Stirling sports

What Stirling sports does

Stirling Sports is a New Zealand-based specialty sportswear and footwear retailer founded in 1964 and headquartered in Dunedin. The company operates a nationwide network of physical retail stores across New Zealand alongside a direct-to-consumer e-commerce storefront at stirlingsports.co.nz, with a franchise model enabling extension of the footprint without full corporate capital deployment. Its product range spans men's, women's, and kids' footwear (sneakers, running shoes, boots, slides, netball and basketball shoes) and apparel (tees, hoodies, jackets, pants, performance wear), plus licensed replica jerseys and merchandise for rugby, league, NBA, NFL, and football teams. The assortment is anchored by international brands including Nike, adidas, ASICS, New Balance, Converse, and Birkenstock, supplemented by NZ-aligned labels such as Dynasty Sports, Taylor Sport, and Pursuit of Happiness.

The technology stack is a standard Shopify-based e-commerce platform with integrated checkout payments including Afterpay, Shop Pay, Apple Pay, Google Pay, and major credit cards; no proprietary software, mobile app, or AI features are present. Marketing is conducted through organic social (Facebook, Instagram), email newsletters, a blog ('Sneaker Report'), and seasonal promotional campaigns such as '2 for $100 Sweats' and 'End of Season Sale'. Distribution is omnichannel, with free shipping on online orders over NZD 150 and franchise-operated locations such as those previously run by Hamleigh Holdings in Christchurch. In October 2024, Hamleigh Holdings, the franchisee operating the Christchurch The Palms and Northlands stores, entered liquidation owing approximately NZD 760,000 to creditors, indicating pressure on franchisee unit economics, though the parent brand remains operational.

Name

Stirling sports

Legal name

Stirling Sports

Website

https://stirlingsports.co.nz

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Stirling Sports is a New Zealand-based sportswear and footwear retailer founded in 1964, operating physical stores nationwide and a Shopify e-commerce platform, serving mass-market consumers with international brands like Nike, adidas, ASICS, and New Balance alongside licensed team merchandise.

Ownership category

akta.pro rank

Product category

Sportswear & Athletic Footwear Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

Keywords

• Sportswear retail
• Athletic footwear
• Streetwear apparel
• Sports merchandise
• Athletic accessories

Headquarters

HQ city

Dunedin

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Revenue generated from direct retail sales of sportswear, footwear, and accessories through physical store locations and e-commerce platform. Products are sold at full retail price with periodic promotional discounts and sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Stirling Sports is a New Zealand sportswear and athletic footwear retailer founded in 1964, operating physical stores nationwide and a Shopify-powered direct e-commerce platform. The company sells men's, women's, and kids' sportswear, sneakers, running shoes, team sports gear, and licensed merchandise from leading brands including Nike, adidas, ASICS, New Balance, Converse, and Birkenstock. It also offers franchise opportunities for entrepreneurs to operate Stirling Sports-branded stores.

Product overview

Stirling Sports is a New Zealand retail chain offering sportswear, footwear, and accessories through physical stores and an e-commerce platform. The product portfolio spans men's, women's, and children's categories across footwear (sneakers, running shoes, boots, slides) and clothing (tees, hoodies, jackets, pants, shorts). The store carries international brands including Nike, adidas, New Balance, ASICS, Converse, and others, alongside licensed merchandise for sports teams like All Blacks, NZ Warriors, NBA, and NFL. The company operates brick-and-mortar stores across New Zealand with online shopping offering free shipping over $150 and buy-now-pay-later options.

Differentiator

Problem solved

Functional benefit

Products and services

• Stirling Sports Online Store Direct-to-consumer e-commerce storefront at stirlingsports.co.nz selling sportswear, athletic footwear, and accessories from leading international brands (Nike, adidas, ASICS, New Balance, Converse, Birkenstock) plus licensed sports team merchandise, with online checkout, Afterpay BNPL, Shop Pay, Apple Pay, Google Pay, and major credit cards.
• Stirling Sports Physical Retail Stores Nationwide chain of Stirling Sports-branded brick-and-mortar retail stores across New Zealand offering in-store shopping of sportswear, athletic footwear, and accessories from multiple international brands, with locations discoverable via the Store Locator.
• Stirling Sports Franchise Opportunities Franchise program enabling entrepreneurs and small business operators in New Zealand to own and operate Stirling Sports-branded retail stores under licensing/franchise arrangements, exemplified by franchisees such as Hamleigh Holdings (which operated Stirling Sports The Palms and Stirling Sports Northlands in Christchurch).

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Four partnerships are on record, tiered core.

• NikecoreTechnology or IntegrationLeading brand partner offering athletic footwear, apparel and accessories. Nike products represent a significant portion of Stirling Sports' product range including Air Force, Air Max, Dunk, and running shoe lines.
• adidascoreTechnology or IntegrationMajor brand partner including adidas Originals and adidas Performance lines. Products include Samba, Superstar, Adizero running shoes, and sportswear. Multiple exclusive collections and collaborative styles.
• ASICScoreTechnology or IntegrationPerformance footwear partner specializing in running and training shoes including GT-2000, Gel-Cumulus, and Gel-NYC models available at Stirling Sports.
• New BalancecoreTechnology or IntegrationFeatured brand partner offering lifestyle and performance footwear including popular 327, 9060, and 2002R models alongside sports apparel.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Farmers (Farmers Trading Company): Farmers is a long-standing NZ department store retailer offering apparel, footwear, and sporting goods alongside broader categories. Comparable as a heritage NZ multi-category retailer with overlapping athletic and casual wear offerings.
• Foot Locker: Foot Locker is a global multi-brand athletic footwear and apparel retailer operating in New Zealand, carrying similar premium sneaker brands. Comparable as a global incumbent competing for the same sneakerhead and athletic consumer.
• JD Sports: JD Sports is a global multi-brand athletic footwear and apparel retailer with NZ operations, specializing in Nike, adidas, and New Balance product. Directly comparable in product mix and sneaker-focused customer experience.
• Briscoe Group: Briscoe Group is a major NZ homewares and sporting goods retailer (operating Briscoes and Rebel Sport stores in NZ). Comparable as a parent/operator of competing sporting goods retail formats and broader NZ retail expertise.

Direct peers

• Torpedo7: Torpedo7 is a New Zealand-based sporting goods and outdoor retailer offering footwear, apparel, and equipment across both physical stores and online. Directly comparable as a domestic NZ multi-category sporting goods retailer competing for the same customer base.
• Rebel Sport: Rebel Sport is one of the largest multi-brand sporting goods retailers in New Zealand and Australia, operating physical stores and an e-commerce platform carrying Nike, adidas, and other global athletic brands. Directly comparable to Stirling Sports in product mix, target customer, and multi-brand specialty positioning.
• Hunting & Fishing NZ: Hunting & Fishing is a New Zealand specialty retailer of outdoor, sporting, and active lifestyle gear with nationwide stores. Comparable as a domestic NZ multi-store sporting goods retailer targeting similar active consumer segments.

Others

• Noel Leeming: Noel Leeming is a major NZ electronics and appliances retailer owned by the same group that previously owned Rebel Sport. Comparable as a fellow NZ multi-store retail operator serving nationwide consumer demand, though in a different category.

Regional players

• Kathmandu: Kathmandu is a New Zealand-founded outdoor and lifestyle apparel retailer operating across NZ and Australia, with overlap in outdoor apparel, footwear, and active lifestyle merchandise. Comparable as a NZ-headquartered specialty retailer with overlapping customer segments.

Emerging players

• The North Face (NZ): The North Face operates brand stores in New Zealand selling outdoor and athletic apparel, footwear, and accessories. Comparable as a competing retail channel for premium athletic and outdoor merchandise carried by Stirling Sports.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/StirlingSportsNZ
• Instagraminstagram.com/stirlingsportsofficial
• LinkedInlinkedin.com/company/stirling-sports-limited

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stirling sports