Footwear Insight

6 • Footwear Insight ~ November/December 2021 footwearinsight.com BY CARA GRIFFIN T he new footwear brand Erem, from the family that founded Timberland, officially launched in November with its initial line of "Biocircular" Desert Hiking Boots that are described as "high on performance and low on environmental impact." Erem's designs prioritize breathability, durability, and protection. e trademarked term "biocircular" means the company is only using materials that have paths back to nature and that can be re-streamed at the end of their useful life into new products. Erem's co-founder Noah Swartz is a fourth-generation shoemaker. His father and co-founder, Jeff Swartz, was the president and CEO of Timberland, which was originally founded by Jeff 's grandfather Nathan. e Erem collection is launching with the men's and women's Xerocole (pronounced Zee-ra-kohl) and Xerocole Expedition boots, named aer animals that are adapted to thrive in desert environments. Uppers of the boots feature reverse, full-grain leather and brass hardware for durability, moisture-wicking, TENCEL lyocell canvas paneling and lining for breathability, and a contoured, shock-absorbing, cork insole for comfort. e biodegradable, fully reusable, one-piece outsoles are made of 70% recycled rubber, and are stitched to the uppers using welt-grade linen thread to avoid delamination and enable repairs. e Xerocole Boot retails for $169.99 and Xerocole Expedition Boot retails for $199.99. Learn more on the brand's site at eremlife.com. n BY BOB MCGEE T hey may not be the subjects of glitzy ad campaigns from the sneaker giants, but the aging Baby Boomer set is buying up athletic footwear at a record pace. Consumers, aged 71+ and most flush with plenty of disposable income, have spent more than 50 percent more in dollars on athletic shoes during the first nine months of 2021 compared to the same 2019 period, according to new data from the NPD Group, Inc. Conversely, younger consumers in the 16-19-year-old range, spent 7 percent less year-to-date on athletic shoes through Sep. 30. ose in the 36-51-year-old and 52-70-year-old age ranges produced 20 percent dollar sales increases over the comparable period. Meanwhile, 20-35-year-olds spent 11 percent more on their kicks over the nine months. rough the first nine months of 2021 as compared to 2019, total U.S. athletic footwear sales rose 18.8 percent in dollars to nearly $21.3 billion, the research group found, with units rising 3.8 percent and Average Selling Prices (ASPs) increasing 14.4 percent. Year-to-date quarterly athletic footwear volume has been up double digits in each period, although it slowed to 12 percent growth in Q3 aer 17% (Q1) and 29% (Q2) increases during the first half of 2021, NPD said. Meanwhile, online athletic footwear sales rose 63 percent during the first nine months of 2021 versus the comparable 2019 period as total category sales in stores dipped 3 percent. NPD found that ecommerce accounted for 37 percent of all athletic footwear dollars for the nine months versus 40 percent in same 2020 period and 26 percent during the first nine months of 2019. Women's athletic footwear sales were up 24 percent through nine months. But in the athletic specialty and sporting goods channels, women's athletic footwear sales increased 38 percent (vs. comparable 2019 period), outpacing both men's (+14%) and children's (+23%). Among all categories, Sport Lifestyle (+21%) paced dollar volume growth for the nine months, NPD reported, followed by Running (+19%) and Work/Safety (+23%). Among lower sales volume categories, Sports Slides (+39%), Hiking (+25%) and Walking (+46%) had significant dollar volume increases over the nine months. Training (-9%), Basketball (-2%) and Outdoor Water Sandals (-4%) were the decliners. A closer examination of NPD's y-t-d Running data shows a 25 percent y-t-d increase for women's and 14 percent increase for men's, which accounts for 45 percent of the category's dollar volume. Nike's market share in running has dipped 8 points since 2019 and now stands at 27.9 percent, NPD said. While Brooks (+6%) led the category's gainers, followed by Hoka (+3%) and On (+3%), Adidas dropped 3 points and New Balance, Saucony and Fila were each off 1 point through nine months. n Erem's First Collection Drops Athletic Footwear Sales Are 'Booming' BRAND LAUNCH SALES TRENDS THE FOOTWEAR EYE Photo: Tempura/istock

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