By Greg Turner
The Boston Herald
Friday, March 6, 2009
Matt Powell, retail analyst at SportsOneSource, said the store focus makes sense for New Balance, which has seen Under Armour, K-Swiss and Merrill all enter the running-shoe market in the past two years.
“It’s logical to do the ads in stores where people are actually making the buying decisions,” he said.
New Balance has lost some traction in the roughly $5 billion market, ending 2008 with a 10 percent share, Powell said. Nike dominates, with 62 percent, followed by Asics at 12 percent. Lexington-based Saucony has about 2 percent - the same amount Under Armour grabbed in just a month.
LINK to The Boston Herald
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