.28% 1.77% 2.2% 2.85% 1.58% 1.26%
2026/07/10 11.62% 8.51% 5.33% 1.68% 2.5% 1.7% 2.6% 2.55% 1.77% 1.99%
2026/07/11 12.91% 9.14% 5.23% 1.85% 4.1% 0.96% 1.95% 2.09% 1.59% 1.42%
2026/07/12 11.66% 10.39% 6.31% 1.83% 2.29% 1.28% 2.5% 2.15% 1.43% 1.55%
2026/07/13 7.43% 14.71% 5.54% 2.03% 3.01% 1.17% 4.23% 2.01% 1.05% 1.86%
2026/07/14 7.48% 16.92% 3.77% 1.96% 3.76% 0.62% 4.76% 1.47% 0.96% 2.13%
2026/07/15 10.45% 10.71% 6.27% 1.92% 3% 2.45% 3.53% 1.35% 0.97% 2.08%
2026/07/16 11.68% 13.85% 6.13% 1.71% 2.68% 2.54% 3.28% 1.49% 1.11% 2.32%
2026/07/17 11.86% 12.54% 6.68% 1.79% 2.11% 1.71% 2.62% 1.88% 1.19% 1.47%
2026/07/18 9.73% 15.51% 7.67% 1.89% 1.97% 1.66% 2.32% 1.85% 1.4% 1.53%
2026/07/19 11.02% 8.96% 8.03% 2.98% 2.46% 1.96% 2.67% 1.94% 1.61% 1.69%
2026/07/20 11.61% 8.07% 7.52% 2.39% 3.11% 2.48% 2.47% 2.17% 1.74% 1.33%
2026/07/21 7.48% 16.92% 3.77% 1.96% 3.76% 0.62% 4.76% 1.47% 0.96% 2.13%
2026/07/22 10.93% 11% 6.76% 2.84% 3.21% 2.54% 2.08% 1.89% 1.34% 1.56%
2026/07/23 11.8% 10.2% 6.33% 2.97% 3.02% 2.11% 1.95% 1.58% 1.41% 1.66%
2026/07/24 12.29% 9.2% 6.61% 3.09% 2.92% 1.82% 2.26% 1.81% 1.43% 1.27%
2026/07/25 11.42% 10.31% 6.72% 3.02% 3.87% 2.06% 2.29% 1.71% 1.25% 1.73%
2026/07/26 11.13% 9.1% 6.75% 2.36% 5.54% 2.07% 2.38% 1.66% 1.35% 1.25%
2026/07/27 11.98% 11% 6.04% 2.08% 2.83% 2.16% 2.47% 1.8% 1.04% 1.26%
2026/07/28 13.59% 10.97% 6.34% 2.57% 3.35% 2.74% 3.03% 2.04% 1.19% 1.63%
2026/07/29 8.81% 12.18% 6.13% 3.13% 2.9% 2.7% 3.26% 1.57% 1.31% 1.65%
2026/07/30 9.43% 10.9% 5.86% 2.57% 3.16% 2.09% 3.48% 1.75% 1.61% 1.3%
2026/07/31 12.06% 10.99% 5.9% 3.11% 2.82% 2.41% 2.41% 1.52% 1.31% 1.14%
  • walmart.com
  • dickssportinggoods.com
  • temu.com
  • nike.com
  • academy.com
  • aipasbike.com
  • amazon.com
  • target.com
  • yeti.com
  • basspro.com

Copyright © Adthena. All rights reserved.

Walmart’s impression share fluctuated, peaking at 16.69% on July 8. Dick’s Sporting Goods led early, reaching 18.25% on July 3. Temu surged mid-month, while Nike and Academy showed steady growth. Amazon’s share dipped, ending July with 2.41%.

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
    Cabela's® Official Site https://www.cabelas.com › official › store

    Official Cabela's® Store — Discover Top-Rated Outdoor Gear for Fishing, Hunting, Boating & More at Cabela's®. Soak up the Summer! Up to 40% off Top-Rated Gear at Cabela's®. Now Through 7/21! Shop Online.

  2. 2
    DICK'S Sporting Goods® | Shop Our Official Site https://www.dickssportinggoods.com › official › store

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

  3. 3
    Golf Galaxy Official Site https://www.golfgalaxy.com › golf_galaxy › deals

    Shop Our World-Class Selection — Shop The Latest Drivers, Woods, Putters, Gear & More On The Golf Galaxy Official Site. Find Weekly...

  4. 4
    Team Sports Equipment & Gear | SCHEELS.com https://www.scheels.com

    Get all the gear you need for the sports season ahead at Scheels. From football to volleyball, shop a great selection of sports equipment and athletic clothing from top brands.

  5. 5
    Sportsman's Warehouse https://www.sportsmans.com

    Shop Online And In-Store — Shop Fishing, Hunting, Apparel & More Outdoor Gear At Sportsman's Warehouse. Sportsman's Warehouse - We Provide Outstanding Gear With Exceptional...

Copyright © Adthena. All rights reserved.

In the competitive world of outdoor and sports gear, Cabela’s, DICK’S Sporting Goods, Golf Galaxy, SCHEELS, and Sportsman’s Warehouse dominate Google’s SERP. Their ads highlight exclusive deals, top-rated gear, and seasonal promotions, enticing customers with promises of quality and savings.

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