Adidas was a footwear stand out during Q2, but Nike still rules top-selling list.
Adidas excelled during an otherwise sluggish second quarter for the footwear industry, according to a report from NPD sports industry analyst Matt Powell.
After putting out strong Q2 results, including 20 percent revenue growth, Adidas led the pack in brand sales growth along with Puma, while Nike, Brand Jordan, Converse and Under Armour logged a decline in sales.
Q2 also saw a shift in category preferences that looks good for Adidas.
Demand for classics styles decreased: The category experienced only a mid-teens increase across the entire industry after a period of significant growth, and Adidas’ classics sales flattened. Sales for casual athletics — an area on which Adidas is capitalizing — however rose 50 percent.
“Market share leader Adidas is clearly exploiting this strong fashion trend,” Powell said.
Another note on categories: basketball footwear is still struggling, with sales down nearly 20 percent and all the major brands in the category hurting. Sales in running are also down. Powell said Nike running’s new initiatives “have not had much impact,” though Adidas’ running sales have doubled.
Despite Adidas’ success, Powell writes that Nike brands still lead the top-selling list, which included Nike Air Huarache, Nike Tanjun, Jordan XI Low, Converse All Star OX Low and Adidas Superstar in the top five slots.
He found that activewear sales are also down, by less than 10 percent, for the quarter. And private label activewear is challenging the major brands, with sales up for the second quarter.
Overall, the sales trend during Q2 was better than the previous quarter but Powell attributed the improvement to a late Easter. He said he anticipates soft sales for the back-to-school season, though he expects it to be the “most promotional one in 20 years.”