Skechers Overtakes Adidas In U.S. Sports Footwear Market
When you think of sportswear in the U.S., most think Nike, then possibly Adidas and maybe Under Armour. But, there's another brand quietly make its mark... Skechers?
According to the Wall Street Journal, citing NPD Group, the Cali-based footwear brand has landed in second in the U.S. sports footwear market.
Skechers' 2015 second-quarter net sales saw an increase of 36.4-percent, helping them surpass Adidas to become the second-largest athletic-footwear company in America.
The brand currently has 5% of US market share, compared with 4.6% for Adidas. However, Nike still holds the largest share, with 62% of the market.
Skechers "is the latest beneficiary of the so-called athleisure trend in retail, with shoppers snapping up sport-styled clothes and shoes regardless of whether they plan to work out in them," writes WSJ.
The brand is making its move through strong marketing and advertising to families, especially children -- a smart move, being that kids typically outgrow shoes and need new ones throughout the year.