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By: Jeff James
Listed Under: Top Story
Published: Tuesday, May 04, 2010
Sales of running shoes ‘used for running’ increased 2.5 per cent in the UK, France, Germany, Italy and Spain in 2009, according to the latest research from The NPD Group.
adidas, Asics and Nike have benefited the most from this growth trend, which is being driven throughout Europe by an increasing number of women taking up running.
Sales of running shoes ‘used for leisure’ have fallen 10.2 per cent in the big five European countries, says NPD, whose research also revealed that runners in Europe were willing to pay €9.80 more for running shoes than their leisure equivalent.
“Purchases of running shoes that are ‘used for running’ continue to show strength as core runners around the globe remain passionate about their lifestyle,” says Marshal Cohen, chief industry analyst at The NPD Group.
“However, purchases of running shoes ‘used for leisure’ are being challenged by new product offerings, as well as some lingering economic pressures.
“With motivation being the number one driving factor for sports participation, brands needs to have a ‘multi-message’ marketing strategy in place – one message for the hardcore athletes and the other to reach the consumer that is the more casual wearer.”
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