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U.S. consumers are buying more comfort shoes and embracing “terrace styles” footwear, while Nike’s retro court styles are losing popularity, according to results from Stifel’s 2024 Back-to-School athletic footwear survey.
Stifel’s survey assessed trends in the U.S. market and used data from up to 110 stores, which include Dick’s, Academy, Foot Locker, Finish Line, Champs, and Hibbett Sports.
The responses showed increasing popularity of “dad shoes” like New Balance, Asics, and NIKE Vomero 5 and strong adoption of styles like adidas Samba, Gazelle, and Campus. Styles from Nike like Air Force 1, Jordan 1, and Blazer were losing popularity, the survey said.
The survey said that, with the exception of the Vomero 5, mainstream consumers are not yet responding to Nike’s other attempts at newness.
“Consumer preferences are shifting from neutral-colored court styles towards color, terrace styles, and comfort-oriented chunky dad shoes. NIKE’s over-reliance on retro court styles and broadening trends have opened up the door for challenger brands who have responded with one of the most fresh and exciting product lineups at multi-branded retail that we have seen in years,” the equity research firm wrote in an August 25 report.
The survey indicated that New Balance was the “most popular brand at stores” and registered year-to-year gains at all retailers. Terrace styles from Adidas were replacing court shoe styles for lifestyle wear, particularly with women.
Nonetheless, Nike retained the most popular shoe with the Dunk, which was referenced in 52% of checks, up from 30% in back to school 2023. But the company is seeing court shoe franchise dominance eroding, Stifel said.
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