Nike and Adidas Are Losing Ground to These Competitors in Women’s Athletic Footwear

Nike and Adidas’ grip on the women’s athletic footwear market appears to have loosened a bit. Matt Powell, senior sports industry adviser for The NPD Group Inc., revealed on Twitter this morning that Nike and Adidas have ceded share to Skechers, Brooks, Vans and other leading labels in the first half of 2021. Speaking with FN, the industry insider explained that these ascendant brands are winning over women in multiple ways. “In the case of Brooks, [the brand] is winning with performance running, continuing to take share there. They’ve got great product, great marketing and they have judiciously expanded their distribution in the places where women are buying their shoes,” Powell told FN. “For Skechers, you have a brand that’s coming back into favor after a couple of years of going sideways, and they’ve had a huge share of the women’s business. And Vans, they’ve had some inventory issues but they’ve resolved that, and their women’s business has always been a significant portion of their overall business.” According to the NPD retail tracking service, women’s sport footwear grew 40% for the first half of 2021 compared with the same period in 2020. During this time, the market outpaced Nike and Adidas, who had year-over-year

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