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Summary
The global sneaker market, valued at $91.01 billion in 2022, has seen a variety of trends since 2020. Despite a significant drop in sales due to the COVID-19 pandemic and measures such as confinements and production stoppages, which impacted major companies such as Nike and Adidas that recorded heavy losses, the market has rebounded with a focus on online sales to maintain sales. Aware of the environmental footprint of production of around 14kg of CO2 per pair, companies are increasingly turning to sustainable materials, coinciding with a growing consumer preference for eco-responsible options, particularly among young people (18-24 year-olds are the most willing to pay more for sustainable sneakers).
Upscale segments and demand from collectors, particularly for limited editions and vintage reissues, have also increased, contributing to the market's growth momentum. Meanwhile, France, a notable market where one out of every two pairs of shoes sold is a pair of sneakers, has seen a strong post-pandemic recovery, with the footwear retail sector reaching 5.39 billion euros by 2022. Although the country is a net importer under HS code 640411, with sneaker imports reaching $1.267 billion in 2022, the coverage rate has fallen to 46% in 2022, suggesting a reduction in domestic production relative to imports.
Resilient demand and evolving ecological awareness in the French sports footwear market
In recent years, the French athletic footwear market has proved remarkably resilient and dynamic, with signs of steady growth. Sneakers have transcended their athletic origins to become an essential part of everyday fashion, with almost 50-60% of all footwear sales coming from this category. The appeal of sneakers is not limited to young people, but extends to all age groups, thanks to their comfort and style.
A combination of factors, including the desire for a sporty lifestyle and the comfort of clothing, has reinforced the importance of this market. Despite a decline in the national footwear market, the French sneaker sector remained dynamic, with a market value in the region of 3.5 to 4 billion euros. This resilience is also evidenced by the increase in the average transaction value for sneaker purchases, with notable rises in the 50-euro brackets and particularly in those over 200 euros, underlining a significant shift by consumers towards high-end sneakers.
In addition, the sharp increase in sneaker exports, particularly to European countries such as Spain and Germany, testifies to the strength of international demand for French products. The digital sphere has also significantly influenced purchasing habits, accounting for around 20-30% of sneaker sales, with the remainder still preferring physical multi-brand stores.
An increasingly environmentally conscious consumer base is evident in France, where around 30% express a marked preference for sustainably manufactured sneakers. The trend is pronounced among young people, high-income groups and self-proclaimed sneaker enthusiasts, who show a willingness to invest more in eco-friendly options. Concerns about environmental impact are influencing consumer choices, and the sustainable sneaker segment is poised for further growth.
Collector culture forms a particular niche in the market, with "sneaker addicts" contributing to a dynamic secondary market. Strong demand for limited editions and rare models has led to significant investment in customized or exclusive pairs, with some enthusiasts amassing collections averaging between 2,000 and 2,500 euros.
In response to these demands and trends, the sneaker market has diversified, with production spread across the globe and a mix of established sports brands, innovative startups and luxury fashion houses contributing to a rich and varied offering. Nike and Adidas continue to dominate the scene, but the arrival of luxury brands has introduced a new dimension to the sneaker market, blending opulence with casual style. Consumer behavior in the French sneaker market is guided by a mix of fashion-conscious choices, environmental considerations and a deep-rooted collection culture.
The diverse landscape of sneaker market players
The sneaker market is a complex ecosystem with a myriad of players, from sportswear giants to innovative startups, luxury fashion houses and specialty stores. Here's an exploration of the key players shaping trends and dynamics in this dynamic sector.
- Sportswear giants lead the way
at the head of the sneaker world are titans Nike and Adidas. Nike, a household name renowned for its innovative designs and strategic celebrity endorsements, has maintained its dominance through a myriad of sub-brands, including the iconic Jordan Brand and the classic Converse. Adidas follows close behind, gaining market share thanks to its ongoing innovations and successful collaborations, such as the Yeezy line with Kanye West. Puma is a formidable competitor, emphasizing its roots in soccer, training and running to establish a strong bond with its athletic audience.
- Celebrity brands and personality-driven successes
Celebrity collaborations have had a significant impact on the industry, bringing a fusion of style and branding that resonates with young people. The Jordan brand remains an excellent example of athlete-backed success, setting the bar high for further collaborations. In this context, celebrities such as Kanye West, Jay-Z and Pharrell Williams have leveraged their influence to create highly sought-after collections, thrilling the market with must-have limited-edition models.
- Up-and-coming innovators make their mark
French brands such as Veja, known for its eco-friendly practices and transparency, are leading the charge among startups seeking to marry sustainability and style. Veja is joined by an array of innovative brands such as National Standard, Faguo and Panafrica, all of which appeal to a growing segment of environmentally conscious consumers. These brands distinguish themselves by emphasizing ethical production and materials, while capitalizing on national pride.
- Luxury houses embrace sneaker culture
In the luxury sector, established fashion houses such as Louis Vuitton, Gucci and Balenciaga have successfully ventured into the sneaker market. They have redefined sneakers as luxury items adorned with high-end materials and exclusive designs, often in collaboration with brands such as Off-White, Dior and Jacquemus. These luxury sneakers attract the attention of fashion aficionados and sneaker lovers alike, combining prestige with streetwear appeal.
- Specialized retailers and multi-brand outlets
Courir is an example of a specialist athletic footwear store that focuses solely on sports shoes, while offering quality products.
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- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 16/04/2024
Summary and extracts
1 Market overview
1.1 Definition and scope of study
Sneakers refer to a pair of sports shoes that have been adapted for everyday urban use. Derived from models designed for sport, they are appreciated for their comfort and style. In fact, sneakers are also fashion accessories that were used in the world of hip-hop in the 1980s, before becoming streetwear brands in the 2000s, spreading throughout popular culture. In many countries, particularly in the West, these shoes are widely worn on the streets. Adolescents are the main wearers of the sneaker as an everyday shoe, encouraged by the advertising campaigns of major specialist brands, but other ages also enjoy wearing them. For urban use, multi-sport shoes, or re-edited models from the 1960s-1970s, are the most popular.
The global sneaker market, estimated at $91.01 billion in 2022, is set to grow at a CAGR of 7.2% through to 2032, with Asia-Pacific representing the dominant region due to a growing population and rising average income. These demographics, combined with a growing desire for a healthy, sporty lifestyle and a craze for more comfortable accommodation, are shared by a growing number of consumers.these demographic factors, combined with the growing desire for a healthy, sporty lifestyle and the craze for more comfortable clothing shared by other regions of the world, explain the importance of this region in the development of the global sneaker market. France is also a dynamic market, where one in two pairs of shoes sold is a pair of sneakers.
The main players in the French sneaker market are the international sports brands, led by giants Nike and Adidas, and sneaker distributors such as Courir, Intersport and Décathlon.
As with most booming markets, the sneaker market is constantly experiencing new trends. These include the entry of luxury brands into the segment, notably through collaborations with existing players (e.g. Dior and Jordan Brand). The sneaker market is also being transformed by the growing environmental awareness of the population, and new players have entered this niche with sustainable and recycled sneakers, such as Jordan Brand.the French brand Veja, for example, is carving out an increasingly important place for itself in this market, followed more recently by industry giants such as Nike, Adidas and Puma.
1.2 A booming global market
The global market was estimated at $**.** billion in **** , and is expected to grow at a CAGR of *.*% to ****.
Sneaker market size World, ****-****, in billions of USD Source: ****
The craze for branded and innovative sneakers, supported by rising disposable incomes, is boosting the market. However, counterfeiting is holding back growth. Personalized ...
1.3 A declining national footwear market supported by the national sneaker market
According to a La Tribune article published in November ****, the French sneaker market was worth $* billion in France in ****, or *.*** billion euros (***). In France, it is estimated that one out of every two pairs of new shoes sold is a pair of sneakers[***].
The shoe manufacturing market encompasses the sneaker manufacturing ...
1.4 France, a net importer of sneakers
Sneakers are registered under HS code ******, which covers sports footwear: tennis shoes, basketball shoes, gym shoes, training shoes and similar footwear. Some sneakers may also fall under other HS codes, such as ******, which covers shoes other than sports shoes, with rubber or plastic soles and textile uppers. However, as we defined ...
2 Demand analysis
2.1 Consumer trends in France and growing interest in sneakers
Initially designed for sports use, the sneaker has gradually spread to become "the most democratized shoe model", according to Pierre Demoux, author of a book on the subject (***). Today, * out of ** French people buy sneakers for purposes other than sport. This trend is also evident in the corporate world, where sneakers ...
2.2 French sneaker brands and favorite places to buy, according to Yougov
The French are big sneaker fans, and have strong preferences when it comes to sneaker brands. Adidas, Nike and Puma come out on top with **%, **% and **% respectively. Converse, Reebok and New Balance capture almost half the votes of the market leaders (***).
Which sneaker brands will the French prefer in ****? France, ****, %, % Source: ...
2.3 Environmentally conscious sneaker addicts
The French are increasingly concerned about their impact on the environment. Buying sneakers is no exception to this trend, and of the **% of French people who answered "yes, absolutely" as to their purchasing preference, it's interesting to look at the details of this figure. The diagram below shows that this **% includes ...
2.4 A market driven by collector demand
Sneakers have become much more than a consumer product for many passionate buyers. They don't hesitate to spend hundreds, even thousands of euros every month to acquire rare and therefore very expensive pairs. These consumers are also known as"sneaker addicts".
The profile of sneaker addicts
According to a study byIdealo ...
2.5 Audience analysis
Audience breakdown by age France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****
Analysis of the data shows that the market's audience is mainly made up of individuals aged **-** (***). Audience breakdown by gender France, ****, % of total audience Source : Semrush In the market studied, an overall trend emerges in terms of audience distribution by gender. Men represent the ...
3 Market structure
3.1 The sneaker market value chain
Source: ****
The sneaker market value chain begins with the factory receiving all the components needed for production (***). Production then begins, and the finished product is inspected and packaged. As production and final consumption are very often far apart, the product is transported and exported to the market where it is to ...
3.2 A hybrid market between sportswear giants, celebrity brands, innovative startups and luxury houses
Many of today's most popular sneaker brands were created in the **ᵉ century.
Source: ****
At the time of their creation, sneaker models were designed for a particular sport. The table below lists a few well-known examples.
Source: ****
French brands have also emerged since the early ****s, such as Veja (***).
Sportswear giants
Nike ...
3.3 Multiple distribution channels
General sporting goods retailers
Brand names created around sport still have a significant share of the sneaker distribution market. These include Décathlon and Intersport, which sell all types of sporting goods. Courir takes a different approach: this brand sells only sports shoes, and has extended its range to include "city" ...
3.4 The development of ancillary services and products for sneakers
Sneakers are a product of enthusiasts, which means that their owners are prepared to spend a lot of money to keep their pairs in good condition for as long as possible. This phenomenon is further reinforced by the advent of the second-hand market, where sneakers can be resold for a very ...
3.5 Interview with Thomas Eskenazi, co-founder of Balt
This interview is taken from our Businesscoot podcast entitled "La Niche", which you can find on our website.
Marine: Thomas, let's get started. Let me introduce you and Balt.
Thomas: I'm co-founder of Balt. There are two of us on the project. Balt is a lifestyle sneaker brand that aims to ...
4 Offer analysis
4.1 Prices for the most popular sneaker models
This sub-section lists the prices of the most popular shoe models from the major sneaker brands.
Men's models:
Women's models:
There are big price differences between the most popular models. However, there is no noticeable difference in price between women's and men's shoes.
4.2 A market in the throes of innovation
Strong growth in the sneaker market doesn't stop manufacturers looking for new ways to win market share. On the contrary, they spend a great deal of money on R&D to develop innovative products that can recruit new customers and retain existing ones.
*D printing:
Innovation means modernizing production methods. ...
4.3 The rapid development of high-end sneakers
Designer and luxury sneakers are not a recent trend. Luxury sports brands such as Lacoste began creating high-end models, followed by others such as Gucci in ****. Today, sneakers are a fixture on Fashion Week catwalks, marking their evolution in the fashion world[***].
Faced with the burgeoning sneaker market, luxury brands have ...
4.4 The rise of eco-friendly sneakers
In the face of growing environmental awareness, major sneaker brands such as Nike, Adidas, Puma and Converse have taken major initiatives to reduce their environmental impact. Nike has launched"Move to Zero" to minimize waste and use recycled materials. Adidas aims to become carbon neutral by **** with recyclable products such as ...
5 Regulations
5. Footwear regulations
Labeling rules:
Footwear labelling must include information on the materials used to make the upper, lining, insole and outsole. This information must appear directly on at least one item of footwear. The label must appear on one of the following three parts of the footwear[***] :
the upper: the outer surface attached ...
6 Positioning the players
6.1 Segmentation of players in the sneaker industry
- Adidas
- Veja
- Intersport France
- Courir France
- Go Sport France
- Zalando
- Sport 2000
- Puma Groupe
- Balt
- StockX
- Caval
- Wethenew
- National Standard
- Faguo
- I-Run
- Converse (Groupe Nike)
- Under Armour
- On Running
- Vans (VF corporation)
- Paraboot - Richard-Pontvert
- Palladium
- Jordan (Nike)
- Belledonne
- Belledonne
- Axel Arigato
- Nike
- Golden Goose
- Bensimon
- Bobbies
- New Balance
- Moa
- Running Conseil
- Chamatex
- Circle Sportswear
- Foot Locker
- Decathlon Groupe
- Naked Copenhagen
- Faguo
List of charts
- Projecting the size of the global sneaker market
- Market share of leading sneaker brands
- Trends in the size of the French footwear manufacturing market
- Trends in the size of the French footwear retail market
- French sneaker exports
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Latest news
Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024
- Stabilization of like-for-like sales last year at Intersport.
- Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
- Projected openings: Between 15 and 20 new stores to be opened each year
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Pierre Chambaudrie, CEO of Courir: "Naked Copenhagen has a unique positioning in the sneaker market" | Pierre Chambaudrie, CEO of Courir, emphasizes the uniqueness of Naked Copenhagen in the sneaker market. - 29/02/2024
- - Naked Copenhagen opened its first store in France.
- - 90% of Naked Copenhagen's sales are generated through e-commerce.
- - Denmark is currently Naked Copenhagen's largest market.
- - France is a growing market for Naked Copenhagen and is expected to become the leading market soon.
- - Naked Copenhagen has sales of over 100 million euros.
- - The Danish brand specializes in women's products, particularly rare sneaker models.
Discover Ekosport Rent, the new Sport 2000 brand | Explore Ekosport Rent, the new Sport 2000 brand - 29/02/2024
- - Sport 2000 has launched a new mountain brand, Ekosport Rent, for the 2023-2024 winter season.
- - 32 Ekosport Rent outlets have been opened for this winter.
- - The sales mix of these stores is 60-65% rental and 35-40% sales.
- - Sport 2000's objective is to open a further 20-30 stores next season, and eventually to reach a network of around 100 Ekosport Rent stores.
- - Sport 2000 currently has 241 stores in ski resorts.
4.5% growth for Sport 2000 in 2023 thanks to new openings - 27/02/2024
- Sport 2000 Group sales in 2023 were 841 million euros.
- - Sales were up 4.5% on the previous year.
- - 65% of sales came from the Sport 2000 brand network.
- - The total number of Sport 2000 stores in 2023 was 710.
- - Sport 2000's ambition is to generate sales of 1 billion euros by 2028.
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The sneaker market | France
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