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Ultra PLUS BETTER MATERIAL BETTER COMFORT BETTER INSOLE insoles-sorbothane.com sorbothane.com 800.838.3906 BEGIN THE JOURNEY SORBOTHANE ® PERFORMANCE INSOLES Combining Stability & Comfort MADE IN USA Sorbothane_Insight-Ads_1-B.indd 1 Sorbothane_Insight-Ads_1-B.indd 1 1/28/20 10:35 AM 1/28/20 10:35 AM weather. In the third quarter, the chain realized an operating profit that was $200,000 higher than the year-ago period. Wellness and comfort brands represented 55 percent of Famous Footwear's mix in the recent third quarter compared to 47 percent in the comparable year-ago period. And the company's Vionic brand realized a more than 50 percent in ecommerce sales. Among the "pure athletic" brands on the INDEX, four of six had positive improvement in their respective stock price over the period, led by Nike and Puma which both rose more than 129 percent. The Swoosh is marching forward with its Digital Direct offense, having just named Sara Mensah as new VP/GM of its North American operation following the recent departure of Ann Hebert. Puma, which saw 27 percent of its 2020 global sales generated by ecommerce, is promising to "remain the most fashion forward sports brand." Meanwhile, Under Armour is banking on 2021 being a turning point for the brand with less emphasis on the off-price channel and a roster of new performance footwear products focused on running, basketball and team sports. Adidas, expected to unveil a new four-year strategic business plan this month when it releases FY20 final results, is expected to begin listing Reebok as a discontinued operation. Vector brand sales dipped 7 percent in Q3 as the Three Stripes posted a 53 percent increase in full-price ecommerce and Direct-To-Consumer accounted for 40 percent of its topline. Wolverine Worldwide, which realized ecommerce growth of 50 percent in 2020, sees "sizeable opportunity" for its Saucony and Merrell brands in China. In Q1/21, Saucony brand sales are forecast to increase 50 percent. As for the two strongest performers on the INDEX, Deckers continues to move forward with its strategy to diversify the UGG product with less sales reliance on core classics and intends to keep HOKA ONE ONE's distribution tight in wholesale channels as it drive additional consumer purchases to the brand's website. HOKA is dipping its toe in the apparel market this spring with DECK senior management eyeing $500 million in annual revenues for the brand. Within 3-5 years, HOKA could have an apparel business that is much bigger than its footwear sales. Crocs achieved its highest annual sales in 2020 at $1.4 billion, including record Q4 results in the Americas. The company has forecasted 40-50 percent growth in the period ending March 31 against an easy comparison due to year-ago closures caused by the pandemic. On the acquisition front, two INDEX entrants have made significant news in recent months. North Face and Vans' parent VF Corp. bought Supreme for $500 million and Rocky Brands snapped up Honeywell's Lifestyle Footwear business led by The Original Muck Boot and XTRATUF. n sportstylemag.com March 2021 ~ sportstyle 35 Updated weekly at footwearinsightextra.com Click to subscribe for news, analysis and opinions!

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