NPD Group says parents are passing ‘athleisure’ trend on to children
18/08/2016
In the US alone, children’s athletic shoes accounted for more than 20% of sales of athletic shoes in the second quarter of the year. The overall sales figure for the US in the three months from April to June was $3.9 billion. Children’s shoes contributed almost $825 million of this, registering 10% growth compared to the same quarter in 2015.
Growth in the men’s category was 3% at $2.1 billion, while women’s athletic shoe sales were up by 4% to $1 billion for the quarter.
In comments on these figures in mid-August, NPD’s sports industry analyst, Matt Powell, also pointed out that children’s athletic footwear was the only segment to see an increase in average selling price.
“Why is the children’s market performing so well?” Mr Powell asked. “The answer has much to do with the fact that athletic fashion is now the wardrobe of choice for many adults, translating to consumers seeking the same for their children.”
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