The Global Sports Shoes Market Will Exceed US $95 Billion, But Why Is Nike ADI Afraid?

According to a newly released report by Grand View Research, the US Market Research Institute, the global market for sports shoes is expected to exceed US $95 billion by 2025 (about 659 billion 290 million yuan).

From basketball shoes, racing shoes to weekend casual sports shoes.

It has become an important fashion and luxury product. High tech or unique sneakers stand out in the market. Those who launch "special edition" and "super limited money" sports brands tend to become the focus of social media topics for a while.

The market for sports shoes has been expanding rapidly, and everyone wants to have a share, including luxury brands.

Recently, the most popular high-end brand in the field of sports shoes, parisen, has launched the Triple S old shoes. It has become a trend product, and it appears at the foot of all kinds of celebrities and entertainment stars.

The popularity of old shoes was first triggered by sports brand products. For example, Nike's Nike Air Monarch IV, high-end brands took the opportunity to win the sport brand.

Prada is also not to be outdone. The brand recently launched a fluorescent neon sport shoes Prada Cloudbust. Rubber soles are like clouds.

The brand also specially invited three cutting-edge photographers to record the story and the sparks of the Cloudbust series of shoes and young people in cities in Fukuoka, Shanghai and London, respectively. It is a very good publicity.

In addition, there is a joint series of French classic luxury brand Louis Vuitton and the street trend Fragment Design launched by Japanese trend Godfather Teng Yuan Hao.

Luxury brands are aggressive and the market is divided. Sports brands are not without worries.

Real worries in sports

In the view of Adidas group CEO Kasper Rothd, there is only one side force that can really influence the giant of sports shoes and clothing industry.

The high-end and luxury brands are a very micro part of the market. Taking Gucci and Versace as an example, their share in the sports shoes market is objectively very small and can not produce too much threat.

The difference between sports brand and high-end brand product is mainly whether the product can combine functional and aesthetic.

But the high-end brand sneakers may be more avant-garde and more artistic in design, but what they lack is the technological attributes of sports brand devoted every year.

Technology can help sports brands stay ahead of the competition with high-end brand sneakers, but in Roth's view, the threat from fast fashion brands is exactly what sports brands really need to think about and face.

"Now the change in the market environment is the fast fashion brand represented by the Zara, whose product cycle is shorter," says Roth, "the trend that these brands push is to be followed by sports brands.

Our own supply chain may one day be contended by fast fashion brands, so Adidas has pushed ahead with its own speed projects and launched faster and faster products.

Rothd's fears are justified.

Zara, Topshop and UNIQLO fast fashion brands have launched their own sports shoes and clothing series. UNIQLO is playing a big role in sports events and star sponsorship. This year, tennis superstar Federer has just taken Nike's own spokesperson.

Although the sports products of fast fashion brands are still not able to compete with professional sports brands in terms of functionality, their shorter product cycle, faster new speed and affordable prices have attracted many consumers, and their consumers directly overlap with sporting goods.

Under this pressure, Adidas CEO Rothd even suggested that Adidas should become the first fast sports brand.

By 2020, Adidas plans to sell 50% of its sales revenue from products that are rapidly designed and manufactured. The design and production of products should be based on the demand of the market in the current season to accelerate the upgrading and circulation of products.