These mid-market designs generally don’t make a lot of waves with sneaker enthusiasts. Says Powell, “Brands have always understood the importance of mid-market, but have never wanted to share that info, for fear of damaging their brand.” What This Means for the Sneakers You Like
To compare to the fashion industry: the runway shows and red carpets get the attention, but brands make their money from sales of sunglasses and perfume.įor Vans, getting shoes like the Ward (which is only barely cheaper than the $60-$65 Old Skool) into a broader slice of stores may have been key to giant growth over the last few years. The number of pairs of mid-market models sold is likely significantly greater than others on the list of biggest revenue drivers, as the mid-market shoes are cheaper than, say, Jordan retros.
In 2018, according to Powell, 4 of the top-10 selling sneakers by revenue were mid-market models, like the Nike Tanjun (a somehow less interesting Roshe Run). In the footwear industry, the mid-market has become a major player. Crew or Brooks Brothers sell slightly cheaper versions of their main line merchandise. This shouldn’t be totally surprising - the same market segmentation forces are behind the proliferation of “outlets” where brands like J. I talked with Matt Powell, a Senior Industry Advisor at NPD who analyses the athletic shoe market, and he told me “While the high-price shoes get all the attention, the average price of a man’s shoe in the United States was about $70 last year.” Sneaker companies (and other fashion brands) take steps like creating the Ward to more clearly segment the markets they sell in - they can sell premium and performance shoes with $100+ price tags to the consumers who want them, and sell less expensive models at outlets with more price conscious shoppers. Some small differences: the Ward features a big label on the tongue and some trim differences where the laces meet the toe. It has the same “jazz stripe” on the side, a tonal toe cap, canvas/suede construction, and waffle rubber outsole. The reason you may not have noticed the Ward before is that it’s relatively new, and it looks a helluva lot like the Vans Old Skool, one of their classic, vulcanized-rubber-soled designs first released in 1977, and a shoe we’ve recommended before. And if you know what to look for, you’ll likely start seeing them on feet everywhere. Penney and Kohl’s, and chains like Famous Footwear. It’s stocked at mid-market department stores across the country, like J.C. But you can probably grab a pair of Vans “Ward” model in a few minutes, if you know where to look.
It’s not sold at skate shops or streetwear boutiques. Want to buy Vans’ best-selling sneaker? You won’t find it on their website.
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