The sneaker market - Germany

1.1 Definition and scope of study

Sneakers designate a pair of sports shoes destined for everyday city use. Originally designed for sporting activities, they are known to provide comfort to the consumer. Sneakers were born in the United States, and nowadays they are playing a major role in its soft power, making sneakers a real fashion trend. In fact, sneakers are also fashion accessories that were used in the hip-hop culture in the 1980s. In the 2000s, streetwear brands carried on the production of sneakers as they spread widely throughout the global culture.

In many countries, particularly in the West, these shoes are massively worn on the street, with teenagers being the main wearers of sneakers as everyday footwear. The most popular brands in this market are :

• Nike
• Adidas
• Puma

Today, higher-standard ready-to-wear brands also offer sneakers, as they have become an integral part of the footwear market. Therefore sneakers prices may differ a lot from one model to one another.

The global sneaker market will reach nearly $73 billion in 2022 and is expected to grow at a CAGR of 7.95% between 2022 and 2027. Although Asia-Pacific is the fastest-growing region due to its large young population that is increasingly open to Western trends, the United States remains the market leader with nearly $21.6 billion in revenues in 2021.

The German market will be worth around 2.8 billion euros in 2022, but should reach 3.1 billion euros by 2023, an increase of 10.7%. Average consumption was 0.43 pairs per capita, but forecasts estimate a 10.8% increase in 2023. The market, therefore, has excellent prospects, even though the country is increasingly questioning the environmental and social impact offast fashion.