The sports goods manufacturing industry is an important industry in China's national economy, which has a considerable amount of scale, and is also the main battlefield of deepening the structural reform of the supply side. Using Malmquist productivity index estimates sporting goods manufacturing industry Total Factor Productivity(TFP)in 15 provinces 2004—2013, and the results show that sports goods manufacturing industry TFP grew at an average annual rate of 3. 7%, technological change is mainly growth power source. Based on the dynamic panel regression model it is found that, main business income of location entropy, enterprise average asset size, and average schooling years of regional population have significant positive impact on sports goods manufacturing industry TFP. Therefore, under the new normal conditions, sports goods manufacturing industry of China should adhere to the road of cluster, scale, intensive development.