The main objective of this study is to identify, in the sports goods industry, how the strategies of the firms, during the period of 2001 to 2003, affected their positioning and consequently their performance. The most important strategic dimensions adopted by the firms, which reflect the way they compete, are also identified. Lastly, the presence of strategic groups is also evaluated in the industry. The database used if constituted of 24 firms and contains information regarding their strategic behavior. It´s considered 08 strategic variables, 03 performance variables and 05 environmental variables. The data collected was analyzed using multivariate statistical methods such as factor analysis, cluster analysis and MANOVA. The results obtained through this analysis suggest that medium performance difference among constituted strategic groups can be explained as a function of differences in strategic decisions of each firm in the sample.