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After an unseasonably warm November, the most notable change this week is the return of positive growth in apparel. As a result, apparel and footwear sales improved in unison on a trailing 3-week basis for the first time since the end of Q3. The chart below comparing November to historical norms is a compelling illustration of just how significant a factor temperature was last month. Meanwhile, athletic footwear is continuing to trend up and has had positive growth each of the last two weeks giving us further confidence that 2010 will mark the year that athletic footwear outperforms. Good for FL, FINL, NKE, KSWS and UA. With demand returning and temps beginning to normalize, the weak comp guidance thrown out there by some of the sporting good retailers (e.g. DKS) appears to be less likely than trends suggested just a few weeks ago – better on the margin for DKS, COLM and VFC.

Sports Apparel/Footwear: Rebounding from (not so) Hot November - FW App Industry Data 12 9 09

Sports Apparel/Footwear: Rebounding from (not so) Hot November - Sporting Goods Channel 12 9 09

Sports Apparel/Footwear: Rebounding from (not so) Hot November - Nov Temp 12 09

Sports Apparel/Footwear: Rebounding from (not so) Hot November - Dec Temp 12 09