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a market that could outrun running shoes,[link widoczny dla zalogowanych]
These people are part of the estimated 55 million Americans the National Park Service says have chosen walking as their road to physical fitness,[link widoczny dla zalogowanych]. Lauer says,[link widoczny dla zalogowanych]. ``It's not something that has burst on the scene in the last couple of years,[link widoczny dla zalogowanych]; people have always been doing it.''
It may be a while,[link widoczny dla zalogowanych], however, before the walking-shoe market rivals the estimated $550 million a year in sales of the running-shoe market.
Jack Horan,[link widoczny dla zalogowanych], editor of Sports Ink,[link widoczny dla zalogowanych], a newsletter that follows the sporting goods industry, says athletic stores would like to see the walking-shoe industry ``develop along the more casual line, because it is very unlikely that people would buy a shoe that they're going to wear with a suit from a sneaker store.''
Walking shoes include athletic and casual models as well as dress shoes and hiking boots. Lauer's group found that 74 percent of the athletic walking shoes were purchased by women, and 44 percent of those women were over 45 years of age. But,[link widoczny dla zalogowanych], he adds, ``there are lots of people who are walking in $9 Kmart joggers and are quite content to do that. There is no guarantee that they are going to go out and buy a $70 walking shoe.''
Still,[link widoczny dla zalogowanych], companies that have traditionally sold athletic shoes have bought or established walking-shoe divisions to target these other markets.
Reebok Inc., the leader in the athletic shoe market, with estimated sales of $800 million for 1986, recently purchased the Rockport Company,[link widoczny dla zalogowanych], the leader in the walking-shoe market, for $118.5 million. Rockport's strategy has been to target the enormous casual-shoe market,[link widoczny dla zalogowanych], which is estimated at $800 million a year. Rockport's growth is impressive, climbing from $9 million in sales in 1980 to $100 million in 1986.
When Rockport president Bruce Katz founded the company in 1971,[link widoczny dla zalogowanych], more than half of all running-shoe buyers were not active runners. Mr. Katz felt that these consumers were buying comfort rather than high performance, so he designed the Rockport shoe with running-shoe comfort and the styling of more-traditional footwear.
Converse, with $220 million in sales in 1985,[link widoczny dla zalogowanych], is also aiming at the casual shoe market by establishing a new division called Hamptons. Hamptons has combined a dressy upper with a walking-shoe sole. Styled by Nino Cerruti,[link widoczny dla zalogowanych], these shoes appear to fit well in a professional environment and yet have walking-shoe comfort.
``With the average person walking 1 miles per day [in their daily activity],[link widoczny dla zalogowanych],'' says Richard M. Comforti,[link widoczny dla zalogowanych], general manager of Hamptons,[link widoczny dla zalogowanych], ``there is a definite need for comfortable, stylish shoes.''
Avia Athletic Footwear recently bought Donner Mountain Inc. of Berkeley, Calif.,[link widoczny dla zalogowanych], a manufacturer of lightweight hiking boots. This purchase will enable Avia to put its Cantilever Sole, which had $20 million in sales for the company in 1985,[link widoczny dla zalogowanych], onto hiking boots,[link widoczny dla zalogowanych], making them even more lightweight.
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