Athletic Footwear Industry Analysis

Introduction
The athletic footwear industry in India has witnessed a phenomenal growth of functional sportswear market in the country. The athletic footwear industry in India has witnessed a phenomenal growth over the past seven years and now occupies a place of prominence in the Indian economy in terms of its massive potential for employment generation and export. The industry has witnessed brisk growth in the last few years driven by the rising income levels, amending lifestyles and the entry of foreign players in the industry post liberalization. The ever increasing popularity of cricket along with growing interest in sports such as football, hockey and tennis has contributed to the to the growth of functional sportswear market in the country.

 The country is hosting a series of international sporting events which is likely to boost the industry and increase sports awareness. In addition to this, Indian government is increasingly focusing on sports promotion, training and infrastructure, and exports of sports goods which include sports apparel, footwear and accessories. The restructuring and transformation of the athletic wear industry from unorganized sector to a professionally organized sector has also esteemed the growth of the Indian market for athletic apparels and footwear over the past few years.

Types of Shoes
Based on survey data by NPD group of purpose of athletic footwear Nearly 50% of sales is for Casual Athletic and Running

Size of Market
ATHLETIC FOOTWEAR MARKET SIZE ESTIMATES
Pairs Sold in Millions 1998 1999 2000 2001

Mens

155.200 161.661 170.316 175.010

Womens

106.486 115.755 125.999 119.973

Childrens 106.508 102.986 111.676 106.961 TOTAL 368.194 380.402 407.990 401.943

Size of Market
The males segment of the athletic footwear market have contributed significantly to the total market revenue in 2012, with an active demand for basketball shoes, lightweight running shoes, training shoes and soccer boots. O n the other hand, the Athletic footwear market has witnessed a strong demand for female athletic shoes, especially from the school/college going teens and young mothers. While, teens primarily demand for training and sports-inspired casual shoes for their outdoor usage, mothers have showcased preference for toning and running/jogging shoes.

Reasons for increasing Market Size

Several factors, including a thriving middle-class population, a paradigm shift in consumers attitude to health and fitness, an increase in the number of sports events and the growth of organized retail will drive the market. In addition to this, recent regulatory changes made by the government on FDI in retail, passed by the Union Cabinet, are expected to give a further impetus to the organized athletic wear market in India.

Market Share

Market Share
The global athletic footwear market was worth USD 74.7 billion in 2011 and is expected to reach USD 84.4 billion in 2018, growing at a CAGR of 1.8% from 2011 to 2018. Asia Pacific is leading the athletic footwear market with maximum share and is expected to enjoy a 41.6% share of the market in 2018, closely followed by Europe. The North America market is growing at a relatively slower rate, due to high labor cost, raw material cost and strong competition.

Reason For increase in Market Share

Factors driving the global athletic footwear market include growing awareness about healthy and active lifestyles, rising demand for comfortable footwear, rising demand for innovative footwear designs and technology, growing population and rising disposable income levels. The market is projected to grow at a CAGR of 1.8% from 2011 to 2018, and is expected to reach USD 84.4 billion in 2018.

Consumer Purchasing Habits

Traditional Mall Non-traditional Internet, television

Retail outlets
Shoe store

Footwear is one of
fastest growing categories on television television reach 100 million homes

Source: Footwear Journal USA

Consumer Purchasing Habits

Who? Men spend more per pair and buy more pairs of athletic footwear than women Womens and Childrens shoe sales growing more rapidly than Mens Nearly 33% of all athletic footwear spending is done by those aged 13-24 Less than 30% of athletic shoes purchased are for use in sports or fitness activities How? Internet orders (via websites) Telephone orders Walk-in orders (mall, outlets, etc)

Major Competitors
NIKE
Nike is an American MNC that is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971 The largest seller of athletic footwear and athletic apparel in the world and a major contributor of sport equipments with a revenue in excess of US$24.1 billion in its fiscal year 2012. As of 2012, it employed more than 44,000 people worldwide. The brand alone is valued at $10.7 billion, making it the most valuable brand among sports businesses.

Advertising by Nike

Adidas
Adidas is a German MNC that designs and manufactures sports clothing

and accessories It is the holding company for the Adidas Group, which consists of the REEBOK sportswear company Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world. Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established PUMA which was the early rival of Adidas. Registered in 1949, Adidas and Puma are both currently based in Germany.

Advertising by Adidas

Skechers
Skechers is an American shoe company headquartered in California, founded by CEO Robert Greenberg and his son Michael in 1992 Skechers' early products were utilitystyle boots and skate shoes; the company has since diversified to include thousands of athletic, casual and dress styles for men, women, and children

Advertising by Skechers
Skechers makes an effort to maintain a trendy and stylish brand image by using celebrity-driven advertising,[1] and has promoted its product with singers Brandy, Britney Spears, Christina Aguilera, The Black Eyed Peas, Ashlee Simpson, Carrie Underwood and David Cook; actors Robert Downey Jr., Rob Lowe and Matt Dillon; athletes Joe Montana, Karl Malone, Rick Fox, Meb Keflezighi and Wayne Gretzky; and TV personalities Kim Kardashian, Kris Jenner and Brooke Burke.[2]

Competitor Business Strategies

Nike High quality Adidas Form follows function

construction
Innovative design Collection based

Marketing
department begins design process

marketing
Focus sales on distributors, licensees, and subsidiaries

Greater emphasis
placed on design for an athletes need

Source: Nike website and 10K and Adidas website

Competitor Business Strategies

Reebok Grow sales through Skechers Fashionable footwear

distribution channels
Focus on relationship with major sports

Does not concentrate

on performance International

figures to enhance
brand image Resources devoted to advertising through various media

expansion by
leveraging domestic brand image Building brand image

Source: Reebok and Skechers websites and 10K reports