Why Norwegian sports brands should target the US market

1. Large and growing market

The US has a vast market for outdoor recreation products, worth more than USD 20 billion annually. Outdoor recreation is a key part of the American lifestyle, with millions of people regularly enjoying activities such as hiking, camping, skiing and climbing. According to the Outdoor Industry Association, almost 60% of Americans take part in outdoor activities (around 165 million active participants), creating sustained demand for high-quality equipment and clothing.

The pandemic has led to a lasting shift towards working from home and a greater focus on health and wellbeing, resulting in increased purchases of functional everyday clothing and sports equipment. This makes the market particularly attractive to Norwegian brands and gives more companies the opportunity to consider expanding into the US to meet demand for high-quality equipment.

(Source: Outdoor Industry Association)

2. A market that values sustainability

American consumers are increasingly interested in sustainable products, particularly in the outdoor recreation sector. Surveys show that 68% of American millennials prefer to buy from environmentally friendly brands. Norwegian brands have a clear advantage, thanks to their strong roots in environmental awareness and innovative design. Stories about responsible production, the use of recycled materials and products designed to last resonate strongly with American values.

Circular services and recycling are becoming regulatory priorities, creating both challenges and opportunities for businesses to innovate. Many Norwegian businesses already have well-developed systems and repair services that they can introduce to the US market.

3. The premium segment is growing

US consumers are willing to pay more for quality. Norwegian outdoor products, known for their reliability and functionality, appeal to this group. The premium segment of the outdoor market has grown steadily in recent years, and Norwegian brands can capitalise on this by positioning themselves as leaders in functional Nordic design.

En kvinne og mann går på ski på fjellet i utstyr fra merkevaren Rottefella

4. Trends that align with Norway's strengths

Trends such as 'glamping', micro-adventures and 'athleisure' offer Norwegian brands an exciting route into the market. Americans are looking for products that combine performance and style – an area where Norwegian brands often excel. Innovations in lightweight, versatile materials and clothing that works both in the city and in the mountains are in high demand.

5. Strong distribution opportunities

The US offers a wide range of distribution channels for Norwegian brands, from specialist retailers such as REI to e-commerce platforms such as Amazon and Backcountry. With the right partner or approach, Norwegian products can reach a broad and loyal customer base.

6. Stronger dollar

A stronger dollar resulting from economic stimulus and tax cuts in the US could increase the purchasing power of American consumers, making Norwegian products more competitive despite higher prices. A strong dollar also gives Norwegian companies better margins on exported goods.

7. Strong reputation

Norwegian companies are well placed to succeed in the US, not only because of the quality of the products we deliver and the growing number of Americans taking part in outdoor activities, but also because Norway generally has a strong reputation, and Norwegian design and products resonate positively with American consumers. Norwegian quality and innovation appeal to American consumers. Paradoxically, the focus on 'America First' may increase demand for unique, multifunctional, high-quality products from niche markets such as Norway.

To personer venter på bussen i et bussskur med snø rundt

8. Increased focus on bilateral trade agreements

Norway has also historically enjoyed, and continues to enjoy, positive bilateral relations with the US, indicating strong export potential. The US has signalled that it will make greater use of bilateral rather than multilateral agreements. This could give Norway an opportunity to negotiate favourable agreements for specific sectors such as technology, renewable energy and high-quality products.

Substantial investment in infrastructure and energy by Norwegian businesses could also pave the way for exports of other Norwegian solutions and products, creating opportunities for a wider range of Norwegian design and technology industries to grow in other segments.

9. Storytelling

Norwegian companies are particularly well positioned, with deep roots in outdoor life and culture and a reputation for promoting a healthy lifestyle. Their compelling stories of heritage and tradition create positive buying experiences for consumers, and they are often highly skilled and passionate storytellers.

More useful information

GDP of USD 25 trillion and a population of 335 million
Imports increased by just over 5.4% in 2024, primarily in the automotive, computer, oil and gas, and technology sectors.
Unemployment stood at 4.2% in January 2025 (compared with 3.7% in Norway) and remained relatively stable. The US inflation rate was around 2.7%, a slight increase from the previous year and marginally higher than in Norway. This moderate inflation reflects a stabilisation in prices following the significant fluctuations of recent years.
Household consumption is the highest in the world, accounting for almost one-third of global household consumption. The US consumer market is the most resilient in the world. According to the latest statistics, the real (inflation-adjusted) median annual household income in the US exceeds $74,000.
Average income 2024: $59,428 (NOK 675,000). Highest: Massachusetts $86,840 (NOK 986,000), followed by WA, CA, NY, CO and CT. Lowest: Mississippi $48,0481, followed by AR, LA, OK and AL. Source: USAtoday/Blueprint
The US outdoor market is worth more than USD 50 billion in 2024 and is expected to grow by 5–6% annually over the next few years. (Source: Outdoor Industry Association)
According to the Outdoor Industry Association, almost 60% of Americans take part in outdoor activities (approximately 165 million participants).
The outdoor recreation industry contributes USD 1.2 trillion to US GDP and supports more than 5 million jobs, highlighting its importance as an economic driver. (Source: Outdoor Industry Association)
79% of US outdoor consumers are aged 18–44, and 63% prioritise sustainable and environmentally friendly products when making purchases. (Source: Outdoor Industry Association)
71% of Americans aged 25–54 regularly take part in outdoor activities such as hiking, cycling and camping, driving demand for high-quality equipment and clothing. (Source: Outdoor Industry Association)
US consumers are showing growing demand for sustainable and ethically produced outdoor products, with 45% saying they are willing to pay more for environmentally friendly alternatives.
E-commerce accounts for over 30% of sales in the US outdoor market, and this segment is expected to grow by 10–12% annually in the coming years
The second-hand market is booming. In the US, it grew by 11% to USD 43 billion in 2023, seven times faster than conventional retail. Second-hand goods are preferred by 60% of US consumers. (Source: Thredup/GlobalData)
More travel: In late 2024, the US Tour Operator Association shared its economic impact study covering almost 9 million travellers. USTOA has also published a forecast predicting travel growth of more than 8% compared with 2023, with strong optimism that growth will continue at 7–10% in 2025. Growth in experiential travel and outdoor recreation often has a direct impact on demand for high-quality leisure equipment.

Please get in touch – we look forward to working with you and supporting your company's growth and success in 2025 and beyond!

The world's largest economy is forecast to outperform economists' expectations again in 2025 and is in good shape, according to Goldman Sachs Research, with steady growth expected in the years ahead. Businesses should prepare for potential new tariffs on China, Vietnam and Mexico. Diversifying supply chains and communicating proactively with policymakers and consumers will be key priorities. By positioning themselves as suppliers of high-quality, sustainable products, supported by reliable repair services, resale options and strong purchasing experiences, Norwegian companies can strengthen their market position and benefit from growing demand in the US market. Another crucial step will be to use robust economic and sustainability data to advance the Norwegian industry's policy objectives and demonstrate tangible contributions.

This lucrative open market is therefore a powerful growth engine for companies of all sizes – and we are ready to support you with analysis, strategies and networks.

Entering the US market requires a strategy that combines market insight, strong brand building and the right business partners. With their reputation for quality and sustainability, however, Norwegian manufacturers of outdoor clothing and equipment have unique opportunities to succeed in this competitive yet promising market.

Now is the time to expand into the US – a market where Norwegian innovation and quality can shine!