Nike'S Monopoly Will Not Shake The US Market And The Dark Horse.
Recently, The NPD Group, an American industrial research firm, produced a report on the consumption market of sports shoes in the United States.
It is not surprising that Nike and its Jordan brand ranked first, with a market share of 62%, leaving competitors far behind.
The US shoe brand Skechers ranked second in the 5% share, while the German brand Adidas ranked third in the 4.6% row.
In addition, the top three brands of sneakers are Asics, New Balance, Under Armour, Reebok and MIZUNO (Mizuno), respectively. New
Nike and Jordan
brand
The market share is more than half, so the market share of other sports shoes brands is only one digit.
However, in this
consumer market
In the report, the American shoe brand Skechers, which pressed Adidas and Under Armour, remains the focus of attention.
"This is the most underrated company, and it is better than the market," the analyst wrote in the report.
The brand, which is not prominent in the sports market, surpasses sports giants such as Adidas for the first time, becoming the second in the American sports shoes market.
Founded in 1992 in Skechers, California, USA, it started with a single product of leather boots.
A few years later, the company began to dabble in other footwear styles, including casual shoes, canvas shoes and sandals.
At that time, the development strategy of Skechers was to produce imitation products of famous brand shoes, which were favored by consumers at low and middle levels because of their low price.
The brand began to enter the fitness market in 2009, which made them truly become the United States.
Consumer
Hot shoe brands.
This time they did not imitate the famous brand again, but launched it.
Independent design
Fitness shoes with brand style.
At that time, Skechers was the first to sell body sculpting shoes and body repair shoes in the United States. In the past second years, the fitness shoes have been selling well locally.
After that, the company gradually became a brand with fitness as its core, and sports shoes such as running series running shoes were launched.
With the help of sports shoes, Skechers sales in the 2014 fiscal year amounted to $24 billion (about 148 billion 874 million yuan), and its share price doubled last year.
It has been reported that the Skechers company's investors are increasing at a time when their performance is improving.
In response, analysts at Morgan and Stanley said: "Skechers has changed from a generic brand to a brand with its own independent design and unique style, and constantly improving its factory and distribution layout."
{page_break}
In addition, Skechers is changing its market.
marketing strategy
。
Last October, the company signed a contract with the US pop singer Demi Lovato, making it a spokesperson for the brand in the next three years.
Skechers signing
Popular
The purpose of artists is to attract the attention of young people, and then help brands expand their product lines.
Recently, the company also launched golf series sneakers and invited professional golfer Matt Kuchar as spokesperson for the series.
In addition, its spokesmen include NFL legendary quarterback, baseball star, Boston marathon champion and American voice award winners.
Signing this series of sports celebrities endorsing, launching fashionable fitness shoes and running shoes, the intention of Skechers is obvious - doing something in the field of sports and fashion.
Although Skechers is the second in the American sports shoes market, it is far from Nike, and its athletic attributes are also inferior to those of traditional sports brands.
What's more, sports brand has not been successful in the field of fashion. Is it possible to do a fitness shoe brand? This is still a difficult problem for the dark horse in the US.
In contrast, the Under Armour, which is still in its infancy, is much better.
This Native American brand, famous for sportswear such as tights, has not been large in the market for sports shoes.
But in the past two years, Under Armour has been making great efforts in sports shoes products, and the basketball shoes products, which are mainly made up of Stephen Currie boots, continue to be hot, helping young brands grow rapidly.
NPD's report shows that this is the first time that Under Armour has become the forefront of the US sports shoes market share.
As Under Armour continues to consolidate its position as the second sports brand in the United States, its share in the sports shoes market has been on the rise. It will bring a lot of impact to old tycoons such as Arthur and New Balance.
- Related reading

Shoes And Skirt Are The Most Beautiful, And The Summer Is Casual And Sweet.
|- News and information | Pakistan's Industry And Trade Association Asked The Government To Save The Textile Industry.
- News and information | Denmark'S Largest Textile Company Began To Turn Its Production Base Out Of China.
- policies and regulations | Cleaner Production Technology And Application In Dyeing And Finishing Industry
- policies and regulations | The Latest Regulations On Leather And Fur Export
- Investment leisure | Jennifer Brand Underwear Is Gorgeous. Exquisite And Elegant!
- Investment leisure | Our Brand, You And I Co Operate!!
- Investment leisure | OWL08 Investment In Autumn And Winter!!!!
- Investment leisure | "China. Hanjiang Casual Wear World Inviting Business!!!
- Investment leisure | Dorinda (Womenda) Mature Brand Women'S Clothing National Investment Promotion
- Investment leisure | "King Of The Zodiac" 3.15 Quality And Service Promise Honest Enterprise
- The Basic Deduction Of Jane'S Fashion
- Wujiang Carries Out The Comprehensive Rectification Action Of Stereotype Machine In Printing And Dyeing Industry, Standardizing The Orderly Development Of The Industry.
- Why Is Bedclothes Private Custom Popular In Home Textile Terminal Market?
- Women'S Shoes: The New Favorite Of Women'S Shoes Industry
- There Are Three Pairs Of Colors In Spring And Summer: Red With Green, Blue With Orange, And Huang Peizi.
- Nike'S New Multi Sensory Cool Advertising Is Located In Hongkong.
- Strengthening Cooperation In Textile Industry Between Fujian And Taiwan To Promote Academic Exchanges And Industrial Development Of Textile Disciplines
- Adidas Also Touted The New Style Of New Shoes.
- How Do People Choose Clothes, Horses, Saddles And Wedding Clothes?
- Men's Personalized Era Opens The Trend Vane In The Internet.