After revealing the top selling footwear for 2017, sneaker expert and NDP Group’s sports industry analyst Matt Powell, now shares his latest report on the state of the athletic footwear market in the U.S. for the first quarter of 2018.
According to Powell, sport lifestyle, which is the the largest athletic footwear category, continued to grow for Nike and adidas, while Brand Jordan and Converse posted declines. In addition, skate improved by more than forty percent, with Vans leading the category, followed by sport slides growing more than 20 percent, all thanks to the athleisure trend driving these categories.
Powell also notes that performance footwear are on a decline, considering how much marketing dollars brands have invested into the performance category beginning this year, which have resulted into a disappointing turnout.
Nike and adidas' brand sales in particular, grew thanks to solid growth in the sport lifestyle category, while Converse sales were down in the mid-teens. Skechers also grew in the mid-singles, followed by Under Armour and Asics posting declines, and Brooks and, Vans with strong increases. Additionally, non-core sneaker brands like Steve Madden, Ecco, Roxy, and UGG all experienced gains in sales, and Powell notes that, "the athleisure trend is carrying these brands."
Furthermore, Powell shares the most important data by revealing the top-selling footwear of 2018 in dollar sales so far, which surprisingly, does not include any adidas model, as the company continues to diversify its portfolio.
The top ten sellers, dominated by the Swoosh and Jordan Brand comprised of basketball and running silhouettes, consist of the Roshe-like Nike Tanjun, Air Jordan 11 Low, Air Jordan 1 High OG, Nike Air Max 270, Nike Air Huarache, Converse All Star Low, Nike Revolution 4, Air Jordan 9 Mid, Nike Air Force 1 Low, and the Nike Flex Contact runner.
In comparsion, you can peep the ten most valuable sneakers of the first quarter of 2018. For the full detailed breakdown, head on over to NPD.
Also, in case you missed it, Kanye West and adidas are reportedly making “millions” of YEEZY Boost 350 V2s.