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
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  • Last update : 10/11/2022
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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.

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

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.
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.
Golden Goose: Italian luxury sneakers. - 21/12/2023
  • Golden Goose is looking to raise around 1 billion euros through an IPO.
  • The Permira fund had to pay 1.3 billion euros to acquire 83% of Golden Goose's share capital in 2020.
  • Golden Goose sales have quintupled since 2017, rising 30% to 501 million euros last year.
  • Golden Goose achieved double-digit growth in all its major markets: the Americas grew by 12%, Europe by 24% and Asia-Pacific by 19%.
  • The brand's flagship product (sneakers) accounts for 80% of sales.
  • Golden Goose now has over 180 boutiques worldwide.
Decathlon sells store walls worth 600 million euros - 12/12/2023
  • The network has 1,751 stores worldwide.
  • Decathlon has just sold the premises of 90 of its stores for 600 million euros.
  • The decision to remove many of the company's brands from the shelves. Of the current 49, only about 15 are expected to remain by next year.
  • The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.

Circle Sportswear raises $4 million for greener running - 22/11/2023
  • Sales in 2022 were 700,000 euros.
  • The company expects sales of 3 million euros in 2024
  • The company's first flagship product is the SuperNatural Runner, a pair of eco-friendly running shoes.
  • The company will open a boutique in the Marais district of Paris in February.
  • The French running market is estimated at 850 million euros. There are some 13 million running enthusiasts in France

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Adidas
Veja
Intersport France
Courir France
Go Sport France
Zalando
Sport 2000
Puma Groupe
Balt
StockX
Caval
Wethenew

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