According to the The NPD Group, Inc’s Retail Tracking Service, American sales of women's sneaker surged 37 percent in 2017. By comparison the sales of high heels declined 11 percent during the same time period. Sky-high heels (heels three inches or higher) were significantly affected.
Brands like Nike, Adidas, Dr. Scholl's, Roxy, Puma, Steve Madden and UGG, are just a few of the names that are benefiting from the change in consumer habits as the demand for casual comfort outweighs high fashion. Experts anticipate the sneaker trend will continue in the double digits for the next few years.
The lifestyle choice for more sensible and affordable shoes seems biased towards comfortable footwear that can be worn both day and night. All at a time when there is no lack of retail choice and at a time when sales of women’s shoes is increasing across different categories.
Sales in athletic footwear grew 2 percent in the U.S. last year, generating nearly $20 billion in sales. Sneaker giants, Adidas and Nike drove almost half the growth in women's leisure sneakers, as celebrity collaboration became more apparent. Rapper Kanye West and Stella McCartney both have collaborations with Adidas. Rap artist Kendrick Lamar has also teamed up with Nike and Rihanna's Puma line was so popular it sold out online.