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US: athletic footwear hit hard by Covid-19

May 8, 2020 United States
US: athletic footwear hit hard by Covid-19
In its analysis of the first quarter of the year NPD confirm the expectations: Covid-19 has had significant impact across US athletic footwear and activewear businesses
For quarter one athletic footwear dollar sales declined in the mid-teens. The men’s and women's markets were down in the mid-teens while kids declined in the high teens. Month by month, January sales grew by about 10%, February was down in the low single digits and March was down much further, by 40%, as the pandemic hit hard in the US.

Analysing the data by channels athletic specialty/sporting goods stores and shoe chains registered declines in the high teens, while moderate department stores dropped in the mid-teens and premium department stores were down in the mid-singles.

Looking at specific categories, those pertaining to spring sports were the hardest hit as most of these sports have been cancelled or postponed – baseball, soccer, and golf shoe sales declined an average of 30%. Performance basketball and sport lifestyle each declined in the mid-teens. Running footwear sales also dropped in the mid-teens, and skate shoes (which were fast growing before the pandemic) were also hard hit in the period with sales declining by 20%.

In terms of brands, Nike brand footwear sales declined in the high teens, Brand Jordan was down in the low teens, and Converse dropped by more than 30%. Adidas, Skechers, ASICS, and Vans declined in the teens, Under Armour was down about 25%, and Fila declined by nearly half. On the bright side, Brooks had a mid-single digit increase and Puma improved in the low singles.

Image credits: Stanislav Kondratiev on Unsplash

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