What's Happening?
In the first half of 2025, U.S. footwear sales experienced a decline, with dollar sales down by 1% and units sold decreasing by 2%, according to a Circana report. Despite this overall downturn, the active footwear segment, particularly sport lifestyle and performance footwear, showed growth across all metrics. Running-inspired shoes, soccer, and cross-training styles contributed to a 3% increase in dollar sales within the sport lifestyle category. Performance footwear also saw a rise, with running and cross-training shoes experiencing a 7% increase in dollar sales and a 9% increase in unit sales. Walking shoes reported double-digit growth in both dollar and unit sales. Beth Goldstein, a footwear and accessories adviser at Circana, noted that sneakers are driving much of the growth, alongside versatile fashion styles.
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Why It's Important?
The growth in active footwear sales highlights a shift in consumer preferences towards sport lifestyle and performance categories, which are becoming increasingly popular among teen shoppers. Brands like Hoka and On are benefiting from this trend, experiencing double-digit growth in recent quarters. This shift is significant as it suggests that consumers are prioritizing value and versatility in their footwear purchases, even as prices rise due to tariffs and product mix shifts. Major brands such as Nike, On, and Deckers are adjusting their pricing strategies in response to these market dynamics, indicating potential changes in consumer spending patterns as the back-to-school and holiday seasons approach.
What's Next?
As the year progresses, rising prices may test the limits of consumer spending, making value a critical factor in footwear purchases. Brands are likely to continue adjusting their pricing strategies to combat tariffs and maintain market share. Adidas has indicated it will follow suit if tariffs persist, although it plans to remain competitive by not abandoning lower price points. The popularity of active footwear among teens suggests continued growth for brands like Hoka and On, which are expected to maintain their upward trajectory. Analysts are closely monitoring search trends and wholesale channel performance to gauge future market movements.
