Abstract
During 2002-2007, the U.S. athletic footwear market experienced slow growth of less than 3% per year at current prices. Advances in technology have always driven the athletic shoe market, yet a fusion of performance with fashion is becoming the predominant inspiration for new sales - most notably with young purchasers. Sports participation, and therefore shoes required to participate, are never static - men are exploring cross training more and more, and women are going to the gyms and studios.
This report offers discussion of the following topics:
- How athletic shoe brands have established distinct personalities, though some are trying to go through therapy for adjustments
- How women are helping to drive sales as they demand more fashionable options
- How a marketplace dominated by large companies such as Nike and Adidas can still have room for niche players that cater to specific needs
- How age and race/ethnicity figure prominently in purchase behavior and attitudes about athletic shoes
- How creativity and technological innovations can open up whole new worlds for manufacturers and consumers alike
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