Athletic Shoes - US

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2008 - 87 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Overall sales growth steady, segment popularity shifts

New entrants, counterfeiting pose significant challenges to market

Largest segment experiences slowest growth

Men’s

Women’s

Children and teens

Retail channels

Age, activity level impact athletic footwear sales

Leading companies

Innovation and innovators

Athletes, races provide sponsorship opportunities

The people

Athletic shoe purchase

Brand commitment

Attitudes and purchase motivations

Teens and athletic shoes

The kiddie connection

Race and ethnicity

Market Size and Forecast

Key points

Basketball clangs the rim, fashion jumps ahead

Winners and losers

LFAs likely to have even greater appeal

Sales and forecast of athletic shoes

Figure 1: Total U.S. sales and forecast of athletic and rugged shoes, at current prices, 2002-12

Figure 2: Total U.S. sales and forecast of athletic and rugged shoes, at inflation adjusted prices, 2002-12

Competitive Context

Unconventional competitors seek market share

Shunning shoes altogether

Counterfeiting reaches a critical mass

Segment Performance

Key points

Sales and forecast of athletic shoes, by segment

Figure 3: U.S. sales and forecast of athletic and rugged shoes, by segment, 2002-12

Figure 4: U.S. sales and forecast of athletic and rugged shoes, by segment, 2005 and 2007

Segment Performance—Men’s

Key points

Narrow focus flattens sales

Versatile shoes also dampen sales

Sales and forecast of men’s athletic shoes

Figure 5: U.S. sales and forecast of men’s athletic and rugged shoes 2002-12

Segment Performance—Women’s

Key points

Yoga might bend the space out of shape

Fashion and sophistication look to be key

Sales and forecast of women’s athletic shoes

Figure 6: U.S. sales and forecast of women’s athletic and rugged shoes, 2002-12

Segment Performance—Children and Teens

Key points

Teens buy them, but won’t have much money

Figure 7: Athletic shoes/sneakers purchased in past 12 months, Spring 2007

But baby needs a new pair of shoes

Sales and forecast of children’s athletic shoes

Figure 8: U.S. sales and forecast of children’s athletic and rugged shoes, 2002-12

Athletic Shoe Categories

Figure 9: Manufacturer wholesale sales of athletic shoes by category, 2006-07

Retail Channels

Key points

Job cuts, challenging economy bolster sales at discount stores

Sales of athletic shoes by retail channel

Figure 10: U.S. sales of athletic and rugged shoes, by retail channel, 2005 and 2007

Retail Channels—Shoe Stores

Key points

Retail shoe stores will gain market share

Finish Line and Foot Locker battle it out

Branded athletic shoe stores hold their own

Sales of athletic shoes at shoe stores

Figure 11: U.S. sales of athletic and rugged shoes at shoe stores, 2002-07

Figure 12: U.S. sales of athletic and rugged shoes at shoe stores, by shoe store segment, 2005 and 2007

Retail Channels—Sporting Goods Stores

Key points

Green initiatives create cachet

Market share

Sales of athletic shoes at sporting good stores

Figure 13: U.S. sales of athletic and rugged shoes at sporting goods stores, 2002-07

Retail Channels—Discount Stores

Key points

A large selection and cheaper price tag allows discount stores to thrive

Sales of athletic shoes at discount stores

Figure 14: U.S. sales of athletic and rugged shoes at discount stores, 2002-07

Retail Channels—Clothing Stores

Key point

Slow and steady

Sales of athletic shoes at clothing stores

Figure 15: U.S. sales of athletic and rugged shoes at clothing stores, 2002-07

Retail Channels—Department Stores

Key point

Lack of expertise and competition from discount stores force sales down

Sales of athletic shoes at department stores

Figure 16: U.S. sales of athletic and rugged shoes at department stores, 2002-07

Retail Channels—Internet and Other

Key point

Online stores gain traction

Sales of athletic shoes at “other” outlets

Figure 17: U.S. sales of athletic and rugged shoes at other retail outlets, 2002-07

Market Drivers

Teen spending is important… but will decline

Figure 18: Total U.S. teen spending at current prices, 2002-12

An aging population could further slow sales

Figure 19: Participation in activities at least once per week, by age, March 2008

Obesity further threatens sales, yet presents new opportunities

Figure 20: Prevalence of overweight and obesity among Americans, 1988-2002

Sports participation

Figure 21: Top 15 most popular U.S. sports among those aged 7+, by participation, 2000-06

Hispanics will be an increasingly important customer

Figure 22: Population, by race and Hispanic origin, 2002-12

Figure 23: Buying power by ethnicity, 1990-2011

Leading Companies

Key points

Puma and Skechers benefit from changing tastes

Acquisitions change the face of the market, create opportunities

Nike finishes strong

Converse gets its game back

Worldwide revenues of select athletic shoe manufacturers

Figure 24: Select athletic shoe manufacturers’ worldwide revenues, 2005 & 2007

Brand Qualities

Introduction

Nike appeals to younger Americans

New Balance is about balance

Reebok and the everyday exerciser

Innovation and Innovators

Nike+ iPod

Toe then heel, instead of heel then toe

adidas is cooking

Advertising and Promotion

Overview

adidas “It Takes 5ive”

Nike looks beyond TV

New Balance

Reebok blurs lines between advertising and entertainment

K-Swiss stumbles

Television commercials

Style

Figure 25: Ecko television ad, 2007

Figure 26: K-Swiss television ad, 2007

Personal achievement

Figure 27: adidas television ad, 2007

Figure 28: New Balance television ad, 2007

Iconoclast

Figure 29: Nike 6.0 television ad, 2007

Figure 30: K-Swiss sports television ad, 2007

Street “cred”

Figure 31: Under Armour television ad, 2007

Figure 32: Vans television ad, 2007

Athletic Shoe Purchase

Key points

The impact of age on purchase incidence

Figure 33: Athletic shoes purchase incidence, by age, April 2008

Presence of children

Figure 34: Athletic shoes purchase incidence, by presence of children in HH, April 2008

Types of Shoes Purchased

Key point

Reasons for purchasing athletic shoes

Figure 35: Reason for athletic shoes purchase incidence, by age, April 2008

Types of shoes determine where to get them…

Figure 36: Types of sneakers/athletic shoes purchased in past 12 months, by age, spring 2007

Brand Commitment

Key points

How frequently brands are purchased

Figure 37: Athletic shoe brand purchasing behavior, topline, April 2008

Brand popularity

Figure 38: Brands of sneakers/athletic shoes purchased in past 12 months, by age, April 2008

Attitudes and Motivations

Key points

Comfort and price key to purchases

Figure 39: Factors that influence athletic shoe purchase, April 2008

Attitudes towards athletic shoes

Figure 40: Attitudes towards athletic shoe purchase, by age, April 2008

Fashion versus leisure

Figure 41: Reasons for athletic shoe purchase, by age, April 2008

Teens

Key points

Athletic shoes purchased among teens

Figure 42: Type of athletic shoes/sneakers purchased in past 12 months, by gender and age, April 2008

Teens and brands

Figure 43: Teen athletic shoe brand purchasing behavior, April 2008

Figure 44: Brand of athletic shoes/sneakers purchased in past 12 months, by gender and age, April 2008

Attitudes towards athletic shoes

Figure 45: Teens’ attitudes towards athletic shoe purchase, topline, April 2008

Kids

Key points

Shoe selection

Figure 46: Incidence of children choosing shoes, age, April 2008

Kids brands

Figure 47: Brand of athletic shoes/sneakers owned by kids, by gender and age, April 2008

Race and Ethnicity

Key points

For whom are you purchasing?

Figure 48: Athletic shoes purchase incidence, by race/ethnicity, April 2008

Race and ethnicity play a part in where people shop

Figure 49: Retail locations of athletic shoe purchase, by race/ethnicity, April 2008

Reasons for purchasing

Figure 50: Reasons for athletic shoe purchase, by race/ethnicity, April 2008

Simmons Cohort Analysis

Incidence of purchase

Figure 64: Athletic shoes purchase in past 12 months, by cohort, April 2008

Types of shoes purchased

Figure 65: Cohorts most likely to purchase jogging/running or cross training sneakers/athletic shoes, spring 2007

Brands

Figure 66: Cohorts most likely to purchase Nike, spring 2007

Appendix: Other Useful Consumer Tables

Athletic shoe purchase incidence

Figure 67: Athletic shoes purchase in past 12 months, by age, April 2008

Figure 68: Athletic shoes purchase in past 12 months, by presence of children in HH, April 2008

Types of athletic shoes purchased

Women’s share

But men more likely…

Figure 69: Reason for athletic shoes purchase incidence, by gender, April 2008

The factors for teens

Figure 70: Factors that influence teen athletic shoe purchase, topline, April 2008

The role of race/ethnicity on type of athletic shoes teen purchase

Figure 71: Type of athletic shoes/sneakers purchased in past 12 months, by race/ethnicity, Spring 2007

Teens brand purchase

Figure 72: Brand of athletic shoes/sneakers purchased in past 12 months, by race/ethnicity, Spring 2007

Racial/ethnic impact on kids brand ownership

Figure 73: Brand of athletic shoes/sneakers owned by kids, by race/ethnicity, Spring 2007

Kids’ choice

Figure 74: Incidence of children choosing shoes, by race/ethnicity, Spring 2007

Appendix: Trade Associations

Abstract

During 2002-2007, the U.S. athletic footwear market experienced slow growth of less than 3% per year at current prices. Advances in technology have always driven the athletic shoe market, yet a fusion of performance with fashion is becoming the predominant inspiration for new sales — most notably with young purchasers. Sports participation, and therefore shoes required to participate, are never static — men are exploring cross training more and more, and women are going to the gyms and studios.

This report offers discussion of the following topics:

• How athletic shoe brands have established distinct personalities, though some are trying to go through therapy for adjustments
• How women are helping to drive sales as they demand more fashionable options
• How a marketplace dominated by large companies such as Nike and Adidas can still have room for niche players that cater to specific needs
• How age and race/ethnicity figure prominently in purchase behavior and attitudes about athletic shoes
• How creativity and technological innovations can open up whole new worlds for manufacturers and consumers alike

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