1.1 Definition and scope of the study
The sneakers designate a pair of sport shoes diverted to a city and daily use. Derived from models designed for sports, they are appreciated for their comfort and style. In fact, the sneakers are also fashion accessories that were used in the world of hip-hop in the 1980s before becoming in the 2000s streetwear brands that spread in popular culture. In many countries, especially in the West, these shoes are widely worn on the street. Teenagers are the main wearers of the sneaker as an everyday shoe, encouraged by the advertising campaigns of major specialist brands, but other ages are also happy to wear them. For urban use, multi-sport shoes, or reissued 1960s-1970s models are the most worn.
The global sneaker market is expected to grow at a CAGR of 7% between 2020 and 2024. Asia-Pacific is the dominant region in this market due to an extremely large population and rising average disposable income. These demographics combined with the growing desire for a healthy and sporty lifestyle and the craze for more comfortable clothing explain the importance of the Asia-Pacific region for the global sneaker market. France is also a dynamic market, with sales of sneakers increasing by 50% in five years, and the upward trend is expected to continue in the coming years.
On the French sneaker market, the main players are sneaker manufacturers such as the giants Nike and Adidas and sneaker distributors such as Courir, Intersport or Decathlon.
As is the case for most booming markets, the sneaker market is crossed by many trends that shape its future. Among these trends, the market's valuation is very present with the entry of luxury brands on the sneaker segment thanks, in particular, to collaborations with existing players (for example Dior and Jordan Brand). The sneaker market is also transformed by the increased environmental awareness of the population and new players have launched on this niche with sustainable and recycled sneakers, imitated more recently by the giants of the sector such as Nike, Adidas or Puma.
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