Athletic Footwear Holiday 2013 Executive Summary

Athletic Footwear Holiday 2013 Executive Summary

This analysis is from Matt Powell of

Holiday 2013 Footwear Overview

  • Holiday 2013 was more disappointing than expected.  Holiday 2013 had 6 fewer days, a whole week less than 2014 and the industry was not able to make that up. Predictions that it could be done were naïve and unrealistic. The real hit came in fiscal November which is where the 6th week was lost.
  • Sales of sport footwear for Holiday 2013 (defined as 11/24-12/28) declined in the high singles.  Sales for the first four weeks of Fiscal December improved in the mid singles.  November Sport Footwear sales declined -1%. Sales for November and December to date increased in the low singles. I’ll have a more complete December recap next week.
  • Units for Holiday declined in the low teens, resulting in an increase in average selling price in the mid singles
  • Sales on the internet were a whopping 16% of all sales and increased in the mid singles.  Sales in Physical stores only decline in the low teens. This trend does not bode well for the future.
  • Run specialty did not have a great Holiday as the colder than last year weather dampened running ambitions.
  • Full Line Sporting Goods/Athletic Specialty had a high single digit decline.
  • Family footwear declined in the high teens
  • Regionally sales were worst in the Rockies, South Central, and New England.
  • Basketball grew in the mid singles for the period as Nike brand basketball grew 20%
  • Running struggled, down  in the low teens, on the unfavorable weather comparison
  • Outdoor footwear also was a problem down in the low teens

Holiday 2013 Footwear Brand Share

  • Nike Holiday footwear sales declined in the mid singles as share grew 140 basis points to 41.3%. Jordan sales also declined in the mid singles with a 16.8% share.  Converse sales fell sharply
  • Adidas sales declined in the mid singles as share improved to 8%.  Reebok sales were down about 25%.  Skechers sales were down in the high singles.
  • New Balance continued to struggle.  Asics sales declined in the low teens, while Brooks, Mizuno and Saucony also had declines
  • Timberland grew about 25% while Keen and Merrell and The North Face all had declines.

Holiday 2013 Top Selling Models (with average selling price)

  • JORDAN RETRO 5, $161.08,
  • JORDAN RETRO 11, $170.39,
  • JORDAN RETRO 12 , $164.19,
  • NIKE FREE 5.0+, $94.48,
  • W NIKE FREE 5.0+, $94.91,
  • K JORDAN RETRO 11 $125.60,
  • JORDAN 6 RINGS, $158.60,
  • NIKE FLEX RUN 2013, $71.40,
  • NIKE AIR MONARCH IV, $46.69,
  • NIKE ROSHE RUN, $68.45,
  • NIKE AIR MAX+ 2013 $156.72,
  • K NIKE KD 6 $99.10,
  • TIMBERLAND 6 PREM WHEAT NUB 10061, $173.07,
  • K JORDAN RETRO 5 $115.61,
  • NIKE ZOOM SOLDIER 7, $120.97,
  • K NIKE ZM SOLDIER 7, $92.37,
  • W NIKE FLEX RUN 2013, $67.47,
  • NIKE HYPERDUNIKE 13, $129.02,
  • NIKE FREE TRAINER 5.0, $86.18,
  • NIKE AIR MAX 90 ESS, $97.05,
  • NIKE DUNK LOW PRO, $84.14