Sneaker sales were already on the slide in 2025, and now are forecast to deteriorate further in 2026. But several challenger brands are gaining ground when it comes to social media.
There were three sneaker brands that gained the most brand visibility via social media in 2025, according to trend forecasting firm Heuritech, which uses AI-powered technology. Mizuno posted the overall highest growth, with a 30 percent average increase for 2025. On followed with an average growth of 21 percent, and Onitsuka Tiger followed in third place with an average growth of 19 percent.
Visibility trends were evident particularly in the dynamics of the women’s market. In that segment, Mizuno posted strong growth across all four 2025 quarters, finishing the year with the highest 12-month average increase of 44 percent. Onitsuka Tiger racked up sharp gains in the second half of the year, ranking second in the fourth quarter with 28 percent average growth. On was third, with a 22.5 percent 12-month average.
Among the top three brands by market share, New Balance achieved the highest visibility growth at up 15 percent, followed by Adidas at up 5 percent and Nike at down 8 percent.
In the men’s market, Heuritech said “visibility trends were relatively subdued, with no brand showing significant upward momentum.”
Skechers was the relative leader, maintaining the highest and most stable quarter-on-quarter growth of 22 percent in 2025 versus 2024. On and Mizuno saw 20 percent and 15 percent growth, respectively, although Heuritech said those percentages reflected a gradual slowdown over the year. Among the top three, Adidas grew 5 percent, New Balance was up 3.6 percent and Nike fell 2 percent.
In the overall sneaker market, Heuritech is predicting sneaker sales will continue its “gradual downward trend over the next 12 months,” falling 5 percent in the fourth quarter of 2025 for the European market, and declining 3 percent over the same period in the U.S. market.
A bright spot, the retro trainer category is forecasted to grow 7 percent for both genders in 2026, representing a key opportunity for brands despite the broader market slowdown.
Overall, the top global performers were Nike at No. 1, followed by Adidas and New Balance. Rounding out the top 10 were Asics, Vans, Puma, Jordan, On, Converse, and Onitsuka Tiger.
By gender, the women’s market in the EU is projected to fall 4 percent, the steepest drop across all segments, but is expected to grow incrementally in the U.S. market by 0.6 percent. Male markets are relatively stable in both the EU and U.S. regions, with each having forecasted declines of 0.5 percent.
By age, women’s sneaker demand was slightly more concentrated in the 36 to 45 age range and in the 45-plus age group. Younger women represented a smaller share of the market. Among men, there was a fairly balanced distribution across age groups, although the younger segments — ages 16 to 25 and 26 to 35) tallying up a more significant role than in the female market.
Another surprise among the sport and fashion segments was Puma, which Heuritech’s data showed was the top growth leader for both men and women in running (up 26 percent and 32 percent, respectively) and in fashion (up 42 percent and 38 percent, respectively). In the training category, New Balance was the top growth leader at 46 percent among women, with Asics heading up mens at 34 percent. New Balance was also the top brand and growth leader among women in the yoga and pilates segment at up 19 percent, edging out Puma at 18 percent.
The Puma Speedcat recorded the highest growth among women, up 206 percent in 2025 versus 2024. The Adidas Adizero was the leader among men, up 150 percent.
Among product categories in the women’s market, performance running sneakers led the way in 2025 at up 21 percent, but sales are expected to fall 4 percent this year.
Lifestyle running sneakers posted a 9 percent gain last year and sales are expected to decline 6 percent in 2026. The only bright spot is the retro trainer category, which grew 12 percent in 2025 and is expected to grow another 6 percent in 2026.
In the men’s market, performance running sneakers also led the way with a 26 percent market share in 2025, although Heuritech has projected a 6 percent decline in 2026. Lifestyle running sneakers, up 11 percent last year, are expected to see a 9 percent decline in sales in 2026. Two areas of growth are retro trainers, which grew 6 percent last year and is expected to grow 8 percent this year, and trail sneakers, also up 6 percent in 2025 and forecasted to gain 9 percent in 2026.