09 Jun MAY 2014 Athletic Footwear Executive Summary
MAY 2014 Footwear overview
May is the smallest month of Q2. It is primarily a clearance month as retailers prepare for Back to School receipts
Sales for May gained in the low singles in dollars and were essentially flat in units, resulting in an increase in average selling price in the low singles.
Basketball sales grew more than 25%, but in May, Basketball contribution is lower than in Q1, so the leverage was not there.
Running had a low single digit gain, as the tech running brands did not sustain last year’s growth
May is historically the 2nd or 3rd largest month of the year for sandals. The early cold and wet weather hurt sales which ended down in the mid singles. Athletic sandals were particularly weak.
Walking shoes gained more than 20%, on the Skechers’ GoWalk program.
Men’s shoes sales in May were flat to last year. Women’s shoes sales gained in the mid singles on very strong Casual and Walking sales. Kids sales grew in the mid-teens, on strong Basketball and Running
Sales were best in the Northwest and Southeast and weakest in New England and the Midwest
MAY 2014 Footwear sales by channel
Sales of Sport Footwear on the Internet were 10% of all shoes sold and grew in the low teens. Sales on the Internet accounted for half of May’s increase.
The Full Line Sporting Goods/Athletic Specialty channel had a low single digit gain, as they could not leverage basketball, due to its lower contribution.
The Family channel grew in the mid singles on very strong women’s sales (up low teens)
Run Specialty had a mid-single digit gain
MAY 2014 Brand Share
Nike Brand had a low single digit gain, with share up slightly to 43.5%. Jordan grew by a third, as share jumped almost 300 basis points to 12.3%. Converse sales were flat with 2.8% share.
Nike Inc. had 58.9% share in May, the highest we’ve ever recorded for the month.
Adidas sales were down about -25%, while Reebok declined about a third. Adidas share fell to 5%, with Reebok share at 1.4%.
Skechers remains the hottest major brand with sales up about 30% and share gaining to 4.2%. Skechers is now sneaking up on Asics in terms of share.
New Balance continued to struggle. Asics sales declined in the low singles. Mizuno and Saucony both had declines. Brooks had a low teens increase for the month. Under Armour gained about 30%, with 2.7% share.
Vans sales grew 50%
MAY 2014 Top Selling models
1 JORDAN 6 $153.60
2 NIKE AIR FORCE 1 LOW $88.96
3 NIKE AIR MONARCH IV $53.37
4 K JORDAN 6 $119.16
5 NIKE FREE 5.0+ $90.90
6 W NIKE COMFORT THONG $25.33
7 NIKE ROSHE RUN $71.32
8 JORDAN 2 $148.62
9 W NIKE FREE 5.0+ $89.40
10 NIKE FLEX RUN 2013 $66.49
11 NIKE FREE 5.0+ 2014 $95.28
12 Converse ALL STAR OXFORD $44.15
13 W Skechers GO WALK $46.45
14 NIKE AIR MAX 2014 $168.28
15 W NIKE REVOLUTION 2 $44.72
16 JORDAN 11 LOW $150.55
17 W NIKE FLEX RUN 2013 $65.56
18 NIKE ROSHE $74.29
19 K Converse ALL STAR OX $41.73
20 NIKE AIR FORCE 1 LOW $86.12
21 NIKE AIR FORCE 1 MID $93.56
22 Converse ALL STAR HI $49.84
23 Asics GEL-KAYANO 20 $139.22
24 NIKE REVOLUTION 2 $45.31
25 NIKE BENASSI SWOOSH $18.53
Of the top 250 models for May 2014:
Nike had 131 (52%)
Jordan, 33 (13%)
May is an important month for the sandal business, being the 2nd or 3rd largest month of the year.
Sales of the month declined in the mid singles.
Sport Sandals declined in the low teens with every brand down except Under Armour.
Outdoor sandal sales in May grew in the mid singles. Teva and Reef improved in the high singles, while Merrell and Chaco had declines. Olukai grew more than a third.
Basketball Sales in May grew about 25%.
Jordan Basketball grew more than 40% and share leapt 700 basis points to 59.3%
Nike Basketball had a mid-teens gained with 36.5% share. This gave Nike Inc. Nearly a 96% share in Basketball for the month
Adidas (2.9% share) and Under Armour (0.2% share) both had steep declines in Basketball in May
Running shoes in May had a low single digit increase.
Men’s and Women’s running declined in the low singles, while Kids surged +30%. Kids Nike Roshe is white hot (likely selling to teen girls)
Nike had a high single digit increase as share jumped 300 basis points to 59.5%.
Adidas Running slowed to a low single digit increase after a high teens Q1.
Under Armour Running grew by nearly half driven by price point styles
Brooks grew in the low teens
Asics sales were flat for May, while Mizuno and Saucony both had declines. New Balance continued to struggle
May was a very interesting month for Casual Sport Footwear.
Total sales were flat to LY; Sales in Full Line Sporting Goods/Athletic specialty were down in the mid singles
Sales in the Family channel grew more than 20%
Even more interesting were the results of Women’s Casual, where overall sales were up in the mid-teens, with Full Line Sporting Goods/Athletic Specialty down more than a third and Family up more than 40%.
The top selling Women’s Casual model in the family channel was Vans Atwood, followed by Skechers Gratis In Motion, Chuck Taylor Oxford and Skechers Synergy.
The largest share gainer in Women’s Casual in the family was Vans
Overall performance by brand (all genders, all Channels):
o Nike + mid singles
o Adidas, down more than a third
o Skechers, +20%
o Vans, +50%
MAY 2014 Apparel Overview
Apparel sales for May grew in the mid singles
Socks were flat after having a torrid 18 month run
Tights and Capris were up more than double, with Nike up nearly triple and Under Armour up double
Women’s Sport Apparel grew in the high singles, with Nike up nearly 25% and Under Armour up about 20%
All genders combined, Nike and Under Armour both grew about 20%, while Adidas had a decline. Jordan sales were flat
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