Strength and speed rarely align, allowing focused newcomers to challenge industry giants. In the running shoe market, brands like On Holding gained ground as Nike and Adidas lost momentum. Now, titans are reclaiming their lead. Nike’s running division posted five straight quarters of double-digit sales growth. Analysts project wholesale business will return to 4 per cent growth by 2028. Adidas reported nearly 30 per cent year-on-year increases in running sales.

Conversely, challengers are decelerating. On Holding missed quarterly expectations, while direct-to-consumer growth at rival Hoka slowed to 4.6 per cent. While startup scaling naturally moderates, incumbents are winning back shoppers. RBC surveys show consumers shifting preference back toward established sportswear labels.

Though the global running market nearly doubled between 2018 and 2025, annual expansion has cooled to roughly 8 per cent. Brand loyalty remains strong, suggesting sports giants have successfully navigated competition. As growth stabilizes, traditional players are positioned to maintain their regained advantage.