While Nike continued to dominate boys and girls sneaker demand, New Balance jumped into second place on the list of most popular brands, in the latest edition of Stifel’s annual Back-to-School Athletic Footwear Survey. The Swoosh lost a bit of ground this year, with 88.2% of references by surveyed retailers against 92.3% a year ago, while NB tallied 7.7% of references up from zero in BTS ’22. No other brand exceeded 0.5%. Stifel attributed Nike’s prioritization of its own DTC sales for the decline, as it opened up the door for ... Log in to view full article.