Earlier this month we highlighted the 10 most valuable sneakers of 2018 Q4. Now, we’re back to detail what happened in U.S. athletic footwear during Q4, courtesy of insight from senior industry advisor at The NPD Group, Matt Powell.
According to Powell, the U.S. athletic footwear market grew its sales in the high single digits in Q4, with cold and all-weather boots leading the charge early on. As styles sold out, and customers began to anticipate warmer weather, boot sales declined.
While Kanye West and adidas YEEZY continue to crank out the releases, and make more pairs available at that, the brand experienced an increase in sales more than six times the previous amount. With a higher number of sneakers hitting the market, it remains to be seen if demand will coincide.
Nike also saw an uptick in sales in the mid single digits during Q4, while Jordan Brand and Converse declined. Overall, however, there seems to be a renewed interest in the world’s largest athletic footwear company.
Lastly, Powell notes that sport lifestyle, which includes athletic-inspired and casual sneakers, grew by 10 percent. Casual lifestyle footwear outsold classic models, and running shoe sales were up in the low-single digits.
Will these trends continue in the new year? We’ll obviously have to wait and see.
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