05 Sep August 2014 Athletic Footwear Sales Recap
August 2014 Footwear overview
- Sales of Sport Footwear grew in the low singles in August in dollars and in units resulting in a low single digit increase in average selling price.
- Basketball improved in the mid-teens, in line with year to date trend
- Sandal sales were again down in the high singles.
- Running shoes grew in the mid singles
- Cleated grew in the mid singles. Football shoes were up low singles while Soccer grew in the mid singles for August
- Men’s sales declined in the low singles; Women’s grew in the low singles and Kids improved in the mid-teens. Men’s was weak in Basketball, Golf and Running. Women’s had a good result in Skate, Classics and Walking which offset weak Running. Kids had very strong month in Running (+50%) Basketball and Soccer.
August 2014 Footwear sales by channel
- Sales of Sport Footwear on the Internet grew about 10% in August and were about 9% of all shoes sold. Sales in Physical stores improved in the low singles.
- Family Footwear lead all channels with sales up in the low teens. In Family, Kids sales grew almost 50%
- Athletic Specialty/Sporting Goods had a low single digit decline.
- Run/Sport Specialty had a low single digit increase
- Sales grew best in the Northwest and South Central and worst in the Midwest and New England.
August 2014 Brand Share
- Skechers grew nearly 40% for the month, gaining 125 basis points in share to 3.6%, and passing Asics as the #4 brand and #3 company in the sneaker business. Skechers showed particular strength in Walking and in Women’s Casual.
- The other big news was that Puma grew 40% in August was best in Lifestyle Athletic and Fashion Running.
- Nike sales of Sport Footwear in August grew in the mid singles and share improved 100 basis points to 48.2%. Jordan was up in the mid singles and share improved 40 basis points to 13.6%. Converse sales grew in the mid singles with 3.4% share. This gave Nike Inc. 65.2% share in August, the highest ever recorded for August. Nike showed strength in Running and Basketball, which offset weakness in Training and Football
- Adidas and Reebok declined sharply in August. Adidas declined in the important categories. Reebok Classics nearly doubled for the month, a very positive development.
- Under Armour grew nearly a third, with strong Kids Running (75%) and sandals offsetting declines in Training. Football cleat sales have also been good for UA, up in the mid-teens.
- One other interesting data point: When we combine Apparel and Footwear, Under Armour did more sales than the Adidas brand in August.
- Brooks led all Running brands with sales up in the high teens. Asics had a low single digit increase for the month. Mizuno and Saucony both had declines while New Balance continued to struggle.
- Vans improved more than 70% in August
August 2014 Top Selling models
1 Jordan 3 $165.29
2 Nike AIR FORCE 1 LOW $88.70
3 Nike FREE 5.0+ 2014 $92.33
4 Jordan 6 $157.46
5 Nike AIR MAX 2014 $151.84
6 M UA HIGHLIGHT MC $127.80
7 Nike AIR MONARCH IV $50.04
8 Jordan 14 $168.65
9 W Nike FREE 5.0 2014 $91.90
10 Nike ROSHE RUN $73.15
11 Converse ALL STAR OXFORD $41.89
12 Jordan TRUE FLIGHT $136.11
13 Nike REVOLUTION 2 $42.40
14 Nike AIR FORCE 1 LOW $89.59
15 K Converse ALL STAR OX $38.55
16 W Nike REVOLUTION 2 $42.92
17 K Nike AIR FORCE 1 LOW $74.32
18 Nike KD 7
19 Nike FLEX RUN 2014 $69.99
20 Nike AIR FORCE 1 MID $92.52
21 Nike SB ZOOM STEFAN $76.49
22 M CNV ALL STAR HI $47.01
23 Nike Vapor Carbon ELITE 2014 TD $129.91
24 K Jordan 3 $118.25
25 Nike FINGERTRAP MAX $121.54
Of the top 250 models for August 2014:
- Nike had 137 (55%)
- Jordan, 33 (14%)
- Asics, 11
- Adidas, 11
- Under Armour, 11
- Skechers, 8
- Vans, 8
- Converse, 7
- Brooks, 6
- Basketball is a very important category in August, representing about 20% of all sneakers sold.
- In August, Basketball grew in the mid-teens
- Nike Basketball grew about a third for the month, while Jordan improved in the mid singles.
- Nike Inc. had a 97% share in Basketball in August
- Adidas and Reebok Basketball both declined sharply
- UA Basketball grew in the high teens
- Running grew in the mid singles for August.
- UA Running grew nearly 50% with Adult Running up 19% and Kids’ Running up 75%.
- Adidas Running declined in the high teens
- Nike Running grew in the high singles. Flex and Roshe improved while Free declined.
- Cleated Footwear grew in the mid singles in August. Football grew in the low singles, while soccer improved in the mid singles
- UA cleated grew more than 25%, while Adidas was up a in the low teens and Nike declined in the mid singles
August 2014 Apparel Overview
- August Sport Apparel grew in the low teens.
- Fleece was a standout category with sales up about a third.
- Active tops grew in the high singles, driven by long sleeve fitness tops and tanks
- Active bottoms improved in the mid singles, on the strong result from the Tights/Capris Fad (+90%)
- Men’s and Women’s Sport Apparel grew in the high singles, while kids grew about 25%
- Nike women’s grew 20% and gained 365 basis points in share. UA women’s grew in the low singles and gave up share.
- Nike Sport Apparel grew more than 25% in August, with share up 400 basis points to 36.3%
- UA grew in the mid-teens, with share up 30 basis points to 16%
- Jordan and The North Face Apparel grew in the high teens, while Adidas posted a decline.
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- The information in this report are my opinions, based on my analysis of the SportsOneSource US sales data, and do not necessarily reflect those of any other individual, business or organization.