KIDS ROCK

The case for carrying kids’ footwear – and selling the category well.

As long as Allie Vincent has been on the payroll at Swags Sport Shoes in Louisville, KY – 16 years and counting, she reminds – youth footwear has inhabited a space in the business.

“When families come in, having youth footwear allows us to be their one-stop shop,” says Vincent, Swags’ general manager.

The two-store operation typically carries upwards of 15 models from brands such as New Balance, ASICS, Saucony and Chaco with sizes to accommodate toddlers to preteens. Last year, it added Diadora to the mix. And this year, Swags is incorporating youth models from On and Hoka.

“Our philosophy is that if we get kids into good footwear when they’re young, then we’ll become their go-to shoe store,” Vincent says.

While some run shops reject youth footwear altogether and some have entered and exited the category over the years, others have maintained a firm commitment to kids’ footwear and invested in inventory, programming, partnerships and staff training to make youth shoes a steady part of their business.

Why Carry Kids Shoes?

Like Swags, Playmakers in Okemos, MI, has been carrying youth shoes for decades. In fact, when Playmakers acquired a neighboring storefront years ago, it sliced that space in half and devoted the front entirely to kids’ footwear. That space currently features 14 different athletic shoe models, including options from New Balance, Saucony, ASICS and Nike in addition to casual footwear options, including sandals and boots, from brands such as Keen, Birkenstock, Teva and Chaco.

Playmakers leadership views kids’ shoes

/ By Danny Smith

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Kids Rock (continued) as a long-term investment in its customers, optimistic that a quality pair of shoes excites young customers and cultivates affinity for Playmakers. Yet more, a strong selection of youth footwear positions Playmakers to earn doctor referrals, a significant contributor to its adult business, says Playmakers coowner Jake Crowe.

In Bethlehem, PA, youth footwear has been a longtime staple at Aardvark Sports. The 39-yearold running store typically carries six-to-eight footwear models in various colorways.

While Aardvark footwear buyer Jon Notary wouldn’t call youth footwear a financial windfall for the store, he says having kids’ shoes on hand engenders goodwill and spotlights Aardvark’s longstanding commitment to its local community.

“We serve the whole community, from eight to 80, so that means making sure we have something for everyone who comes through our doors,”