Adult brands move into kids’ shoes in search of long-term gains

Shoe sales for kids under 18 grew 14 percent in dollars and five percent in units for the 12 months ending March, according to Circana’s Consumer Tracking Service. Dollar sales for adult shoes were up four percent during the same period and units were down six percent. The kids’ market has proven interesting for adult brands including Hoka that are developing footwear for the younger market.