• NY Sports Journalism, Wednesday, August 4, 2010 10:49 AM

The NPD Group says that the worldwide sales of sports equipment, apparel and footwear will rise 1% this year, thanks to the World Cup, which has been driving sales of soccer-related goods around the globe. "Global Sports Estimate 2010" says that sales of soccer-related equipment, apparel and footwear alone could top $11 billion this year.

The uptick, slight as it may be, reverses a trend dating back to 2008, when sales were flat, Barry Janoff reports. Last year, they dropped 2%. "The state of the global economy and its subsequent impact on consumers worldwide has had an impact on the sport market," says Renaud Vaschalde, global sports industry analyst for NPD. "We found that the market declined 4% in the U.S. and 5% in Japan, which are keys to understanding the global decline."

Marshal Cohen, NPD's chief industry analyst, believes its time for manufacturers to rethink their messaging on toning-and-shaping footwear. "Most consumers say they are skeptical of the 'fitness' claims so perhaps its time to shift the messaging to the 'wellness and comfort" these shoes deliver," he says.

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