But Matt Powell, a senior sports industry advisor at the NPD Group, a New York-based market research firm, says a Southern California move might not mean a shoe-market boom for Davis. The Mid-Atlantic — including New York — is a bigger hoop-shoe hotbed, Powell says, and though Los Angeles is a massive media market that could raise Davis’ profile in other areas, it’s unlikely to lead to a spike in sales for the sneakers Davis sports. “He’s just not in a market where he’s really gonna drive sales,” Powell says.