Introduction

In the global consumer landscape, the sports footwear market has been experiencing significant growth and evolution. With the increasing emphasis on fitness and an active lifestyle, consumers are constantly seeking high-quality and stylish sports footwear. TikTok, with its massive user base and unique marketing capabilities, has emerged as a powerful platform in the US market. It offers an unprecedented opportunity for sports footwear brands to reach a wide range of potential customers, leveraging its engaging video content and viral trends.

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 trajectory, driven by factors such as the growing popularity of sports and outdoor activities. Consumer demand is evolving, with a greater focus on features like comfort, durability, and trendy designs. The integration of technology in sports footwear, such as smart sensors and advanced cushioning systems, is also attracting consumers. Overall, the market presents a dynamic landscape with both established brands and emerging players vying for a share.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the sports footwear category witnessed diverse sales performances. The total GMV Gross Merchandise Volume for the week was $364,200, with a quarter-on-quarter growth rate of 2.63%. The sold count reached 11,500, showing a significant increase of 26.72% compared to the previous period. The top-selling products included items like "Women's Solid Color Design Thermal Lined Anti-slip and Windproof Warmth Hiking Shoes Footwear, Casual Sporty Warm Snow Boots for Fall & Winter, Non-slip Outdoor Sports Shoes" which sold 3,237 pairs, generating a GMV of $55,600 with a remarkable growth rate of 228.28% quarter-on-quarter. Another popular product was "Women's Winter Outdoor Thermal Lined Hiking Shoes, Warm & Non-slip Snow Boots, Walking Shoes, Casual Sporty Lace Up High Top Outdoor Footwear for Activities" with 1,046 units sold and a GMV of $12,700, achieving a 205.76% growth rate. The popularity of these products can be attributed to their combination of functionality, style, and suitability for the winter season, which aligns with the current consumer needs and trends on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the sports footwear market on TikTok during the analyzed week. For instance, JoyStep had an outstanding performance with a GMV of $69,300, a staggering 225.08% growth rate in GMV quarter-on-quarter. They sold 4,336 pairs, with an average price of $15.98. Their success could be due to their ability to offer affordable yet stylish sports footwear that appeals to a wide range of consumers on TikTok. Another notable brand is Fly Kicks, which had a GMV of $72,400, although it experienced a -15.95% decline in GMV quarter-on-quarter. They sold 503 pairs with an average price of $143.95. Despite the decline, their brand still holds a significant position in the market, perhaps due to their established reputation and unique product offerings. Brands like AOV Shoes Outlet, Evans Sneakers, and DREAM PAIRS also had their own sales metrics and strategies, each contributing to the diverse brand landscape within the sports footwear category on TikTok.

Conclusion

Overall, the sports footwear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of growth opportunities and challenges. The increasing sales volume and the emergence of popular products indicate a positive trend for cross-border merchants. However, the varying performance of different brands also highlights the need for strategic marketing and product differentiation. For cross-border merchants looking to succeed in this market, it is advisable to focus on product features that meet the current consumer demands, such as comfort and style. Leveraging TikTok's marketing channels effectively, through engaging video content and collaborations with influencers, can also boost brand visibility and sales. Looking ahead, the market is expected to continue evolving, with potential for further growth as consumer interest in sports footwear remains high and TikTok's influence in the e-commerce space expands.