Across the board
It’s not just Under Armour that has
noticed the huge potential in the athletic
footwear market. Athletic footwear and
apparel brand ASICS Europe reported an
overall net sales increase of 21% for the
first quarter of 2011, saying that the growth
was a result of running footwear posting
one of the highest sales figures in recent
years, with turnover rising by 34%. In
June, Nike reported that its fourth quarter
footwear sales had increased 19% to
$3.3bilion – showing significantly more
growth than its apparel sales (up 8% to
$1.4 billion) and equipment sales (up 5% to
$271 million).
Similar stories can be found in the
outdoor footwear market. Outdoor footwear
brand Sorel, a subsidiary of US-based
Columbia Sportswear, reported in August
that its second quarter sales had more than
doubled to $3.7 million, an increase of
106%. Columbia’s own footwear net sales
showed an increase of 29% to $50 million.
UK-based outdoor company Berghaus reported recently
that footwear has been its fastest growing category for the
last three years. From 2009 to 2010, units sold increased
by more than 100%, which Berghaus attributes to its
signature line of ‘Explorer’ walking boots, as well as more
recent additions. Last year the company hired a new head
of footwear, Barry McGeough, who developed a range of
new, more technical boots. “Berghaus has focused a lot of
effort into developing a strong, complementary collection
of low cut performance outdoor footwear, reflecting the
increasing popularity and wider market influence of multi-
activity shoes,” reads a statement from the company. “It is
in this latter area that Berghaus has seen the most rapid
increase in sales and market penetration, to such an
extent that the company recently announced a further
broadening of the collection for 2012, to include trail
running shoes and sandals.”
Germany-based footwear company Baltes specialises in
workwear shoes, but this year launched its first line of
trekking boots at the OutDoor show in Friedrichshafen,
Germany. The shoes feature a unique BOS System, combing
Baltes’ design with Outlast thermoregulation and SympaTex
waterproofing technology. They also feature ‘WellFoot’
shock absorption cushioning tailored to the wearer’s
specific requirements.
More choice, more sales
So why is it that so many brands are putting their athletic
and outdoor footwear offerings first? A major factor seems to
be that consumers have more choice now than ever before
and are moving away from the ‘one shoe fits all’ approach.
A pair of trainers that would once have been used for going
on a run, walking the dog and maybe even a casual game
of tennis no longer have their all-round performance
attributes – or rather, they are being outperformed in all
areas by shoes specially designed for specific activities. And
it’s not just that there are more options in the types of shoes
available – the options get even more varied depending on
the terrain they will be worn on. Road running, running on
a purpose-built track or trail running all require a different
type of footwear, and there is also a distinction between
racing and training shoes.
The more aware consumers are of their different footwear
requirements, the more shoes they will buy and the
better chance apparel brands such as
Under Armour have of taking a slice of
the lucrative footwear market.
Berghaus says that footwear has been its
fastest growing catergory for the last
three years, with sales doubling between
2009 and 2010.
CREDIT: BERGHAUS
A number of major athletic footwear
brands have recorded dramatic sales
increases this year including ASICS Europe.
CREDIT: ASICS
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BRANDS PUT FOOTWEAR FIRST