Average Price of Athletic Footwear Edges Up in 2008

February 2009

MOUNT PROSPECT, IL – Preliminary data from the NSGA “Sporting Goods Market in 2009” puts the average price point for athletic footwear in 2008 at $43.71, a 1.6% increase from 2007. In 2007, the average price had risen 2.1% to $43.03 versus $42.16 in 2006.

On average, males spent more on athletic footwear than females, $45.16 versus $42.75.

By age group, the 18 to 24 year olds were the big spenders, doling out $57.31 for a pair of shoes. Next were the 14 to 17 year olds, who paid an average price of $51.89. Also above the $50 price point were the 25 to 34 year olds, who paid $50.54; and the 65-and-older group, who paid $50.41.

Among males, the 18-24 year old age group produced the highest average price point, $62.78.

The 18-24 year old age group also accounted for the highest average price point among females, $52.36. They were followed by the 65-and-older age group, whose average price point was $49.54.

"Among the three largest footwear categories by dollar volume, the gym shoes/sneakers category showed the highest increase, up 4.1%," NSGA Vice President of Information & Research Thomas B. Doyle said. "It was followed by jogging/running shoes, up 2.8%, and walking shoes, up 1.6%."

The information on average shoe prices will be included in the NSGA report “The Sporting Goods Market in 2009,” to be published by the Association in late spring. Based on a consumer study of 80,000 U.S. households, the report summarizes 2008 retail sales totals – in units and dollars – for 22 types of athletic and sports shoes as well as products in more than 20 sport categories.

Also featured are purchaser demographics – annual family income, age and gender 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 report, which NSGA has published for more than two decades, provides selected product sales history for the last 10 years. This allows the analysis of long-term trends. Brand share reports on individual shoe categories are available separately.

The 84-page report is prepared for NSGA by Irwin Broh Research, a company nationally recognized for its work in the sports and leisure field. Pre-publication price of the report to NSGA members is $240, to non-members, $340. Sustaining NSGA retailer/dealer members and manufacturer 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,

About NSGA:
NSGA, which has served the sporting goods industry since 1929, organizes and hosts the annual NSGA Management Conference & Team Dealer Summit, the sporting goods industry’s premier educational and networking event (Next: May 3-6, 2009, at the Westin La Cantera Resort in San Antonio, Texas).

For more information on NSGA member services, visit the Association home page (; call Sue Wenderski at NSGA, (847) 296-6742, Ext. 102; e-mail:; or fax (847) 391-9827.