“In the past many thought that the February All-Star Game and March Madness drove the sales of the basketball footwear industry, but this year’s results so far show that is not the case,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.
Port Washington, NY (PRWEB) March 26, 2013
This year has already started out on the right foot with a dollar increase of 11 percent in January 2013, compared to January 2012, and also a 6 percent increase in February 2013, compared to February 2012. In comparison to other months, historically February has been one of the top generators of basketball footwear sales with an average of 12 percent dollar share since 2009.
“In the past many thought that the February All-Star Game and March Madness drove the sales of the basketball footwear industry, but this year’s results so far show that is not the case,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Retailers and manufacturers frontloaded their new footwear collections to get an earlier start on sales demonstrating it is the launch of the ‘second’ season for basketball when retailers and brands sell new and more products that drive the business, not these events.”
The total basketball market continues to be significantly dominated by three top brands, Brand Jordan, Nike, and Adidas. In 2012, Adidas had made significant gains in the category and has produced the highest market share increase since 2009
While the top three cities for total basketball revenue in 2012 were New York, Chicago, and Los Angeles, Washington, D.C. was the fastest growing out of the top 10 basketball footwear markets, and had the highest average selling price.
“Even though the younger generation who is purchasing basketball shoes is low on disposable income, they are the consumers who are jumping on the business. Basketball will be the category to watch as a key revenue driver in 2013,” stated Cohen.
*Total basketball footwear includes the categories of performance, sports lifestyle, and classic basketball shoes. Source: NPD Retail POS (point-of-sale) tracking service includes sales from the following channels: Athletic Specialty/Sporting Goods, Department Stores, National Chain, and Shoe Chain.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food / foodservice, home, office supplies, sports, technology, toys, video games, and wireless. For more information, visit http://www.npd.com and npdgroupblog.com. Follow us on Twitter: @npdstyle