Annual revenues for the U.S. sports footwear market grew by about 20% compared to 2020, although growth slowed to an average figure in the fourth quarter due to poor execution, supply chain delays, the end of stimulus payments and the lack of news in the market, according to The NPD Group.
According to Matt Powell, vice president, senior sports consultant at NPD, Nike and Jordan posted declines of about 10%, and Adidas achieved only a low single-digit increase.
For the full calendar year, men’s athletic footwear sales grew in the high teens, while women’s and kids improved by nearly 25%. Nike and Adidas both ceded share in the women’s business.
By retail channel, shoe chains led the industry with sales increased by more than a third. The premium channel grew by about 25%, while mid-range/value stores and sports specialty/sporting goods stores increased in mid-teens. Sales of the Nike brand grew in the low teenage years, while Jordan increased to half of the single digits. Together they have fallen more than 300 basis points in share in 2021. Adidas sports footwear sales grew by about 20%, surpassing Jordan in revenue to become the second athletic footwear brand of the year. Skechers sales grew by about 40%, along with Brooks, Van and Converse. Sales of Puma and Reebok grew by more than 60%. However, both brands slowed in the fourth quarter. Hoka's sales doubled and On's sales grew by more than 165% during the year. The growth of running brands for the year was helped by the high-performance racing category, which had an outstanding year, with dollar sales up more than 25%.
The skating and hiking categories grew at a similar rate, and the walking category improved by a third as activity-based footwear continued to perform well.
Basketball shoes grew their sales in the high teens due to strong scholastic results. Other scholastic sport footwear categories, including soccer, also did very well. On the other hand, the more casual — or sport lifestyle — side of the market grew only in the high teens, largely due to weak performance from Nike and Jordan.
The best-selling sneakers for 2021 (in order of ranking of revenue) were as follows:
- Nike Air Max 270
- Nike Air Force 1 '07 Bassa
- Nike Air Max Excee
- Nike Air Max 90
- Nike Revolution 5
- Adidas NMD R1
- Jordan I Mid
- Brooks Adrenaline GTS 21
- Nike Court Vision Low
- Nike Air VapormaxPlus
- Looking at the activewear market in 2021, while the sales trend slowed in Q4, growth remained strong. For the calendar year, activewear revenue grew by nearly 30%, versus 2020.
- The men’s and kids’ areas of the activewear market improved by about 30% in 2021, while women’s sales grew about 25%. Nike and Under Armour ceded share in women’s activewear in 2021, and private label gained share.
- In terms of major channels, both department stores and athletic specialty/sporting goods outlets grew revenues by about 30% for the year.
- By brand, Nike, Adidas, and Under Armour all underperformed the market in 2021, ceding share to others, including Puma and Reebok. Hanes and Fruit of the Loom also underperformed the total market, while Champion grew by nearly half. The aggregate of all retailers’ private-label brands grew in line with the market.
- Among the major categories, outerwear tops revenue grew in the low teens. Knit shirts, sweatshirts, and pants were in line with the market, and shorts outperformed. Underwear, bras, socks, and other basics all performed in line with the market.
