Sales dollars and average selling prices are up but units sold are down for athletic footwear halfway through the back-to-school season, according to NPD analyst Matt Powell.
According to Powell’s Snearkernomics report, sales of sports lifestyle shoes from July 7 to Aug. 24 were up mid-single digits, a smaller life than past seasons. The category, which represents 57 percent of BTS sales according to NPD, has struggled without a hot item to catalyze sales. Skate shoes sales increased in the mid-teens, and sales of performance basketball and training styles both dropped. Vans continued to dominate, with sales up almost 25 percent.
“The U.S. athletic footwear market is still very promotional, primarily driven by the brands’ own direct business,” Powell wrote. “This promotional environment, coupled with the lack of a hot item or a hot brand of scale, does not bode well for the rest of back-to-school and the upcoming holiday season.”