Observations on The Running Shoe Business (Late 2025-Early 2026): the state of sports and business

Late November-early March was a busy time for me. I had NIKE Regional SW (Nov. 22), Brooks Regional Midwest (Nov. 29), The Running Event (Dec. 2-3), and NIKE Cross Nationals (Dec. 3-6). In January I had NB Indoor (January 22-24), Dubai Marathon (January 24-February 3), Madrid Indoor (February 3-10), Ras Al Khaimah Half (February 10-15), and USATF Indoor (February 27-March 1).

From these events (and my team at World cross) conversations, I have made the following observations.

1. ASICS has made great strides. ASICS is celebrated in the Middle East, but running all over the world. ASICS has been introduced to the Dubai Marathon (February 1) and the RAK Half Marathon (February 14) and will have the ASICS LA Marathon where they are the title holders. The product is fantastic (just tried the ASICS Gel-Cumulus 28 which was impressive, and the thoughtful ASICS apparel). ASICS is also making strong moves with elite athletes, still a quiet giant. Can they achieve the performance position of a running shoe? good question
2. Brooks is doing well. The Ghost Max 3, Ghost 17, and Brooks Cascadia GTC are three popular shoes. Brooks took a big gamble to save the legacy of Foot Locker XC by partnering with FL Regionals and the Sound Running team to deliver a very solid first year. Brooks continues to excel in customer service, quality control and growth, both in the US and around the world, especially in Asia.
3. adidas has struck again for a run in North America. The Adidas brand is huge, but much of it in the US is fashion, and its running legacy, enshrined by fantastic elite athletes all over social media, needs more support for running in North America, where its footprint is small. The product is fantastic and with events like the Boston Marathon, her clothes are hip and authentic.
4. New Balance is focused on product and culture. For example, how NB is all over Linked-In, probably the best presence for the brand, reaching media and influencers. NB NIL athletes performed well. Femke Bol, Sydney McLaughlin, Elle St. With Pierre, NB has a great women’s elite, but needs elite American athletes, I think Graham Blanks can make a big contribution. As NB Fuel cell and their NB Indoor and Outdoor have outstanding growth, they may need to put a cap on those events. The NB Indoor GP on January 24th was a great event.
5. Diadora works to get into the mix. The Italian brand has fashion and serious mileage with a very smart email blast strategy. The combination of heritage, fashion and serious running is a good sixth brand for many existing stores, and the challenge is to find a representative.
6. PUMA is such a promising but challenging brand. PUMA has a great history and some fantastic products, some groundbreaking. With a 29 percent investment from one of China’s top shoe brands, how will this affect PUMA? PUMA has some of the best athletes, Mondo Duplantis, Karsten Warholm, among others, and PUMA needs some attention in the US.
7. NIKE is making great strides, challenges remain. The NIKE Pegasus and NIKE Vomero were well received from the Pegasus 41 and Vomero. The Vomero Premium is an incredibly popular upper running shoe. Pegasus 42, one of their most popular waves, is about to launch. NIKE Cross, NIKE Indoor and NIKE Outdoor have helped NIKE reach the youth culture. Their biggest challenge. It seems that no one is able to make decisions. The brand was nimble in its youth. If NIKE can win, give its middle management some authority and focus on long-term growth. The product is great, the new ACG product looks impressive. The key for NIKE is to convince consumers and retailers that they are serious about their performance DNA and that they are the best brand for the consumer. NIKE has a serious group of competitors who all shy away from the Swoosh mantle. The truth is NIKE is the best when it comes back to the wall and in the face of competition. If NIKE uses its assets, human capital, it will succeed. NIKE also needs to remember who its friends were and are. NIKE culture would be great to remember the unknown NIKE poster from the 1970s. There is no finish line.
8. HOKA is going through a lot of changes. The product is strong, the events are strong, with a focus on bringing in some outstanding athletes as ambassadors. The father of maximalist shoes now has a more diverse line, which is really cool. Retail relationships are strong, it is important for HOKA to reach young consumers, serious runners and fashion leaders and women. Lots of ex-NIKE people in Goleta, but Deckers/HOKA is not NIKE.
9. The run is at a crossroads. Swiss management, global approach, great product, women’s support, and consumers love their shoes. Onn has taken on some fantastic athletics, from Ditaji and Mujinga Kambundji to top triathletes to great future prospects in the sport. On also works hard with retailers. Their long-term approach is to pay dividends. Running is also realistic because they know they have a long way to go.
10. OOFOS has an opportunity. OOFOS has released a new shoe, the CLUB Plus. Their new CEO, Angel Martinez, told me it would change my life. Angel is right, it is a wonderful non-running shoe. Angel wants OOFOS to be the all-day recovery shoe. I think they are on to something. The bottom line is to know that after ten years, OOFOS is still a blank slate, a tabula rosa for the consumer. As OOFOS reaches out to influencers (coaches and trainers, performance athletes), with the help of team builders like Dwayne Harms, and supports the retail community, they could be the story of the next five years. The funny thing is that Birkenstock and others should have been in this category and they have absolutely nothing. OOFOS and their management team have a plan. Stay tuned!
11. Running business is strong. In its fourth running boom, running is a global sport, with different cultures in each region. Running in Germany is different than running in the US or Canada. To be successful, brands need to know when to message locally and when to go global. Product is king, customer service is king, and brick and mortar retail is both a sales channel and an influencer. Advertising is not social media posting. Brands don’t know how to advertise anymore. Where are the #Justdoit? or #Knows or #ImpossibleNothing. In a 24/7 world, communication is key.