June 2012 Footwear Sales
Nike ended the last week of the month strong with its release of the new Nike+ footwear and the highly sought after Jordan 12… Now the data has been totaled up for the entire month and just as I expected the swoosh wins again…
Lets start with Basketball, with June showing the strongest increase in sales and units sold, Basketball consumers have shown no resistance to the price increases that penetrated the market in the spring.
Basketball footwear had a sales increase of almost 40% in the month of June, with Nike basketball improving to a 35.3% share.
Jordan Brand improved 30% to 56.5% of the market, the 2 brands combined with Converse gave NIKE INC. a commanding 92% of the US Basketball market in June. Adidas Basketball was up around 25% and Reebok Basketball improved in the high teens.
Nike Training grew more than 30%, which helped to give them a controlling share of the market with a stellar 70.3%. Nike has re-introduced its training category with added force and emphasis on making normal consumers conscious product users as well as athletes.
Now on to running… Most of June’s running activity was found in the lightweight category, with lightweight footwear comprising around 40% of all shoes sold. This trend will probably continue as traditional running styles are rehashed for lighter counterparts. Minimalist /barefoot doubled and now holds 20% of all running shoes purchased, with NIKE FREE accounted for 69% of minimal product sold in dollars.
In a strange change in events, casual footwear is continuing its downward spiral with sales decreasing in the high single digits. Converse was up, due in part to the Chuck Taylor being a staple for the summer and Adidas picked up 25%in route to a 16% share of the casual footwear market.
Overall Market Share:
All information provided courtesy of Matt Powell analyst at SportsoneSource