14 Aug Q2 Athletic Footwear Sales Analysis
Q2 is the least important, smallest Quarter of the year for Sport Footwear. It is basically a transition from Easter/Spring Break selling to back to School. The quarter is dominated by sandal sales, basic white shoes and clearance.
Sales of Sport Footwear for the Fiscal second quarter ended August 3, 2013, improved in the low-single-digit in dollars and declined in the low-single-digits in units reflecting a mid-single-digit increase in average selling price to $58.19.
Highlights:
- Men’s and Women’s Sport Footwear grew in the low singles for the period, while kids grew in the high singles.
- Sales of Sport Footwear on the internet grew in the high teens and represented 9 percent of the dollars sold in the retailers measured by SportScanINFO.
- Sales in Brick and Mortar retail grew in the low-single-digits for the quarter.
- Sales at Athletic specialty and Full line improved in the mid-single-digits while Family Channel had a decline.
- Run Specialty had a high-single-digit increase for the quarter while Chain Specialty had a decline
- Sales were best in the Midwest, Mid-Atlantic and Southeast and worst in the Northwest.
- The Sandals business has struggled all year, with a low-single-digit decrease for the period. The biggest weakness was in outdoor sandals. Sport Sandals actually had a nice mid-single-digit increase. Nike had 50 percent share in Sport Sandals
- Athletic Walking Footwear grew more than 70 percent for the period driven almost entirely by the Skechers GoWalk program
- Basketball Footwear continued its strong gains up in the low-teens for the period. Fashion Basketball Footwear was 85 percent of sales and grew in the high teens. Jordan Basketball shoes slowed to a high-single-digit increase for the quarter. Jordan Basketball shoes had a 27 percent increase in Q1
- Running Footwear (the largest category) improved in the mid-single-digits for the period. Stability Running Footwear was flat for the period. Motion Control and Cushioning Running Footwear both grew in the low teens. Lightweight Running shoes also grew in the low teens. Minimal/Barefoot Running, net of Nike Free had a sharp decline. Nike Free gained more than a third for the quarter.
- The core Running brands all had good quarters.
Highlights by Matt Powell. For the full report, sign up at sportscan@sportsonesource.com