Running Shoes Hot by Fashion

Buyers interested in a fashion statement that they are actually touching jogging sneakers technologically advanced, as they are comfortable and fashionable. In addition, do not hesitate to pay. Exhibit A: $ 100 Nike Free sneakers in "hot toddy" known as pink.

Sales of such footwear in the United States rose 14 percent to $ 6.46 billion in the 12 months through March, according to NPD Group. Gains in revenue for the first quarter pushed up shares trading on Sporting Goods Foot Locker Dick, evidence that a trend that began two years ago still has legs.

Since the recession, a number of running shoes that are easy on both eyes and feet use Nike and Adidas to consumer demands for more value, said NPD analyst Marshal Cohen.

"We have seen the business running shoes, a fashion store and the convenience and innovation into a business," said Cohen, Port Washington, New York. "If that together, that's a positive perfect storm."

The sale of running shoes to drive the sports industry around the shoe. So it is with Nike, which generates in fiscal year 2011 almost 14 percent of its $ 20.9 billion in worldwide sales in the current category.

Investors are betting on sporting goods retailers and manufacturers of sneakers continue to benefit from the performance-footwear-boom.

Adidas, Foot Locker, Dick, Skechers USA, and DSW Shoe Carnival have risen more than 20 percent this year to 22 May compared with 4.7 percent gain for the 500 Standard & Poor 's. Finish Line and Nike have progressed at least 10 percent.

Sports shoes are used for a long time the court or field. Sneakers as fashion really took off in the 1980s as a rapper helped make basketball shoes like Nike Air Force 1, Adidas Superstar bestseller. Later, the Air Jordan basketball shoe has been an integral part of the urban street fashion.

In the running shoes were used for everyday use, sales increased in 2010 with the advent of lightweight shoes that weigh less than 300 grams and come in a variety of neon colors.

Toning Shoes played a role, too. In the depths of the recession in 2009, Skechers and Reebok, a unit of Adidas shoes that help tone the back of a woman, committed to be released. The Shape-ups and stealth marks EasyTone were successful.

Sales rose to 2010, he retired to consumers that regulators about the accuracy of ads touting the benefits of health shoes, toners were relegated to the trash off.

But consumers are convinced that tone only rarely bought athletic shoes for $ 100 or more would pay for the fitness-oriented footwear, said Kerry Jackson, CFO of Shoe Carnival, a discount store in Evansville, Indiana-based

Toning truly captured "the interests of consumers in better health," said Jackson, the buyer now pass light in the same way, he says. Shoe Carnival now has several pairs of more than $ 100, and Jackson said he expected the Olympics to boost sales, such as innovations brand new rule in the run up to promote the games.
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The course "casualization" of society has also inspired sales of shoes, according to Chris Svezia, an analyst at Susquehanna Financial Group in New York.

"We have more and more casual every ten years," said Svezia. "That in itself does not translate into good sales of athletic footwear, but it helps."

The demand for sneakers has helped manufacturers, retailers improve margins due to price increases to buyers, which in turn help to recover increased costs of raw materials, and labor may occur in Asia.

"We've been through these price increases, like butter," says Matt Powell, an analyst at SportsOneSource in Scarborough, Maine.

The rise of sports shoes will last as well as basketball and cross training shoes has become easier Svezia. However, the shift to consumer purchases of clothing or accessories, year, year compared to year are difficult, and the Olympics happen once every four years, he said.

"I see nothing on the horizon that seems to fall as the wheels are doing," said Svezia. Moreover, continued growth next year will be "a much bigger obstacle" to be.