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trendy running shoes race up sales charts
Shoppers more interested in making a fashion statement than actually jogging are scooping up technologically sophisticated running shoes because they're comfortable and trendy,[link widoczny dla zalogowanych]. And they aren't afraid to pay up. pink,[link widoczny dla zalogowanych].
Sales of such shoes in the United States surged 14 percent to $6.46 billion in the 12 months through March, according to . And first-quarter profit gains pushed up shares at retailers from to Dick's Sporting Goods, evidence that a trend that began two years ago still has legs.
Since the recession, Nike and Adidas have tapped into consumers' demand for more value by offering a slew of running shoes that are easy on the eyes and on the feet, according to , an NPD analyst.
"We've seen the running-shoe business become a fashion business, as well as a comfort and innovation business," said Cohen. "When you put that together, that's a positive perfect storm."
Sales of running shoes are driving the entire athletic shoe industry. Ditto for Nike, which in fiscal 2011 generated almost 14 percent of its $20.9 billion in global sales from the running category.
Investors are betting sporting goods retailers and sneaker makers will continue to benefit from the running-shoe boom.
Adidas, Foot Locker,[link widoczny dla zalogowanych], Dick's,
Athletic footwear has long been worn off the court or field. Sneakers as fashion really took flight in the 1980s,[link widoczny dla zalogowanych], when rappers helped turn basketball shoes such as Nike's Air Force 1 and Adidas' Superstar into best-sellers. Later on,[link widoczny dla zalogowanych], Air Jordan basketball shoes became a fixture of urban street fashion.
While running shoes also have been used for everyday wear, sales surged in 2010 with the advent of lightweight shoes that weigh less than 10 ounces and come in a range of neon hues.
Toning shoes have played a part, too. In the depths of the recession in 2009, Skechers and Reebok,[link widoczny dla zalogowanych], a unit of Adidas, released toning shoes that promised to help firm up women's backsides. The Shape-ups and EasyTone brands were a stealth hit.
Sales surged through 2010 until consumers pulled back as regulators questioned the accuracy of ads touting the shoes' health benefits,[link widoczny dla zalogowanych]; toners were relegated to the discount bin.
Still,[link widoczny dla zalogowanych], toning persuaded consumers who'd rarely bought athletic shoes to pay $100-plus for fitness-oriented footwear,[link widoczny dla zalogowanych], according to ,[link widoczny dla zalogowanych], the chief financial officer at Shoe Carnival, a discount retailer.
Toning really captured "the consumer's interest in better health," said Jackson, who says shoppers now see lightweight runners the same way. Shoe Carnival now stocks several pairs for more than $100, and Jackson said he expects the Summer Olympics to boost sales because brands typically tout new innovations in the lead-up to the Games.
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