The numbers are not encouraging for those pushing
$100-plus sneakers. Athletic footwear costing $100 or more slipped from 2.6%
of the sports footwear market in 2002 to 2.2% in 2003, according to data
released by the National Sporting Goods Association (NSGA). Sales also
slipped at the low end of the market (less than $20), accounting for 20.5%
of sales in 2003 versus 21.8% in 2002

Footwear priced $40-59 showed the strongest growth, increasing to 27.5% of
market in 2003 from 26.4% in 2002. Footwear priced $20-39 also grew, going
to 31.9% of market in 2003 from 31.0% the previous year.

“Consumer preference for footwear in the middle price range may account for
the decline in average price in sporting goods stores and specialty athletic
footwear stores, the traditional sellers of upper price point footwear,”
NSGA Vice President of Information and Research Thomas B. Doyle said. The
average price in sporting goods stores fell 3.9%; in specialty athletic
footwear stores, 1.1%.

Sales of athletic footwear costing $60 or more (including the $100-plus
category) fell to 20.2% of the market in 2003 from 20.8% the previous year.
As recently as 1999, $60-plus athletic footwear accounted for 22.9% of the
market.

Average prices by channels of distribution for 2003 versus 2002 were:
general sporting goods stores, $46.37 versus $48.27; specialty athletic
footwear stores, $57.82 versus $58.44; specialty sport shops, $57.25 versus
$53.80; discount stores, $21.09 versus $19.93; department stores, $41.20
versus $40.93; family footwear stores, $33.59 versus $34.18; factory
outlets, $40.11 versus $40.18; and Internet, $53.13 versus $55.49.

The information on sports footwear purchases will be included in the NSGA
report “The Sporting Goods Market in 2004,” to be published by the
Association in May. Based on a consumer study of 100,000 U.S. households,
the report summarizes 2003 retail sales totals — in units and dollars —
for 19 types of athletic and sports shoes as well as products in more than
20 sport categories.

Also featured are additional purchaser demographics — annual family income,
age of product user, education of household head and sales according to
region of the country. Place-of-purchase data allow for analysis of the
industry's channels of distribution. Consumer purchases on the Internet are
reported.

The 78-page report is prepared for NSGA by Irwin Broh & Associates, a
research company nationally recognized for its work in the sports and
leisure field. Cost of the report to NSGA members is $235, to non-members,
$325. Pre-publication discounts are now available. Sustaining NSGA members
receive the report free. For additional information, contact NSGA, 1601
Feehanville Drive, Suite 300, Mount Prospect, Ill. 60056-6035. Phone: (847)
296-6742; fax: (847) 391-9827; or visit the NSGA website, www.nsga.org
.