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by Brandon Richard
Last year, LeBron James and Kevin Durant topped the best-selling signature shoes list with earnings of $340 million and $195 million, respectively. While those two massive figures will be hard for any other athlete to surpass, Foot Locker doesn't believe that the idea is too far-fetched.
On a call with industry analysts last Friday for the company’s third quarter earnings report, Foot Locker CEO Dick Johnson named Stephen Curry and Kyrie Irving as two signature athletes who are gaining ground on the frontrunners, specifically as it relates to consumer interest. He added that customers have been vocal about wanting more innovation and reasonable price points from the James and Durant lines. The Under Armour Curry Two retails for $130, while the upcoming Nike Kyrie 2 will sell for $125. In comparison, the latest James shoe starts at $200 and Durant's have climbed to $180.
Beyond the price point, SportsOneSource industry tracker Neil Schwartz believes young consumers relate better to younger players.
“These shoes are less about collectors and the Sneakerheads and more about the real fans and players,” he said.
Matt Powell, the leading sneaker data analyst for NPD Group, is encouraged by Curry and Irving’s trends, but isn’t sold on them taking over the market just yet. When asked about James and Durant dropping down the list, he told the Wall Street Journal, that it’s “certainly possible for Curry and Irving to sell at high levels, but it will take time.”
It’s exciting to know that two of last season’s new signature athletes are finding success at the registers. Powell’s next yearly sales report will be his most interesting to date.
