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SURVEY SHOWS THAT WOMEN BUY MORE ATHLETIC SHOES THAN MAN
Published May 26, 1995
Women are buying more athletic shoes than men, according to the NPD Group, Inc., a research firm in Port Washington, NY. In '94, women (age 12+) purchased $5.4B in athletic footwear, compared with $5.3B for men. Women's sneaker sales grew 17% between '92 and '94. With sales of men's sneakers "flat and other footwear segments slowing, the women's sneaker market has become a battleground for the industry's top competitors" -- Nike and Reebok, according to Joseph Pereira of the WALL STREET JOURNAL. Reebok hit the women's sneaker market early, but Nike has "come on fast." It now has 21.7% share, according to NDP, with 23.4% for Reebok. Adidas plans to introduce a women's division later this month, and will "also unveil a new line of women's training shoes next month." Women's increased "interest in watching and playing sports accounts for the increase in sneaker sales," and that could continue with the U.S. Women's soccer team at the Worlds in Sweden and the Women's Basketball team in Atlanta (WALL STREET JOURNAL, 5/26). CONVERSE SIGNS THREE: Converse has announced yesterday that they have signed three top female basketball players from the USA Basketball Women's Senior National Team. Nikki McCray, Carla McGhee and Kathryn Steding will wear Converse basketball footwear, while appearing in print ads and participating in retailer tie-ins (Converse).