year ended december 31 , 2010 compared to year ended december 31 , 2009 net revenues increased $ 207.5 million , or 24.2% ( 24.2 % ) , to $ 1063.9 million in 2010 from $ 856.4 million in 2009 . net revenues by product category are summarized below: .
net sales increased $ 201.5 million , or 24.5% ( 24.5 % ) , to $ 1024.6 million in 2010 from $ 823.1 million in 2009 as noted in the table above . the increase in net sales primarily reflects : 2022 $ 88.9 million , or 56.8% ( 56.8 % ) , increase in direct to consumer sales , which includes 19 additional stores in 2010 ; and 2022 unit growth driven by increased distribution and new offerings in multiple product categories , most significantly in our training , base layer , mountain , golf and underwear categories ; partially offset by 2022 $ 9.0 million decrease in footwear sales driven primarily by a decline in running and training footwear sales . license revenues increased $ 6.1 million , or 18.1% ( 18.1 % ) , to $ 39.4 million in 2010 from $ 33.3 million in 2009 . this increase in license revenues was primarily a result of increased sales by our licensees due to increased distribution and continued unit volume growth . we have developed our own headwear and bags , and beginning in 2011 , these products are being sold by us rather than by one of our licensees . gross profit increased $ 120.4 million to $ 530.5 million in 2010 from $ 410.1 million in 2009 . gross profit as a percentage of net revenues , or gross margin , increased 200 basis points to 49.9% ( 49.9 % ) in 2010 compared to 47.9% ( 47.9 % ) in 2009 . the increase in gross margin percentage was primarily driven by the following : 2022 approximate 100 basis point increase driven by increased direct to consumer higher margin sales ; 2022 approximate 50 basis point increase driven by decreased sales markdowns and returns , primarily due to improved sell-through rates at retail ; and 2022 approximate 50 basis point increase driven primarily by liquidation sales and related inventory reserve reversals . the current year period benefited from reversals of inventory reserves established in the prior year relative to certain cleated footwear , sport specific apparel and gloves . these products have historically been more difficult to liquidate at favorable prices . selling , general and administrative expenses increased $ 93.3 million to $ 418.2 million in 2010 from $ 324.9 million in 2009 . as a percentage of net revenues , selling , general and administrative expenses increased to 39.3% ( 39.3 % ) in 2010 from 37.9% ( 37.9 % ) in 2009 . these changes were primarily attributable to the following : 2022 marketing costs increased $ 19.3 million to $ 128.2 million in 2010 from $ 108.9 million in 2009 primarily due to an increase in sponsorship of events and collegiate and professional teams and athletes , increased television and digital campaign costs , including media campaigns for specific customers and additional personnel costs . in addition , we incurred increased expenses for our performance incentive plan as compared to the prior year . as a percentage of net revenues , marketing costs decreased to 12.0% ( 12.0 % ) in 2010 from 12.7% ( 12.7 % ) in 2009 primarily due to decreased marketing costs for specific customers. .
Year Ended December 31,
<i>(In thousands)</i> 2010 2009 $ Change % Change
Apparel $853,493 $651,779 $201,714 30.9%
Footwear 127,175 136,224 (9,049) (6.6)
Accessories 43,882 35,077 8,805 25.1
Total net sales 1,024,550 823,080 201,470 24.5
License revenues 39,377 33,331 6,046 18.1
Total net revenues $1,063,927 $856,411 $207,516 24.2%
( in thousands ) year ended december 31 , 2010 year ended december 31 , 2009 year ended december 31 , $ change year ended december 31 , % (  % ) change
apparel $ 853493 $ 651779 $ 201714 30.9% ( 30.9 % )
footwear 127175 136224 -9049 ( 9049 ) -6.6 ( 6.6 )
accessories 43882 35077 8805 25.1
total net sales 1024550 823080 201470 24.5
license revenues 39377 33331 6046 18.1
total net revenues $ 1063927 $ 856411 $ 207516 24.2% ( 24.2 % )
what was the percentage change in the gross profit from 2009 to 2010 \\n