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|Nike and Under Armour are reeling this year from weak sneaker sales, and their woes are bringing down retailers. Footwear store chain Finish Line, which is heavily dependent on Nike Air Presto Dam selling Nikes, plunged 18% on Tuesday after it warned investors that sales were in trouble.
But Adidas has bucked the trend, stealing market share from Nike Air Max 1 Womens the big U.S. players. How?
Adidas figured out one crucial thing last year: people buy sneakers as fashion statements as much as athletic gear.
The company succeeded last year in reviving some of its classic sneakers and tapping into a desire for retro chic footwear. The Superstar, the popular shell-toe shoes from the 60’s, was the Nike Air Huarache Womens best-selling sneaker last year, bumping Nike from the top seat for the first time in more than a decade.
Adidas has changed the game with its “willingness to embrace Nike Air Max Zero Womens non-athlete social influencers who have resonated well within current consumer trends,” according to Baird analyst Jonathan Komp. Its association with fashion luminaries like Kanye West, Jay Z and Alexander Wang has helped it build up a solid following for the brand among people who wear sneakers in casual situations.
Adidas, continuing www.rostfriaarbeten.se its success with Stan Smith and Superstar from last year, has managed to maintain its footwear sales growth at around 30% in 2017. According to data from retail researcher Nike Air Max 2017 Femme NPD Group, its U.S. market share for sneakers is now up to 11.3% as of May 2017, almost doubled from 6.3% last year. It’s now expanding its sneaker lines to take market Nike Air Huarache Damen share in areas like running.Nike, on the other hand, was slow to react to the shifting landscape. Historically, Nike has been known for its cutting-edge technology www.royerimprimeur.fr that helps athletes perform better. Its brand is associated with athletes like Michael Jordan and Tiger Woods.
Although Nike sneakers tied to retro and fashion styles (such as the Air Force One) are doing well, they haven’t done enough to offset a clear downtrend in the performance brands, wrote Komp in an email to Barron’s Next.
Under Nike Air Odyssey Dámské Armour has also failed to cash in on the retro trend, largely because it’s a relatively new company without a brand heritage, suggests Jim Duffy, analyst from Adidas Superstar Womens Stifel.