Introduction

In the global consumer landscape, the sports footwear market has been witnessing significant growth and evolution. With the increasing emphasis on fitness and an active lifestyle, consumers are constantly on the lookout for trendy and comfortable sports footwear. TikTok, in the US market, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their sports footwear products in an engaging and creative manner, thereby tapping into the growing demand of this lucrative market segment.

Category Market Overview

The sports footwear market in the US is substantial and continues to expand. According to recent data from authoritative sources, the market size has been on an upward trend, driven by factors such as the popularity of various sports activities, athleisure fashion trends, and the increasing health consciousness among consumers. Consumer demand has also been evolving, with a greater preference for shoes that offer both style and functionality. For instance, there is a rising demand for lightweight running shoes, as well as warm and waterproof hiking boots, especially during the colder months. This shift in demand is also reflected in the sales patterns on platforms like TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the sports footwear category exhibited diverse sales performance. The total GMV Gross Merchandise Volume for the week was $386,000, with a GMV QoQ Quarter-on-Quarter growth rate of 5.99%. The sold count was 11,200, showing a -2.59% QoQ change. Among the top-selling products, the [ActiveBreeze] Nortiv 8 Women's Comfortable Mesh Running Shoes had a sold count of 605, with a GMV of $30,600 and a remarkable GMV QoQ growth of 115.1%. Another popular item, the 【Size Runs Small, Size up1-1.5 size】Women's Fashionable Patched Design Zipper Boots, had a sold count of 514 and a GMV of $14,000, with a GMV QoQ growth of 47.04%. The reasons behind their popularity could be attributed to factors such as their stylish designs, comfort features, and effective marketing on TikTok. For example, product videos highlighting the unique features of these shoes, along with user testimonials, have likely contributed to their increased sales.

Brand Case Analysis of the Specific Category

Several brands stood out in the sports footwear market on TikTok during the specified week. Fly Kicks had a GMV of $97,100, with a GMV QoQ growth of 34.09% and a sold count of 679. Their success could be due to their strong brand image and effective marketing strategies on the platform. JoyStep, on the other hand, had a GMV of $45,100 but a negative GMV QoQ growth of -34.89% with a sold count of 2662. This might indicate the need for them to reevaluate their marketing approach or product offerings. DREAM PAIRS achieved a GMV of $32,100 with an impressive GMV QoQ growth of 111.47% and a sold count of 636, suggesting that their product features and marketing campaigns are resonating well with the TikTok audience.

Conclusion

Overall, the sports footwear market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed a mix of growth and challenges. The category witnessed both successful products and brands with significant GMV growth, while others faced declines. For cross-border merchants, it is crucial to focus on product quality, stylish designs, and effective marketing on TikTok. This includes creating engaging product videos, leveraging user testimonials, and staying updated with the latest fashion and functionality trends in sports footwear. Looking ahead, the market is expected to continue evolving, with an increasing emphasis on sustainability and technological advancements in sports footwear products, which merchants should keep in mind to stay competitive.