In marketing, the evolution of products and services is analyzed through the so-called product life cycle (CLP).. 

It is equivalent to a systematic observation from the birth to the death of the product (or service) itself. The curve is defined by an initial phase, when the product-service is presented as new; to a growing phase, when it moves progressively; a phase of mature product, when there is stabilization and consolidation; finally, to an involutionary phase, when the product-service falls towards its decline and eventually disappears from the market..

It is possible to assert that the product-service of sports and motor activity is, overall, identifiable in the maturity stage.

It is essential to know the phase of the product life cycle, any marketing strategy, must consider the phase of the CLP to link suitable initiatives to the situation.

Each phase poses different and separate problems; it is impossible to study an approach to marketing without knowing what the situation to refer to.

Here are some variables that can be identified in the four phases:

• In the initial phase the objective will be that of diffusion: the market will be restricted, the consumer an innovator, the competition reduced or almost absent, the image almost unknown..
• In the growth phase the objective will be that of the affirmation: the market will be enlarged, the consumer an imitator (progressive), the growing competition, the image in fast affirmation.
• In the stabilization or maturity phase, the objective will be to survive: the highly segmented market, the mass consumer (moderate). the selected competition, the established image.
• Finally, in the recurring or declining phase the objective will be to re-launch: the contracted market, the consumer a conservative, the falling competition, the faded image.