22 Sep Back To School 2014 Athletic Footwear Executive Summary
Back To School 2014 Executive Summary
Note: The Back to School period is measured as the last two weeks of July, the four weeks in August and the first two weeks of September. This eight week period represented about 20% of the total year’s sales in 2013
Back To School 2014 Footwear overview
Sales of Sport Footwear grew in the low singles for Back to School 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
Running shoes grew in the mid singles, driven by Nike fashion running styles
Cleated grew in the mid singles. Football shoes were up low singles while Soccer grew in the high singles for Back To School
Men’s sales declined in the low singles; Women’s grew in the low singles and Kids improved in the low-teens. Men’s was weak in Golf and Running, which offset good Basketball, Skate and Classics. Women’s had a good result in Skate, Classics and Walking which offset weak Running and Sandals. Kids had very strong period in Running (+50%) Basketball and Soccer.
Back To School 2014 Footwear sales by channel
Sales of Sport Footwear on the Internet grew in the low teens for Back to School and were about 10% of all shoes sold. Sales in Physical stores improved in the very 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 Mid-Atlantic and New England.
Back To School 2014 Brand Share
Skechers grew nearly 50% for the period, gaining 120 basis points in share to 3.7%. Skechers showed particular strength in Walking, Training and in Women’s Casual.
Puma grew more than 40% for Back to School was best in Lifestyle Athletic and Fashion Running.
Nike sales of Sport Footwear for Back to School grew in the mid singles and share improved 130 basis points to 47.6%. Jordan was up in the high singles and share improved 50 basis points to 12.9%. Converse sales grew in the mid singles with 3.3% share. This gave Nike Inc. 63.7% share for Back to School, the highest ever recorded for that period. Nike brand showed strength in Running and Basketball, which offset weakness in Training and Football
Adidas and Reebok declined sharply in Back to School. Adidas declined in all the important categories. Reebok Casual grew 70% for the period, a very positive development.
Under Armour footwear grew more than a third, with strong Kids (+70%) and sandals offsetting declines in Training. Football cleat sales have also been good for UA, up more than 20%.
Brooks led all Running brands with sales up in the high teens. ASICS had a low single digit increase for the period. Mizuno and Saucony both had declines while New Balance continued to struggle.
Vans improved more than 75% for Back To School
Back To School 2014 Top Selling model
1 NIKE AIR FORCE 1 LOW $88.66
2 NIKE FREE 5.0+ 2014 $92.42
3 JORDAN 6 $161.31
4 W NIKE FREE 5.0 2014 $92.60
5 NIKE AIR MAX 2014 $153.03
6 UA HIGHLIGHT MC $128.39
7 JORDAN 3 $165.24
8 NIKE AIR MONARCH IV $50.40
9 JORDAN 14 $168.51
10 NIKE ROSHE RUN $72.95
11 Converse ALL STAR OXFORD $42.18
12 Jordan TRUE FLIGHT $136.01
13 NIKE AIR FORCE 1 LOW $89.64
14 NIKE REVOLUTION 2 $43.16
15 W NIKE REVOLUTION 2 $43.49
16 NIKE KD 7 $148.22
17 NIKE FLEX RUN 2014 $69.86
18 K NIKE AIR FORCE 1 LOW $74.31
19 NIKE AIR FORCE 1 MID $92.72
20 K NIKE KD 7 $114.00
21 JORDAN 3 MID $161.86
22 Converse ALL STAR HI $47.44
23 NIKE SB ZOOM STEFAN $76.33
24 NIKE VAPOR CARBON ELITE 2014 $130.17
25 NIKE FINGERTRAP MAX $121.63
Of the top 250 models for Back to School 2014:
Nike had 136 (54%)
Jordan, 30 (12%)
ASICS, 14
Under Armour, 11
Adidas, 9
Skechers, 9
Converse, 9
Brooks, 7
Kids Footwear
Kids has been the hottest part of the sport footwear business for some time now.
Since Back to School is such an important part of the kids business, we’ll take a deeper dive.
Basketball is the largest category for kids and represented about a third of total sales. For Back to School, Kids Basketball sales grew about 35%.
In Kids Basketball, Jordan holds 63% share and Nike brand 34% (combined 97% share). Nike Kids Basketball more than doubled while Jordan grew in the mid-teens. UA kids basketball nearly doubled on a tiny base
Running is about 30% of the Kids business and, unlike in adults, the Kids running business grew by nearly half.
In Kids Running, Nike has more than 75% share and sales grew by more than half. Under Armour has less than 8% share but sales grew about 75%
Basketball
Basketball is a very important category in Back to School, representing about 20% of all sneakers sold.
In Back To School, Basketball grew in the mid-teens
Nike Basketball grew about a third for the period, while Jordan improved in the low teens.
Nike Inc. had a nearly 97% share in Basketball in Back To School
Adidas and Reebok Basketball both declined sharply
UA Basketball grew about 70%, driven by kids pricepoint shoes
Running
Running grew in the mid singles for Back to School.
UA Running grew nearly 50% with Adult Running up 35% and Kids’ Running up 75%.
Adidas Running declined in the mid-teens
Nike Running grew in the high singles. Flex and Roshe improved while Free declined.
Cleated Footwear
Cleated Footwear grew in the mid singles in Back to School. Football grew in the low singles, while Soccer improved in the high singles
UA cleated grew more than 35%, while Adidas was up about 10% and Nike declined in the low singles for the period
Back To School 2014 Apparel Overview
Back to School Sport Apparel grew in the low teens.
Fleece sales were up about 20%.
Active tops grew in the mid singles, driven by long sleeve tees, 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 mid singles, while kids grew about 15%
Nike women’s grew 20% and gained nearly 400 basis points in share. UA women’s declined in the low singles and gave up 100 basis points in share.
Nike Sport Apparel grew about 25% in Back To School, with share up almost 400 basis points to 34.4%
UA grew in the low teens, with share up 40 basis points to 16.3%
Jordan and The North Face Apparel grew about 20%, while Adidas posted a decline.