Ahead of Cyber Monday, These Shoe Brands Have the Best Online Traffic

Adidas NMD Wool Pack
The Adidas NMD "Wool Pack," featuring gray- and black-based colorways.
Courtesy of Footaction

Now that Cyber Monday has arguably taken Black Friday’s luster, the highly anticipated retail catalyst is becoming a huge focus for companies.

Amazon.com Inc. continues to dominate the e-commerce landscape, but many brands and retailers are trying to give the e-commerce-only site a run for its money.

This week, Cowen & Co. rounded up several footwear brands that have been winning the online game lately.

Based on desktop and mobile traffic growth during the month of October, Cowen & Co. analyst John Kernan said that Adidas — which is in the midst of a major North American revival — continues to be on fire.

The athletic brand saw its desktop traffic increase 75 percent year-over-year during the month, while its mobile growth soared 54 percent.

Another top performer, VF Corp.-owned Vans, experienced desktop traffic growth of 44 percent and gains in mobile traffic of 50 percent from last year.

Dick’s Sporting Goods also continued to snap up market share in the wake of several high-profile sporting-goods retail bankruptcies, including Sports Authority, City Sports and Sport Chalet. The retailer’s desktop traffic advanced 20 percent, and its mobile traffic climbed 14 percent. Meanwhile, longtime athletic-category leader Nike saw its desktop traffic grow 24 percent and its mobile visits rise 11 percent year-over-year.

Conversely, Skechers USA Inc. and Under Armour experienced some weakness during October.

Skechers’ desktop traffic dipped 18 percent, and its mobile growth shed 35 percent year-on-year.

Although Under Armour’s mobile traffic rose 22 percent during the month, UA web traffic slid 6 percent — its first decline in 18 months, according to Kernan.