nike basketball shoes ebay
could be bad Nike fit SAN FRANCISCO (Reuters) For a shoe brand, there a lot to love about toning footwear. Potential annual sales of $1 billion and growing, shoes selling at double the average price, and a huge market of walkers looking to shape up. That leaves Nike, known as an innovator at the forefront of everything new in the industry, on the outside. should have been on this sooner and they playing catch up now, said analyst Matt Powell of research firm SportsOneSource. Nike is losing significant market share. The toning category dizzying growth from $17 million in 2008 to $245 million in 2009, according to research firm NPD Group is in sharp contrast to the 1.4 percent decline in overall athletic footwear sales last year. athletic shoe market, they drove sales gains over the holidays, said Powell, who earlier this month estimated $1 billion in toning shoe sales in 2010. could be as big as $2 billion, he added. actually think $1 billion is low now. Powell estimates that Nike took a 20 percent market share loss in women footwear in the fourth quarter due to what he called a of focus on the female nike new shoes customer. But others say Nike absence is 100 percent deliberate. about pure, raw sports, said Brian McGough, an analyst with investment research firm Hedgeye Risk Management. don know that a toning shoe fits there. That screams Reebok. SUBURBAN SWOOSH? The problem for Nike is image, experts say. Toning nike running shoes are not geared to athletes or would be athletes, the base Nike has spent millions courting over the years with sleek marketing campaigns. Instead, toning shoes have found favor with so called moms a less sexy category more reminiscent of suburbia than its swoosh logo. Besides the image issues, Nike may not be convinced this toning trend has legs. As Stifel Nicolaus analyst Thomas Shaw put it, no nike xl backpack one knows really if it sustainable, I would probably think it not a bad idea for them to hold off on it. Nike spokesman Derek Kent told Reuters that best way to tone is to train. There are no shortcuts. He added that Nike always keeps an eye on the consumer and how to create products to give them a competitive edge. Analysts say Nike is surely eyeing the market closely to see if, and when, it should jump in. If that happens, Nike will need to put its own innovative spin on its product rather than look like an also ran in this market. The dissimilarity of the iPad, which also contained e reader functions, helped Apple avoid a perception that it created a product, he said. The toning shoe craze comes at a time when Nike has faced weak global sales, hurt by the economic downturn and a lack of sports buzz that it hopes this year soccer World Cup will change. Shares of Nike have now returned to late 2008 levels, or about $67.60, after hitting a three year low last March. The company said in December it would return to sales growth in its current third quarter, after four quarters of sliding revenue. Nike could also use a winner to appeal to women, a demographic it has recently struggled to please. MORE LEISURE THAN SWEAT So far, toning shoes have been marketed primarily to women who don want to sweat while getting into shape. Skechers, for example, exhorts consumers to in shape without setting foot in a gym with its shoes priced $110 to $120. They purported to improve posture, firm calf and thigh muscles and reduce joint stress at the knees. Reebok says its shoes, meanwhile, help you better legs and a better butt with every single step. Retailers acknowledge that they had to fill shelves with toning shoes made by competitors of Nike, their largest vendor. Finish Line, Nike second largest customer, stocks its toning shoes primarily from Skechers and Reebok. Men who account for more than 50 percent of all athletic shoe sales, but whose awareness of toning shoes is far less than that of women, could be a huge untapped market.