Posted on May 22, 2015

SPORTS MARKETING SURVEYS INC. (SMS INC.) the UK’s leading independent sports research firm unveils the findings of a unique report into the UK running retail market.


The 2014 Running Retailer Trends Programme, the third annual survey of its kind completed by SMS INC., offers invaluable insight into overall buying trends, results year-on-year, brand distribution, brand value and sales rankings. Furthermore, information on each company’s ratings on customer services and product innovation is available.

SMS INC. surveyed a reflective cross-section of the UK’s specialty running retail market, and the results offer an important, otherwise unavailable insight into every facet of the market.

The Findings:

Footwear is unquestionably the driving force of the running retail market, taking up 66% of total sales. Just 25% of the UK market stems from apparel sales.

75% of the total shoe sales fall into the category of ‘traditional’ running shoes, with the vast majority sold under the £100 mark. Just 10% of running shoes are sold at over £120.

With shoes marketed for men and women taking almost an equal portion of sales Asics, Nike and Brooks were considered the easiest brands to sell to the female runner among those surveyed.

SMS INC. can also reveal that Asics is the leading brand in terms of distribution in the UK. 90% of the running stores SMS INC. interviewed stock the brand. Whilst Nike, Adidas, New Balance, Saucony, Brooks and Mizuno were all stocked in at least three-fifths of the stores examined.

The retailers surveyed also unveiled that comfort and fit is by far the most important facet of a running shoe in consumers’ eyes. Credibility among runners and performance technology were the two other attributed identified as being important in generating shoe sales.

SPORTS MARKETING SURVEYS INC. exhibits comparable data re the running retail market in France, Germany and Italy

Back to results