Running Shoe Trends

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Feb 2014 from Leisure Treands:

RUNNING SPECIALTY RETAIL MARKET OVERVIEW: February 2014
Continued colder than average weather kept run specialty sales subdued. Totaling $59M, sales declined 4% from February 2013. Units fell a more substantial 11% as a 7% rise in average retail-selling prices mitigated dollar losses.
Neutral/cushion road running shoes kept positive momentum, gaining 6% in units and 11% in dollars to reach $20M. Compared to last February, stability models fell 11% to $17M and motion control shed another 17% to land at $1.5M.
Down a whopping 28% in units and 19% in dollars, apparel sales settled just shy of $6M. Nearly every apparel category contributed to February’s losses.
Up 3% to $3M, socks proved to be one of the few accessory categories to shake the February sales chill.
February 2014 OVERVIEW: Dollar Sales
· All Products: -4%

· All Footwear: -2%

· All Road Running Shoes: -2%

- Motion Control: -17%

- Stability: -11%

- Neutral/Cushion: +11%

· Trail Running Shoes: +16%

· Race Shoes: -16%

· All Minimalist Running Shoes: -29%

· All Apparel: -19%

· Sportswear: -18%

· Outerwear: -8%

· Accessories: -5%

Jan 2014 from Leisure trends

Here is the Jan 2014 figures from Leisure Trends:Road running shoes, accounting for 90% of the month’s footwear dollars, posted losses in both stability (-12% to $18M) and motion control (-13% to $2M) models. Neutral/cushion kept positive momentum, up 11% to reach $21M. [B]Minimalist running shoes shed a heavy 29% to land at $2.6M in January sales[/B]. The lightweight category captured 6% of the month’s running dollars compared to over 8% last year.[/QUOTE]
[QUOTE]January 2014 OVERVIEW: Dollar Sales
· All Products: -3%
· All Footwear: -1%
· All Road Running Shoes: -2%
- Motion Control: -13%
- Stability: -12%
- Neutral/Cushion: +11%
· Trail Running Shoes: +24%
· Race Shoes: +6%
· All Minimalist Running Shoes: -29%
· All Apparel: -13%
· Sportswear: -14%
· Outerwear: -12%
· Accessories: -1%

2013 Summary from SOS

RUNNING
• SALES OF RUNNING SHOES IMPROVED IN THE MID SINGLES FOR 2013
• STABILITY AND CUSHIONING BOTH GREW IN THE VERY LOW SINGLES FOR THE YEAR.
• MOTION CONTROL GREW IN THE HIGH TEENS
• LIGHTWEIGHT RUNNING GREW IN THE LOW TEENS.
• MINIMALIST/BAREFOOT RUNNING (NET OF NIKE FREE AND FLEX) DECLINED BY A THIRD AND WAS ONLY 3% OF ALL RUNNING SHOES SOLD.
• NIKE RUNNING GREW IN THE MID-TEENS AND SHARE EXPANDED 500 BASIS POINTS TO 58.9%
• UNDER ARMOUR RUNNING GREW ABOUT A THIRD TO 2.3% SHARE
• BROOKS RUNNING GREW ABOUT 20% TO 5.7% SHARE.
• ASICS HAS #2 SHARE IN RUNNING AT 13%. SALES IMPROVED IN THE LOW TEENS
• MIZUNO HAD A MID-TEENS INCREASE AND SAUCONY A SMALL DECLINE.
• ADIDAS RUNNING DECLINED IN THE LOW TEENS, BUT TREND IMPROVED AS WE MOVED THROUGH THE YEAR.

January 2014: Leisure Trends
December 2012

This December, running specialty sales declined 3% to total $69M at retail. Units fell 9% but average retail-selling prices rose 6%. Every major category suffered declines.

Road running shoe units fell 8% but the 5% jump in average retail-selling prices kept dollar declines to a more modest 3%. The neutral/cushion category dipped 1% in units but grew 5% in dollars. Stability units fell 13% and motion control crashed 26%.

Minimalist road running shoes dropped 33% in units and 31% in dollars this December and moved from 10% to 7% of all road running shoe units sold.

This December apparel units declined 14% and dollars fell 7% to total $11.5M at retail. The average retail-selling price for all apparel increased 8%. In dollars, sportswear fell 12% while outerwear edged up 1%.

December accessory dollar sales remained even at $17M even though units fell 8%. Colder and snowier conditions across much of the nation drove traction dollar sales up 174% and slipper sales jumped 159%. Socks gained 9% in units and 12% in dollars.

In 2013 all running specialty sales totaled $909M, a 2% increase over 2012. Total units, however, declined 4%.

December 2013 OVERVIEW: Dollar Sales
All Products: -3%
All Footwear: -3%
All Road Running Shoes: -3%
Motion Control: -22%
Stability: -9%
Neutral/Cushion: +5%
Trail Running Shoes: +9%
Race Shoes: -20%
All Minimalist Running Shoes: -34%
All Apparel: -7%
Sportswear: -12%
Outerwear: +1%
Accessories: FLAT

January 2014: SportsOneSource
December 2013

· Running shoes sales grew in the mid singles in December, off the high single digit year to date pace.
· Cushioning Running declined in the low teens, Stability declined in the mid singles and Motion control improved in the low teens
· Minimalist/Barefoot grew about 30%, but that all came from Nike Free and Flex. Nike Minimalist had 92% share and sales grew by about half. All the other brands combined declined by about half. Non-Nike Minimalist shoes were about 2% of all Running shoes sold.
· In overall Running, Nike had 64% share and sales improved in the low teens.
· Asics had 12% share on a high singles sales gain
· Adidas Running sales grew 25% with 3.3% share. Under Armour Running grew in the high singles
· Brooks, Mizuno and Saucony all posted declines for the month of December

January 2014: Leisure Trends:
November 2014

Road running shoes fell 3% in units but grew 2% in dollars this November. Neutral/Cushion styles kept the momentum going with units and dollars growing 6% and 12%, respectively. In units, stability fell 9% and motion control tripped a significant 21%.

Minimalist running shoes dropped 23% in units and 24% in dollars this November and moved from 9% to 7% of all running shoe units sold.

November 2013 OVERVIEW: Dollar Sales
All Products: +2%
All Footwear: +1%
All Road Running Shoes: +2%
Motion Control: -16%
Stability: -4%
Neutral/Cushion: +12%
Trail Running Shoes: +11%
Race Shoes: -18%
All Minimalist Running Shoes: -24%
All Apparel: +5%
Sportswear: FLAT
Outerwear: +28%
Accessories: +5%

December 2013: Leisure Trends:
October 2013:

On the continued strength of neutral/cushion styles ($22M, +22%), the running shoe category grew 9% to reach $42M this October. Stability shoes fell 2% to $18M and motion control models crashed 8% to settle at just over $2M. Minimalist road runners also tumbled, down a noteworthy 25% with just $2M in sales.

October 2013 OVERVIEW: Dollar Sales
All Products: +9%
All Footwear: +8%
All Road Running Shoes: +9%
Motion Control: -8%
Stability: -2%
Neutral/Cushion: +22%
Trail Running Shoes: -7%
Race Shoes: -14%
All Minimalist Running Shoes: -27%
All Apparel: +15%
Sportswear: +12%
Outerwear: +9%
Accessories: +9%

November 2013: SportsOneSource:
Third quarter:

RUNNING FOOTWEAR
• RUNNING AGAIN GREW IN THE HIGH SINGLES FOR THE QUARTER, DRIVEN BY SHARE LEADER NIKE (59.3% SHARE, +500 BASIS POINTS) WHO HAD A 20% SALES INCREASE.
• LIGHTWEIGHT RUNNING GREW IN THE HIGH TEENS. CUSHIONING DECLINED IN THE LOW SINGLES, STABILITY DOWN IN THE MID SINGLES AND MOTION CONTROL UP ABOUT 25%. MINIMAL/BAREFOOT (NET OF NIKE) DECLINED MORE THAN A THIRD.
• MEN’S RUNNING SHOES OVER $100 INCREASED NEARLY 20%.
• UNDER ARMOUR GAINED MORE THAN 20% IN RUNNING AND HAD 2.7% SHARE
• ADIDAS HAD A HIGH SINGLES GAIN ON THE SPRINGBLADE RELEASE.
• NEW BALANCE RUNNING DECLINED IN THE MID-TEENS

October 2013: Leisure Trends:
September sales figures:

Among the major categories, footwear alone posted dollar growth over September 2012, up 5% to $57M. With $51M in sales and 6% growth, road shoes accounted for most of the volume and growth within footwear. Minimalist road shoes continued their downward trajectory losing 10% to total just $3M. Stability road shoes held even at $23M and neutral/cushion models gained 14% to $26M.
September 2013 OVERVIEW: Dollar Sales
All Products: +2%
All Footwear: +5%
All Road Running Shoes: +6%
Motion Control: -16%
Stability: FLAT
Neutral/Cushion: +14%
Trail Running Shoes: +3%
Race Shoes: -4%
All Minimalist Running Shoes: -12%
All Apparel: -12%
Sportswear: -11%
Outerwear: -10%

October 2013: SportsOneSource:
September sales figures:

• STABILITY AND CUSHIONING RUNNING BOTH DECLINED IN THE LOW SINGLES. MOTION CONTROL GREW ABOUT 25%
• MINIMALIST/BAREFOOT (NET OF NIKE) DECLINED BY ABOUT AT THIRD AND WAS 3% OF ALL RUNNING, DOWN 200 BASIS POINTS FROM SEPTEMBER 2012

Sept 2013: SportsOneSoure
8 weeks period from mid-Jul to mid September

• RUNNING FOOTWEAR ACTUALLY IMPROVED FROM THE MID-SINGLE DIGIT INCREASE IN Q2, WITH A HIGH SINGLE DIGIT INCREASE FOR BACK TO SCHOOL. RUNNING SHOES NOT USED FOR RUNNING RESONATED WITH THE SCHOOL KIDS.
• STABILITY RUNNING DECLINED IN THE MID SINGLES, CUSHIONING IN THE LOW SINGLES AND MOTION CONTROL HAD A LOW TEENS INCREASE
• LIGHTWEIGHT RUNNING GREW IN THE MID-TEENS EVEN AS MINIMAL/BAREFOOT NET OF NIKE DECLINED ABOUT -40%.
• NIKE RUNNING GAINED 600 BASIS POINTS IN SHARE TO 61.3% ON AN 20% SALES INCREASE
• UNDER ARMOUR ALSO HAD A 20% INCREASE IN RUNNING WITH 2.8% SHARE
• ADIDAS RUNNING WAS HELPED BY THE SPRINGBLADE RELEASE WHICH REVERSED SEVERAL MONTHS OF NEGATIVE TRENDS. REEBOK RUNNING DECLINED AGAIN. NEW BALANCE RUNNING CONTINUED TO STRUGGLE
• THE CORE RUNNING BRANDS ALL HAD GOOD, IF UNREMARKABLE, BACK TO SCHOOL SALES. ASICS GREW IN THE HIGH SINGLES, BROOKS IN THE MID-TEENS, MIZUNO IN THE HIGH TEENS AND SAUCONY HAD A SMALL DECLINE.
• BROOKS HAS NOW MOVED SOLIDLY INTO THE #3 MARKET SHARE POSITION (BEHIND ASICS) WITH 5% SHARE.

August 2013: SportsOneSouce:
2nd Quarter 2013:

Running Footwear for second quarter grew in the mid-single-digits in dollars and in the low-single-digits in units
Sales of Stability Running shoes increased slightly while Motion Control shoes and Cushioning shoes both has low teens increases.
Minimal/Barefoot shoes (net of Nike Free) declined more than a third for the second quarter and was 4 percent of all Running shoes sold.
Nike Free had a 35 percent increase for the period.
Under Armour, Brooks and Mizuno Running shoes all had 30% increases for Q2. Asics has #2 share in Running and sales improved +14%
Saucony, Adidas and Reebok Running declined for Q2. Nike Brand Running +17% for the quarter as share expanded by 500 basis points to 57.6%
The hottest brands for Q2: Skechers, UA, Brooks. Skechers +29%. Skechers now 3rd largest market in Women’s Footwear behind Nike and Asics.

June 2013: SportsOneSource:
June 2013 sales figures:

♦ Minimal/Barefoot (net of Nike Free) saw a decline of 35 percent,
and contribution fell from 7 percent last year to 4 percent
this year. Every major brand (except Nike) saw deceleration
with many going negative. Nike Free sales improved
by one-third for the month.
♦ As brands have taken weight out of more conventional shoes
and consumers are rejecting the Barefoot concept, sales in
the traditional categories have bounced back. Stability Running
Shoes had a mid-single-digit decline in June, while
Cushioning enjoyed a mid-teens increase and Motion Control
grew in the mid-single-digits. Lightweight and Value Running
both gained about 25 percent.
♦ Running Shoes over $100 account for nearly three-quarters of the growth in Running for the month. Running Shoes over
$100 represented about one-third of all dollars sold in Running. Run Specialty does about 20 percent of the business
over $100, a much larger contribution than the channel has in the overall business.
♦ Under Armour Running Footwear grew more than 40 percent for the month. Brooks improved by one-third and Nike in
the high-teens.

May 2013: SportsOneSource:May 2013 Sales:

Minimal/Barefoot, net of Nike Free, declined by nearly -30% and was only 4% of all running shoes sold.

May 2013: SportsOneSource:
First Quarter 2013:

Running, declared dead by the stock market, continues to accelerate. Sales of Running shoes grew in the high singles for the period. The conventional categories have rebounded nicely.

Stability improved in the mid-teens, Motion Control more than +25% and Cushioning in the mid singles. Lightweight, which remains the largest sub category, grew in the low teens.

One casualty of the return to more conventional (but lighter weight) shoes has been the Minimalist/Barefoot trend. Net of Nike Free, Minimalist/Barefoot declined in the low teens and represented only about 4% of total Running. It appears this fad is pretty much over.

The core Running brands all had strong sales increases. Under Armour Running doubled for the year so far. Brooks and Mizuno improved about 40%, Asics about 25% and Saucony in the low teens.

Nike (60% share) Running grew in the high teens. Adidas and Reebok both declined sharply. Last year to date, Reebok had 10% market share in Running; this year their share was 3%.

First quarter 2013:

*Running shoes +11%
*Minimalist/Barefoot running (net of Nike Free) -14%
*Motion control +30%, Stability +6% and Cushioning +8%

February 2013: Leisure Trends:

Nearly every major and minor footwear category posted losses this February over last and including two traditionally strong road running categories: stability ($20M, -7%) and neutral/cushion ($18M, -8%). Trail runners fell 25% to $1M and the already depressed motion control road shoe category dropped 23% to $2M. Mitigating some of the 13% unit loss in the overall running shoe category, average retail-selling prices rose 6% to $106. Minimalist running, up 2% to $4M, and race shoes, up 7% to $2M, were the only significant footwear categories to escape the grip of February’s sales freeze.

February 2013 OVERVIEW: Dollar Sales
All Products: -8%
All Footwear: -9%
All Road Running Shoes: -8%
Motion Control: -23%
Stability: -7%
Neutral/Cushion: -8%
Trail Running Shoes: -25%
Race Shoes: +7%
All Minimalist Running Shoes: +2%
All Apparel: +9%
Sportswear: +3%
Outerwear: +9%
Accessories: -14%

Related Topics:
Leisure Trends | SportsOneSourceMarketshare of Running Shoes

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