Sole Source: Hoops in December 2009

words_Nick DePaula
images courtesy Eastbay

Sole Collector is glad to introduce its latest monthly feature to the site: Sole Source. With the help of Matt Powell, an industry Analyst from SportsONESource, we’ll be bringing you exclusive industry details and stats that will help to shed some light on the trends currently found in the marketplace. Whether it’s the top selling Jordans of the month, the market share dominance of some brands, or the relevance of a seemingly irrelevant model from Nike’s Core Performance category, expect to learn all about the industry each month through Sole Source. One thing to note is the term “Fashion” when used to describe a category. Generally, “Fashion” Basketball refers to launches at urban accounts, like Retro models, vulcanized or cupsole products, as well as lifestyle silhouettes.

Enjoy the following insights from Matt Powell himself, as he takes a look at the Hoops landscape:

December was surprisingly strong, much better than my expectations.  Overall sales improved nearly 10%. Growth was best in the family channel, followed by the mall, moderate department stores and the full line sporting goods channel, in descending order.  All channels experienced growth.

JORDAN BRAND:

Jordan Fashion basketball sales grew more than 20% in its biggest month of the year.  The launches in December were very strong, anchored by the Black/Red  Retro 12 and the Space Jam Retro 11.  There were reports of kids camping out in front of stores waiting for the midnight launch of the Space Jam shoes, and it has been many, many months since we heard of kids making that kind of commitment to a Jordan launch.

Top selling (in dollar volume) Jordan Brand models for December in descending order:

Space Jam Retro 11

Black/ Varsity Red Retro 12

White/ Black / Varsity Red Retro 12

White/Varsity Red/ Black  Retro 12

Black/ White Air Jordan Fusion 13

Black/ Metallic Silver Jordan 16.5

Overall Basketball:

Basketball grew in the mid teens on a strong Jordan result. Brand Nike Basketball grew for the first time in some months on a small increase in Performance Basketball and a strong showing in Fashion basketball.  Between them, Nike and Jordan control 94% of all basketball sales.  AND1 is starting to make a little noise in basketball.

Top selling (in dollar volume) Nike Basketball models for December in descending order:

White/ Black/ Varsity Red Air Max LeBron VII

Black Overplay IV

Black/ Black Air Max LeBron VII

Black/ Metallic Silver Air Penny ½ Cent

Be sure to check back tomorrow for details on Running & Training!!

Tags: Jordan Brand, matt powell, nike basketball, sole source, sportsONEsource

5 Responses to “Sole Source: Hoops in December 2009”

1. nickair75 says:

   February 3, 2010 at 8:37 pm

   No real surprise to see Jordan Brand and Nike leading the way, surprised at the Fusion XIII being in there!!

   Reply
2. BRich says:

   February 3, 2010 at 9:45 pm

   People bought those fusions? Jesus.

   Reply
3. soxfan5004568 says:

   February 4, 2010 at 12:25 am

   i knew that jb and nike dominated the market but 94% of it, DAMN SON!!!!!!!!!!!!!!!!!!!

   Reply
4. London says:

   February 4, 2010 at 1:21 am

   I was very surprised by two things here.
   The Fusion XIII was ahead of the Jordan 16.5? Don’t see how that happened. The 16.5 is a good shoe.
   I’m guessing its more of a bball shoe than an casual wear.

   Another thing, the Overplay IV is second in Nike Basketball.

   Reply
5. J says:

   February 18, 2010 at 3:39 pm

   WHO BOUGHT THOSE DAMN FUSION 13′S???????
   WHOEVER DID MUST OF BEEN DUMB

   Reply