Chicago Checks 3/19/24

***While from '24, this is to show the tactical level of field work on consumer brands for figuring out what's really going on out there with companies.

Chicago Checks 3/19/24

Key Takes: DECK, ONON, NKE, New Balance (private), WEYS, DBI

– New Balance is pretty hot right now, taking share from NKE and being a strong alternative to ONON (reminds me of when Saucony had it’s heyday 20 years ago)

– Hoka still outpacing ONON

– Dress shoes mentioned as doing well, Florsheims specifically (WEYS) 

– It does seem that some consumer tastes are looking for comfort and style but may be shifting to a lower ASP shoe like New Balance where you could buy 2-3 pairs for the price of one Hoka or ONON

– Note below in the photos, all the customers in there while I was there were interacting with NBs even with ONON right next to them with the same shelf placement, just an observation.

– DSW said BIRK has cooled off for that location, but said they are going to have a strong summer with several new colors/styles

Stores Checked: Foot Locker, JD, Foot Locker Kids, Champs, DSW

Companies Checked: DECK, ONON, New Balance, DBI, WEYS, ADDYY

JD

– associates and managers said that Hokas are still on fire and selling well

– said sales for Hoka have been up at this location past few months and up y/y

– said ONON is selling well, but still not as much as Hoka

– said ONON is prob top 7 or 8 in the store for store-wide sales

– they said New Balance is red hot, probably top 3-4 most popular brand right now, top seller for them

– said Jordan is still #1; mentioned ADDY Samba doing well

– note the photos of the NB displays and even the people looking at NBs right next to ONON

Foot Locker / Foot Locker Kids

– this location did not carry Hoka, but said they receive requests for Hoka daily, said I was the second person on this associate’s shift to ask about Hokas

– said ONON is strong right now, but still not a top 5 for them

– said similar to JD that New Balance is on fire, said they’re not sure “when dad shoes became popular but they are very popular right now”

– called out Ja Morant’s shoe as top seller alongside Jordans right now for hoop shoes

– FL Kids said that New Balance is #1 right now for them, then Jordan, then NKE Dunks.

Champs

– Champs didn’t carry Hoka nor ONON, said Jordan and New Balance are their top sellers right now

– mentioned that Asics were also popular for them, but most coming if for NB as a casual shoe

DSW 

– said Nike and Adidas at this location are strongest for them, that the New Balance hype hasn’t reached them, yet

– said dress shoes are selling well, going into summer event time, mentioned Florsheims as doing well (WEYS)

– said Crocs are still consistent sellers, but that HeyDude has slowed down a lot for them

– said it’s their own brands right now that are selling the best

– said BIRK has cooled off a lot for this location, but said there’s a lot of new colors coming out and some styles, GM said they think BIRK is going to have a very strong summer season and should start seeing a pick-up over the next several weeks