I started looking for a home sports gear store in the fall of 2012, when I heard that a new retailer was opening in Atlanta.
I was initially skeptical about the Atlanta location, as it seemed to be a big-name, major-league-ready place.
The company, Sports Equipment Solutions, had been in business for just over a year and was known for its quality product and a focus on quality service.
But the Atlanta site had a few things I wasn’t expecting: a large selection of home sports accessories, a few new brands, and a small price tag.
I called Sports Equipment and asked if they would be open during my next trip to the Midwest, and when I got to the store, the sales person told me to wait and see.
That wasn’t an option for me.
I wanted to know why a brand like Nike was being held back in the region.
I also wanted to see if the product they had was really good.
I found the answer in an article published in February 2013 by the Boston Globe: “If you go to a sports store, and you see a bunch of sports gear that is either new or not that you have a feeling you might want, you may be looking at something that’s not really what you are looking for,” a Nike spokesperson told me.
And, according to a review by Business Insider, that’s exactly what happened to me.
The article notes that the company has been in the home sports market for several years, and that its competitors, like the likes of Nordstrom, are getting better at selling gear.
Nike was not the only brand to struggle with its home sports product.
“The most important reason Nike’s product has struggled with sales is that it is not the brand that customers look to buy,” the article says.
In an effort to increase sales, Nike also tried to lure more customers to the company.
The goal of the effort was to make the product more attractive to potential customers, the article said.
Nike’s focus on a big name brand was part of its strategy to try to get more customers.
“Nike’s core goal was to build a brand that people wanted to buy, and Nike is successful in that goal,” the Sports Equipment spokesperson told Business Insider.
“But the bigger problem with Nike’s brand has been its lack of success in creating and maintaining a compelling brand identity.”
The article noted that Nike has not released its sales numbers for the past three years.
It was not immediately clear if the company had increased its home sales this year.
“In recent years, Nike’s marketing has focused on the idea of Nike’s ‘nike power,'” the Sports Department spokesperson told the Globe.
“And this has led to a lot of branding efforts that don’t align with Nike values or what we think about what we do.”
As for what was happening with the brand, Sports Department rep Scott Moore told Business the company was not trying to hide its failures.
“We are not trying and we don’t hide it,” he said.
“If anything, it is just that we need to look at our branding and try to make it work.”
The sales rep told me he was confident in the company’s efforts to improve its brand.
“This company has a great history in the industry, and the way that they have been able to build the brand and get the attention of the consumer has been very successful,” he told me in an email.
“It is not about us making up some new brand that will only be available for Nike fans.”
He said the company continues to focus on improving its products, and hopes to see the results come in the next few months.
“There are a lot more things that are going on,” he added.
“A lot of the issues that have been happening are not going to change for the foreseeable future.”