Nike, Adidas and Skechers Among Top 20 US DTC Footwear Brands, According to Similarweb

Nike’s plan to grow its DTC capabilities appears to be on the right track, according to recent data from Similarweb, which analyzes web traffic. The Swoosh earned the top spot among U.S. footwear brands with a large DTC presence. This digital ranking from Similarweb was arranged in order of total unique visitors to each brand’s sites between January and August 2023, and included year-over-year percentage changes and market share of the top 20 DTC shoe brands. Only companies with a major footwear presence (20 percent of business or more) were eligible for the list, which went live late last week. With more than 201.94 million total unique visitors in the outlined time period, Nike earned the spot as the top U.S. DTC footwear brand. This marked 9.21 percent growth from the same period the prior year and gave Nike about 25 percent share in the market of the top 20 brands. In recent years, DTC penetration has been a top priority for Nike. The company rolled out its “Consumer Direct Acceleration” in June 2020, which involved zeroing in on DTC and digital channels and pulling out of some wholesale channels. As part of this push, Nike terminated multiple partnerships with certain retailers and cut back

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