The major sports brands saw their footwear revenues increase by 11.6 percent in the U.S. last year, according to the American edition of SGI, reaching a new record of $13.3 billion. The Nike group saw its leading share decline in this segment to 40.29 percent of the national market, down from 42.12 percent in 2009, as Reebok and Skechers capitalized on a temporary boom in toning shoes. John Horan, editor of the publication, notes that sports shoes have historically been one of the disposable items that consumers have resumed purchasing after a recession. He feels that the technical innovations that are driving the market will make it easy to pass along most of the cost increases that the industry is facing.