In the Race for Performance Running, This Brand Could Soon Overtake Nike in the Women’s Market

When it comes to the women’s performance running shoe market, the familiar phrase “It’s lonely at the top” isn’t necessarily true. The NPD Group Inc. senior industry adviser Matt Powell revealed on Twitter today that Brooks has the potential to pass Nike as the No. 1 women’s performance running shoe brand. Speaking with FN this afternoon, the industry insider stated Brooks was positioned at No. 2 last year in the category behind Nike, with sales up about a third. Nike sales, on the other hand, were down roughly 20%. Powell said if this trajectory continues, Brooks will pass Nike in the women’s performance running shoe category. “[Brooks is] really focused on the female consumer, they realize the opportunity there,” Powell told FN. “And as many of the performance running brands know that are in run specialty, the women’s business in the run specialty channel is equal to or greater than the men’s business. [Brooks has] had a lot of experience about building her up and I think it’s paying off for them now.” For Powell, the reason why Brooks continues to gain ground on the competition is simple: it starts with great product. “It’s about product that she likes to run in and feels comfortable with.

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