With the pandemic centered in the world’s second largest sneaker market and the retail sector among many that are likely to be affected, the consequences for major sneaker brands in their most profitable market are likely to be felt in Q1 results. The timing of the pandemic is far worse now than earlier outbreaks such as the swine flu in 2009 or the SARS outbreak in 2003 as the sneaker market in China has more than quadrupled since 2009 from $2.5 billion to over $10.4 billion by some estimates.

The blow to the economy in China, already weakened by the trade ... Log in to view full article.