Athletic Footwear Report 2020: Statista Consumer Market Outlook

Athletic Footwear Report 2020
Statista Consumer Market Outlook
November 2020
Agenda
01 Overview 03 Consumer insights

▪ Market definition ▪ Analyst opinion
▪ Market overview ▪ Sales channels
▪ Segment overview ▪ COVID-19 impact on eCommerce
▪ COVID-19 impact ▪ Top eCommerce stores
▪ Revenue and growth
▪ Footwear: top 10 companies by revenue
02 Regional overview 04 Appendix

▪ Worldwide comparison ▪ Methodology
▪ KPI comparison ▪ Product overview
▪ Top countries by region ▪ Author
2
Athletic Footwear is an important part of the Footwear
market
Market definition
▪ The Athletic Footwear segment includes shoes specifically designed for sports purposes (e.g. soccer, tennis,
basketball etc.).
▪ The definition includes only functional sports shoes and excludes snow-ski footwear as well as skating boots.
▪ Most so-called "athleisure" footwear or sneakers, i.e. everyday footwear with an athletic appearance, are
excluded from this definition and can be found in the Sneakers segment.
In scope Out of scope

▪ Functional athletic footwear (e.g. for tennis, basketball, soccer, running ▪ "Athleisure" footwear (everyday shoes with athletic design)
etc.)
▪ Work and safety shoes
▪ Ski boots
3 Sources: Statista Consumer Market Outlook 2020

The Athletic Footwear segment accounted for 12% of
the Footwear market revenue in 2019
Market overview
Key takeaways Worldwide revenue share in 2019

▪ In 2019, the Footwear market generated a total revenue of US$439.0
billion worldwide.
▪ At 39%, Textile & Other Footwear was the largest segment of the Sneakers
Footwear market with US$172.3 billion in revenues in 2019. The
Athletic Footwear segment had a market share of 12% and its revenue 16%
amounted to US$51.6 billion in 2019. Leather
Footwear
▪ Key players in the Footwear market include NIKE, Inc., adidas AG, Yue 33%
Yuen Industrial (Holdings) Ltd., Puma SE, and SKECHERS USA, Inc.
Worldwide Footwear revenue in billion US$
4.3%1 39%
522.5 543.7 565.0 Textile & 12%
467.8 497.6 Other Footwear
439.0 432.1 Athletic Footwear
2019 2020 2021 2022 2023 2024 2025
1: CAGR: Compound Annual Growth Rate / average growth rate per year
In 2019, worldwide Athletic Footwear sales amounted
to US$51.6 billion
Segment overview (1/2)
Worldwide revenue in billion US$ Key takeaways

▪ The worldwide Athletic Footwear revenue will increase at a CAGR1 of
6.2% from 2012 to 2025, while Athletic Footwear volume sales will
69.6 grow annually by 6.2% in this period.
66.6
63.6 ▪ Due to COVID-19, the new 2020 forecast for the Athletic Footwear
60.1 segment is 5.8% lower than the original forecast.
+6.2%1
56.1 ▪ In the Athletic Footwear segment, Hong Kong (US$84.9) and United
51.6 51.4 States (US$44.7) had the highest annual revenue per capita in 2019.
48.8
46.2
43.5
39.7
36.2
33.8
31.9
US$51.6bn +6.2%
in 2019 CAGR1 2012–2025
Revenue
0.5bn pairs +6.2%

in 2019 CAGR1 2012–2025
Volume sales
2012 2014 2016 2018 2020 2022 2024
In the Athletic Footwear segment, volume sales
reached 0.5bn pairs in 2019
Segment overview (2/2)
Worldwide volume sales in billion pairs
0.6
0.6
0.6
0.5
6.2%1
0.5
0.5 0.5
0.4
0.4
0.4
0.4
0.3
0.3
0.3
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Due to COVID-19, the 2020 forecast for the Athletic
Footwear segment is 5.8% lower now
COVID-19 impact
Worldwide revenue in billion US$1

Pre COVID-19 Post COVID-19
69.6
69.6
66.6
66.6
63.6
63.6
60.6
57.6 60.1
54.6
56.1
-5.8%
51.6
51.6 51.4
2019 2020 2021 2022 2023 2024 2025
1: The most recent COVID-19 revision was released in May 2020

Worldwide Athletic Footwear sales will increase at a
CAGR1 of 5.1% from 2019 to 2025
Revenue and growth
Worldwide revenue in billion US$
69.6
+5.1%1
51.6
2019 2025
NIKE, Inc. had the highest total revenue of the top
companies in the Footwear market
Footwear: top 10 companies by revenue
Rank Company Year1 Worldwide company revenue in billion US$ No. of employees2
1 NIKE, Inc. 2018 36.4 73
2 adidas AG 2018 24.6 57
Yue Yuen Industrial (Holdings)

3 2018 9.7 348
Ltd.
4 Puma SE 2018 5.3 13
5 SKECHERS USA, Inc. 2018 4.6 13
6 New Balance Athletic Shoe, Inc. 2018 4.1 5
7 ASICS Corp. 2018 3.5 9
8 Wolverine World Wide, Inc. 2018 2.2 4
9 Feng Tay Enterprises Co., Ltd. 2018 2.1 120
10 Deckers Outdoor Corp. 2018 1.9 4
1: Reflects the most recent year for which data was available for all companies shown here 2: In thousand
9 Sources: Statista Company Database 2020, Puma 2020, New Balance 2020, Asics 2020
Agenda


10
In 2019, people of Hong Kong and Americans spent
the most on Athletic Footwear
Worldwide comparison
Revenue per capita ranking in US$ in 2019 Revenue share in 2019
Africa Australia & Oceania

Hong Kong 84.9
2%
1%
United States 44.7 Europe
United 25%
41.9
Kingdom
Norway 37.4
Asia
34%
Luxembourg 33.6
Austria 31.0
Netherlands 27.9
Iceland 26.9
Canada 26.7
Sweden 26.6 37%

Americas

Athletic Footwear sales in Europe will increase at a
CAGR1 of 5.1% from 2012 to 2025
KPI comparison – Europe (1/2)
Revenue in billion US$

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 98.1 101.1 103.9 107.0 111.7 116.1 119.8 123.5 119.3 127.9 134.8 139.8 143.8 147.7 3.2%
Athletic Footwear 8.8 9.2 9.6 10.5 11.5 12.2 12.8 13.2 13.0 14.0 14.9 15.6 16.2 16.8 5.1%
Share of total market

9.0 9.1 9.2 9.8 10.3 10.5 10.7 10.7 10.9 11.0 11.1 11.2 11.3 11.4 1.8%
(in %)
Revenue per capita in US$
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 118.3 121.5 124.6 127.9 133.0 137.9 141.9 145.9 140.6 150.7 158.7 164.6 169.3 174.0 3.0%
1: CAGR: Compound Annual Growth Rate / average growth rate per year from 2012 to 2025
In Europe, the UK was the country with the highest
revenue in the Athletic Footwear segment
KPI comparison – Europe (2/2)
Revenue ranking in billion US$ in 2019 Revenue per capita ranking in US$ in 2019
US$2 US$42 Out of scope
United Kingdom 2.8
Germany 2.1
Italy 1.3
France 1.1
Russia 0.8

Athletic Footwear sales in the Americas will increase at
a CAGR1 of 4.9% from 2012 to 2025
KPI comparison – Americas (1/2)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 115.2 122.2 130.2 138.1 146.1 151.9 157.7 164.6 159.9 174.8 187.2 197.3 205.7 214.1 4.9%

11.2 11.4 11.7 12.2 12.4 12.2 11.9 11.9 11.7 11.6 11.5 11.4 11.3 11.2 0.0%
(in %)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 125.7 132.1 139.4 146.4 153.4 158.0 162.6 168.2 162.1 175.7 186.8 195.5 202.5 209.4 4.0%
In the Americas, the U.S. was the country with the
highest revenue in the Athletic Footwear segment
KPI comparison – Americas (2/2)
United States 14.7
Brazil 1.3
Mexico 1.2
Canada 1.0
Argentina 0.4

Athletic Footwear sales in Asia will increase at a CAGR1
of 8.7% from 2012 to 2025
KPI comparison – Asia (1/2)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 88.8 94.7 100.2 105.3 111.1 117.2 125.6 133.2 134.9 145.5 154.6 163.0 170.7 178.3 5.5%

10.1 9.9 10.0 10.5 11.3 12.0 12.5 12.8 13.3 13.6 14.0 14.3 14.6 14.9 3.0%
(in %)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 21.8 23.0 24.1 25.0 26.2 27.4 29.1 30.6 30.7 32.8 34.6 36.2 37.7 39.1 4.6%
In Asia, China was the country with the highest
KPI comparison – Asia (2/2)
China 10.3
Japan 2.4
India 1.5
Hong Kong 0.6
South Korea 0.6

Athletic Footwear sales in Africa will increase at a
CAGR1 of 4.7% from 2012 to 2025
KPI comparison – Africa (1/2)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 8.2 8.7 9.3 9.7 10.3 10.9 11.8 12.8 13.1 14.5 15.7 16.8 17.9 18.9 6.7%

10.9 11.0 10.9 10.6 10.1 9.7 9.7 9.9 9.6 9.3 9.1 8.9 8.7 8.5 -1.9%
(in %)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 8.5 8.9 9.2 9.4 9.7 10.1 10.6 11.2 11.2 12.1 12.8 13.4 13.9 14.4 4.1%
In Africa, Nigeria was the country with the highest
KPI comparison – Africa (2/2)
Nigeria 0.3
Egypt 0.2
South Africa 0.2
Algeria 0.1
Angola 0.1

Athletic Footwear sales in Australia & Oceania will
increase at a CAGR1 of 5.3% from 2012 to 2025
KPI comparison – Australia & Oceania (1/2)

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 3.7 3.9 4.0 4.1 4.3 4.5 4.7 4.8 4.9 5.2 5.4 5.5 5.7 5.9 3.6%

8.3 8.3 8.2 8.2 8.5 9.0 9.5 9.6 9.7 9.8 9.9 10.1 10.2 10.3 1.7%
(in %)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR1
Footwear total 104.1 106.5 108.5 110.0 112.9 115.6 118.9 121.5 122.8 126.7 130.0 133.0 135.6 138.3 2.2%
In Australia & Oceania, Australia was the country with
the highest revenue in the Athletic Footwear segment
KPI comparison – Australia & Oceania (2/2)
Australia 0.39
New Zealand 0.06
Papua New Guinea 0.01
Fiji <0.01

In China, the Athletic Footwear segment will grow by
74.9% from 2019 to 2025
Top countries by region
Revenue in the top countries in billion US$1

Europe Americas Asia Africa Australia & Oceania
+24.6% +74.9%
18.3 18.1
14.7
10.3
+30.0%
3.7
2.8 +32.8%
+21.6%
0.3 0.3 0.4 0.5
2019 2025 2019 2025 2019 2025 2019 2025 2019 2025
United Kingdom United States China Nigeria Australia
1: Bar heights may vary due to rounded figures

Agenda


23
A key trend to watch for is the emergence of
performance-tracking smart running shoes
Analyst opinion
Trends
▪ The growing participation of people in sport- and fitness-
related activities and the availability of customizable footwear
are fueling the growth of this market.
▪ The influence of celebrity endorsements is pushing forward the

importance of this market.
▪ Some of the shoe models released by Nike in the early 1980s,

such as the Air Jordans, are still among its most popular shoes
today.
▪ A key trend to watch for is the emergence of performance-

tracking smart running shoes.
Recommended studies & reports

▪ Nike
▪ Adidas
▪ Puma
▪ Footwear market in the U.S.

Online retail‘s share of Footwear reached 20.2% in
2019
Sales channels
Footwear: worldwide revenue share

Online Offline
79.8% 78.2% 77.1% 76.4% 76.1%

83.1% 81.3%
20.2% 21.8% 22.9% 23.6% 23.9%

16.9% 18.7%
2017 2018 2019 2020 2021 2022 2023
25 Sources: Statista Consumer Market Outlook 2020, Statista Digital Market Outlook 2020
In 2020, consumers have shifted to purchasing
clothing online in all major eCommerce markets
COVID-19 impact on eCommerce
Online instead of offline purchases related to the COVID-19 pandemic

U.S. UK Germany China1
I have shifted to online purchases 64% 56% 52% 92%
Restaurant delivery / takeout 27% 14% 13% 36%

Food and drink delivery 26% 25% 9% 49%
Hygiene products 25% 17% 12% 64%
Household cleaning products2 22% 14% 8% 55%
Health products (e.g., medicine) 18% 11% 13% 28%
Clothing 15% 12% 20% 32%
Books 11% 11% 13% 23%
Games 11% 9% 10% 20%
Hobby supplies 11% 9% 10% 12%
Video 9% 5% 7% 24%
Music 7% 6% 7% 17%
Consumer electronics,
7% 6% 8% 22%
household appliances, furniture
Financial products and services 4% 3% 3% 20%
Magazines & newspapers 3% 5% 5% 9%
1: Survey period March 23, 2020 – May 3, 2020; 2: E.g., hand sanitizer, toilet paper
"Have you deliberately purchased any of these products or services online instead of offline because of the COVID-19 / Corona pandemic?"; multi-pick; base: n=19,259, all respondents
26 Sources: Statista Survey "COVID-19 Barometer 2020"; survey period March 23, 2020 – May 10, 2020
Vip.com was the biggest online retailer specialized in
Fashion globally in 2019
Top eCommerce stores by net sales
Biggest players with Fashion as their main product category in 2019
macys.com‘s global eCommerce

net sales: US$5.5 billion
kohls.com‘s global eCommerce

vip.com‘s global eCommerce
27 Sources: eCommerceDB.com
Agenda


28
We use bottom-up and top-down approaches for our
sizing of the markets’ status quo
Methodology (1/3)
Detailed analysis of the status quo in selected core Underlying data

countries
Macroeconomic indicators
We obtain the data from the Statista Consumer Market Outlook for our
▪ Country-specific statistical offices and census data
46 core economies, such as the United States, China, and Germany,
through an in-depth analysis of each market. To evaluate the markets, ▪ International organizations and associations
we use the latest data from various country-specific sources and
industry associations, survey results from our primary research (e.g., the Market research
Statista Global Consumer Survey), third-party studies and reports, as
▪ Consumer profiling – the Statista Global Consumer Survey
well as our industry knowledge. Because of the considerable amount of
information that is incorporated in the Statista Consumer Market ▪ Exclusive representative ad hoc surveys in selected countries on
Outlook and all the interpretation and analysis involved in the process, a specific current topics
detailed representation of the data sources for each data point is not
possible. Key player analysis & monitoring
Market sizes are determined using a bottom-up or top-down approach ▪ Company profiles and key performance indicators
based on an individual logic for each market segment. Demand-side
▪ Product and price monitoring
factors, such as per-capita consumption, are linked to various
performance factors, such as at-home and out-of-home consumption or ▪ News and trends
average customer turnover. All markets are assessed at retail prices
including country- and product-specific sales taxes and excise duties. Studies & third-party data
Other sources, such as household budget surveys on national levels,
▪ Market analyses and analyst opinions
complement the demand-side estimates.
▪ Annual reports and industry analyses
For detailed information regarding the methodology, please have a look
at our Consumer Market Outlook Methodology. ▪ Academic studies

We estimate the potential of non-core countries with
the help of macroeconomic and infrastructural drivers
Methodology (2/3)
Driver-based transfer of market data to non-core Non-core country market sizing exemplified by1 the
countries Hungarian Cosmetics market in 2018
The market data for non-core countries is generated using algorithmic
Step 1: Choose reference core country2 Poland Hungary
models. To compensate for the lack of available data and to evaluate a
(core country) (non-core country)
country’s potential, we use the performance ratios of core countries with
a similar infrastructure and similar development conditions as Step 2: Compare key market indicators3
benchmark values. Then we apply an algorithm-based calculation to
create market KPI estimations, using the country’s key market indicators Population 38.1m 9.7m
as drivers. Consumer spending per capita US$8,174 US$7,542
GDP per capita US$14,756 US$15,679
Over 100 driver data sets for 150 countries have been collected from a Price level index 44.0 44.8
variety of sources, including the International Monetary Fund (IMF), the Human development index 0.865 0.838
International Telecommunication Union (ITU), the World Bank, and many
others. The data sets either include a forecast from the source or are Step 3: Apply an algorithm to estimate market KPIs, using data from the
forecast by Statista using trend analyses and prediction techniques core country as base and the country’s key market indicators as drivers
based on historical data from 2000 to 2018. The drivers are categorized
and assigned to the markets so that the top three correlating drivers
Result: Poland Hungary
can then be selected for each market segment. (benchmark) (KPI estimated)
The chosen drivers do not only have the best mathematical fit, but they Average revenue per capita US$14.04 US$13.63
must also have an actual influence on the performance of the markets. If
specific drivers are not available for one country, they can be replaced
with a set of backup economic development drivers of more general
nature.
1: Simplified illustration 2: Several core countries are used to get the final results 3: Further key market indicators were used in the final algorithm
Our COVID-19 forecasts build on extensive research
Methodology (3/3)
Market environment Market shock Shock dissipation
Economic outlook Directly affected markets ▪ Revenues expected to return to long-term

trend eventually
▪ Expected impact on the general economy ▪ Directly impacted by quarantine measures
(GDP, consumer spending, investment, etc.) (e.g., Travel & Tourism) ▪ Recovery scenario in V-, U-, or L-shape,
depending on the market and country
▪ Based on current forecasts by the IMF, ▪ Recession reaction modeled based on
statistical offices, and our analysts analyst assessments, benchmark forecasts, ▪ Time span needed to return to long-term
leading indicators, as well as our own surveys trend: over 2–5 years
▪ Based on analyst assessments and available

benchmark forecasts
Pandemic outlook Indirectly affected markets

▪ Lockdown: phase of general quarantine ▪ Impacted by overall economic performance
(4–10 weeks) rather than by pandemic-specific events and
measures (e.g., most consumer products)
▪ Stabilization: phase of local and individual
quarantines, gradual reopening of the ▪ Recession reaction modeled by drawing on
economy (12–18 months) historical data (e.g., national accounts,
household budget surveys, and similar
▪ Reconstruction: phase after vaccines and statistics)
treatments have become widely available
(from mid- to late 2021)

About the Statista Consumer Market Outlook
200+ 150 13 50,000+

markets countries years (2012 – 2025) interactive statistics
The Consumer Market Outlook presents the key performance Home &
Accessories
indicators sales, revenues, and prices of the most important Laundry Care
consumer markets worldwide. Our specialized analysts’ market
calculations are based on data from validated sources. Alcoholic Drinks Hot Drinks
Household
▪ Revenues, volume sales, prices, and forecasts Apparel
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▪ More than 200 product categories in up to 150 countries
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▪ Covering the period 2012 to 2025 Electronics Drinks
Beauty & OTC

Personal Care Pharmaceuticals
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Food
Hygiene Paper
Tobacco
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Products
Furniture Toys & Hobby
Find out more on www.statista.com/outlook/consumer-markets

32
About the Statista Company DB
The company analytics platform
The Company Database provides information on more than 1.5 million listed
and privately held companies and contains the most important company key
figures as well as in-depth analyses. Additionally, we offer a wide range of
extra KPIs for listed companies. Use the Company Database as a starting
point for your market assessment. It is also the perfect tool for conducting
research on basic data and provides valuable insights into foreign markets.
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companies and more than 40,000 listed companies
Analyze your competitors and your industry
Find out more on https://www.statista.com/search/?companies

33
About the ecommerceDB
The toolbox for all eCommerce-relevant questions
ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region, and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information for over 20,000 online
stores.
In-depth analysis for over 20,000 online store URLs
Adjustable top, category, country & region

rankings
Download shop profiles for seamless processing

CONTACT US
Direct contact to our eCommerce analysts TEL +49 40 688 93 12 51
E-MAIL Sina.Pohlmann@statista.com
Find out more on ecommercedb.com

34
Author
Simon Lüdemann
Analyst
s.luedemann@statista.com
Simon Lüdemann studied Economics and International Economics with a focus

on the European Union at the University of Göttingen. His studies included a
stay abroad in Florence. He has gained a comprehensive understanding of
market structures working as a market researcher and analyst. In the Consumer
Market Outlook, he is mainly responsible for fashion and luxury.
www.statista.com

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Athletic Footwear Report 2020

Statista Consumer Market Outlook

01 Overview 03 Consumer insights

02 Regional overview 04 Appendix

In scope Out of scope

3 Sources: Statista Consumer Market Outlook 2020

Key takeaways Worldwide revenue share in 2019

Worldwide Footwear revenue in billion US$

2019 2020 2021 2022 2023 2024 2025

Worldwide revenue in billion US$ Key takeaways

0.5bn pairs +6.2%

2012 2014 2016 2018 2020 2022 2024

Worldwide volume sales in billion pairs

Worldwide revenue in billion US$1

2019 2020 2021 2022 2023 2024 2025

1: The most recent COVID-19 revision was released in May 2020

Worldwide revenue in billion US$

1 NIKE, Inc. 2018 36.4 73

2 adidas AG 2018 24.6 57

Yue Yuen Industrial (Holdings)

4 Puma SE 2018 5.3 13

5 SKECHERS USA, Inc. 2018 4.6 13

6 New Balance Athletic Shoe, Inc. 2018 4.1 5

7 ASICS Corp. 2018 3.5 9

8 Wolverine World Wide, Inc. 2018 2.2 4

9 Feng Tay Enterprises Co., Ltd. 2018 2.1 120

10 Deckers Outdoor Corp. 2018 1.9 4

01 Overview 03 Consumer insights

02 Regional overview 04 Appendix

Revenue per capita ranking in US$ in 2019 Revenue share in 2019

Africa Australia & Oceania

Sweden 26.6 37%

11 Sources: Statista Consumer Market Outlook 2020

Revenue in billion US$

Share of total market

Revenue per capita in US$

United Kingdom 2.8

13 Sources: Statista Consumer Market Outlook 2020

Revenue in billion US$

Share of total market

Revenue per capita in US$

United States 14.7

15 Sources: Statista Consumer Market Outlook 2020

Revenue in billion US$

Share of total market

Revenue per capita in US$

Hong Kong 0.6

South Korea 0.6

17 Sources: Statista Consumer Market Outlook 2020

Revenue in billion US$

Share of total market

Revenue per capita in US$

South Africa 0.2

19 Sources: Statista Consumer Market Outlook 2020

Revenue in billion US$

Share of total market

Revenue per capita in US$

New Zealand 0.06

Papua New Guinea 0.01

21 Sources: Statista Consumer Market Outlook 2020

Revenue in the top countries in billion US$1

0.3 0.3 0.4 0.5

United Kingdom United States China Nigeria Australia