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america’s athleisure obsession is crushing basketball sneakers
Despite the good performance of the entire sports shoe industry, according to Matt Powell, basketball sports shoe sales have been declining since mid-2015, down 20% in the first quarter, with NPD Group vice president and senior industry consultant.
\"I think we are in a very difficult situation on basketball shoes.
When we look at the business globally, the two most important countries in basketball are the United States. S. and China —
\"The rest of the world is just a small part of the basketball business,\" Powell said in a episode of Yahoo financial Sports Book podcast . \".
Adidas shoes and apparel manufacturers Adidas (ADDYY)
Is a major example of Powell\'s point of view. From 2011-
2015, Adidas\'s market share growth is in trouble.
The brand Stripe has steadily declined.
But things changed in 2016.
Adidas began to focus no longer on basketball shoes, but on fashion.
Forward Sports profiles such as Stan Smith, superstar, NMD and Tubular Shadow models.
Powell said the move was rewarded.
Adidas\'s market share rose from 4% in 2015 to 11% last year.
Jay Sole, analyst at AthleisureUBS, said the change in taste was partly responsible for the drop in basketball kicks.
\"People want comfort,\" he explained . \".
\"Five to ten years ago, people were wearing loose pants that you could wear. with]
Basketball shoes are really big. They still look cool.
Now the trend is the thinner bottom with narrower legs, the basketball shoes and that kind of pants really don\'t look good . . . . . . So, why is the number of basketball shoes really changing?
It\'s as simple as what kind of pants people wear.
Sole also noted that the footwear market is a highly integrated industry with 60% of the world\'s top 10 brands.
However, he pointed out that brands such as Puma, champion and Fila are performing better and better in the field of sports, and there is more room for development.
\"These brands have a way to give consumers what they want, and what they want now is the ability to exercise. ” he said.
According to Julie Tang, Yahoo fashion editor, the rise of sports is closely related to the rise of healthand-
\"As the health industry evolves, a new male and female defender seeks a healthier and more positive lifestyle --
With fashionable clothes.
You change your gym clothes quickly after exercise, but rather, on weekends, you go straight to breakfast or lunch in \"sportswear\" to meet friends.
Brands of Lululemon, such (LULU)
Outdoor sound and Aloha yoga are becoming more and more popular, as are the demand and growth of sports sneakers, \"she said.
The future of performance shoes, Powell said, \"We are absolutely in the sports cycle of clothing and footwear now . \".
\"In the first 40 to 50 years of what I call the modern sports shoe market, we have always had at least one performing category of fashion and fashion . . . . . . We are now almost 4 years old and don\'t have a performance category in the plus column;
We are in a cycle of movement, which is a fundamental shift for the industry as a whole.
\"On the Yahoo Finance sports book podcast, listen to sports shoe analysts Matt Powell and Reggie Wade and Dan Roberts talking about sneakers: Reggie Wade is a writer for Yahoo Finance.
Follow him on @ ReggieWade\'s Twitter.
Focus on Yahoo Finance on Twitter, Facebook, Instagram, Flipboard, LinkedIn and reddit.
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