The Sneakers War

The Sneakers War

Over the last 2 years, Foxintelligence has become the new standard for consumer intelligence in e-commerce. In this quick piece, Foxintelligence shares some insights on the French sneakers online sales, with a focus on direct sales from brand websites (,, the younger generations and the booming second-hand market.

Nike, champion of direct sales

In 2019, the website maintains its place as most performing direct sales website, ahead of This effort on direct sales allows Nike to maintain its overall lead over Adidas despite Nike’s departure from the Amazon platform. 55% of Nike brand sales were made from their site (vs. 42% for Adidas sales on Another pillar of Amazon’s bypass strategy: the Zalando platform, which becomes the first reseller of the Nike brand before Vinted and Asos.

Nike: the choice of Generation Y!

Consolidating its leading position and despite its withdrawal from the stalls of the Seattle giant Amazon, Nike remains in 2019 the big winner with Generation Y, pushed by great best-sellers like the Nike React Element 55 for men. On the 2nd and 3rd step of the podium, we then find Adidas and Converse (Converse which is also part of the Nike Group), followed by Puma, New Balance and Reebok. In this group of pursuers, Puma achieved the strongest growth, up + 7% compared to 2018.

The second hand market

Vinted, star platform of the second-hand is now the second largest e-commerce website behind ASOS, on sportswear and ready-to-wear (+ 8pp market share in 2019 vs. 2018). And on the Generation Y consumers, Vinted’s success is even clearer as it pushes the Lituanian platform right to the first place ahead of Asos and Zalando.
Regarding the resale of sneakers, all the brands previously mentioned are found on Vinted. And the rankings remain similar with this same podium : Nike, Adidas and Converse and the same followers, namely Puma, New Balance and Reebok (part of the Adidas Group).
But at what price does Generation Y buy second-hand sneakers? On Vinted, Nike products sell for an average of € 48, compared to € 36 for Adidas.

The second-hand market is growing steadily in France, with 3 main players: Vinted, Vestiaire Collective and Videdressing.

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Scope of the Foxintelligence study : E-commerce: Top 30 platforms including Amazon, Zalando, Sarenza, Vinted, etc. | Sales in value before returns and cancellations, France, 2019 | Brands: Adidas, Converse, New Balance, Nike, Puma, Reebok | Panel: 500,000 active consumers

Methodology : This analysis is based on data from the Foxintelligence panel, which has more than 500,000 active consumers in France. We analyzed the sales made online in 2019, on the top 30 brands including Amazon, Zalando, Sarenza, Vinted, etc. . This study takes into account sales before returns and cancellations in France. The brands: Adidas, Adidas Originals, Converse, New Balance, Nike, Puma, Reebok.

About Foxintelligence : is the #1 consumer intelligence tool for e-commerce, based on the largest consumer mega-panel in Europe. We support leading e-commerce companies in their strategy by providing their teams with the best competitive information.