The Swoosh continued to cede ground in boys’ and girls’ sneaker demand as New Balance picked up double-digits, according to the latest edition of Stifel’s Back-to-School Athletic Footwear Survey, which saw Nike hit an all-time low since tracking started in 2008. Nike was off 23.2 percentage points to net 38.2% of “most popular” references from surveyed retailers, while New Balance registered 30.9% compared to 15.5% a year ago. Adidas also gained momentum, registering at 22.3% compared to 13.6% in the prior year.

Stifel said that a key factor was consumer preferences shifting ... Log in to view full article.