19% Will Buy Athletic Footwear this Year

Athletic footwear dollar sales grew 8% in the first half of the year and average selling prices increased by 7%, building momentum for the market as back-​to-​school season approaches, according to global information company The NPD Group. The classics are making a comeback. With sales up 25%, it was the hottest category overall in the first half of the year.

‰ÛÏJune is a prelude to back-​to-​school, making this mid-​year performance a positive indicator for the back-​to-​school season,‰Û said Matt Powell, sports industry analyst, The NPD Group. ‰ÛÏThese sales results in the first half of 2015 bode well for a strong second half of the year.‰Û

Everything Old Is New Again

The classics are making a comeback. With sales up 25%, it was the hottest category overall in the first half of the year. This growth was driven by retro running shoes, which more than doubled in sales. Women‰Ûªs classics grew by 77% and men‰Ûªs by 20%, both driven by retro running sneakers. The children‰Ûªs market was driven by big increases in classics as well as cross training.

The running category is beginning to see improvement, with sales increasing by 1% from January through June, after a flat performance during this time last year. The growth was driven by women and children, as men‰Ûªs running sales remained flat. Among both men and women, the walking category fared well, growing in the double-​digits, as did cross-​training, which increased by 12% among women and 4% among men.

Athletic Footwear Mid-​Year Brand Share

  • Nike/​Jordan 58%
  • Skechers 5%
  • New Balance 5%
  • Asics 4%
  • Adidias 4%

*Athletic footwear categories include: Skate, Walking, Hiking/​Lite Hiking, Casual Athletic, Outdoor Sandal, Sport Slide, Classics, Basketball, Running, Soccer/​Football, Cross Training, Baseball, and American Football in Strong Mid-​Year Results for Athletic Footwear Market an Encouraging Indicator for Back-​to-​School Season.

According to AudienceSCAN, 19% of U.S. consumers plan to buy new athletic footwear in the next 12 months. 53% of them are men and 22% are aged 45–54. They are 98% more likely than average consumers to run/​jog for exercise. 20% enjoy watching tennis on TV or in person. Consider getting your footwear retailers to run daily deals: 31% of shoe shoppers took action after seeing one in the past 30 days. And don't be afraid to advertise to those bargain shoppers! 28% used mobile devices to compare pricing at a competitor while shopping!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.