Nike Women's Biz Gets Pounded as Toning Footwear Kicks Butt
NEW YORK (AdAge.com) -- Nike looks to have woman trouble.
The footwear and apparel behemoth's share of the U.S. women's footwear market slipped to 29% last month, down from 36.5% in the year-earlier period, according to SportsOneSource. Its sales of women's footwear, meanwhile, declined by mid-single digits even as the category grew in the teens.
It's no mystery where they went: Skechers and Reebok. Skechers tripled its share during the same period, climbing to 16.5% from 5.5%, and Reebok nearly did the same, jumping to 8% from 3.3%. Both of those marketers have invested heavily in the hugely popular segment of toning shoes, which artificially create additional resistance and turn a simple walk into more of a workout. Reebok is at work trying to widen its franchise with additional products including apparel under its Easy Tone brand.