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NPD Report: Back-To-School Athletic Footwear Sales Off To Healthy Start

Source:CHINA SPORTING GOODS FEDERATIONRelease time:2021-09-09Clicks:
Article From:SGB MEDIA
According to the NPD Group, overall athletic footwear sales in the first six weeks of the back-to-school season, ending August 14, 2021, grew by 20 percent versus 2020 and in the high-single-digits versus 2019.
“There is no doubt that the child tax credit checks and a meaningful growth in wages contributed to strong sales,” said Matt Powell, VP, senior industry advisor, sports, the NPD Group.
Kids’ footwear sales improved by almost 40 percent during this time, as the delayed and often virtual 2020 school year altered consumption patterns;
Women’s athletic footwear continued strong, up almost 30 percent versus 2020 and increasing 21 percent over 2019;
Nike and Adidas continued to cede share in women’s athletic footwear;
The men’s market was the “laggard,” with sales rising versus 2020; and
The men’s athletic footwear category struggled to offset the flooding of last year’s limited-edition shoes.
NPD said the ongoing comeback of performance running shoes continued during the first half of the back-to-school season, with sales growing by about one-third versus last year, with walking shoes growing almost 60 percent.
Growth in hiking shoes was softer, up in the high-single-digits compared to 2020; however, the category was one of the few to grow in 2020;
Sales of basketball shoes increased this year but declined by nearly 20 percent compared to 2019; and
The sport lifestyle category, casual, athletic-inspired sneakers, increased in the mid-teens versus 2020. Skate footwear grew by more than 45 percent.
By footwear brands:
Nike grew though it underperformed the market;
Jordan sales were negative during the first half of the back-to-school season;
Converse sales nearly doubled due to strong women’s results;
Nike ceded more than 500 basis points in share for the first half of the back-to-school season versus 2020. Its shares were flat over 2019;
Adidas sales grew in the high-teens;
Skechers sales were up about 50 percent;
Vans sales nearly doubled;
Under Armour, Brooks, and Asics each rose by more than one-third;
Puma improved by nearly 75 percent;
Reebok sales grew more than 50 percent; and
On passed Hoka One One in sales, its business grew four-fold.
“I expect the second half of this year’s back-to-school season 2021 will be positive though more challenged than in the first half. Last year’s strong September results will temper growth,” said Powell.

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