报告| 2026年运动鞋市场报告

InsightsInsights Sneaker Market Performance Review &2026 Growth OpportunitiesSneaker Market Performance Review &2026 Growth Opportunities Key Insights Shifting Landscape in a Competitive Market This report provides a data-driven view of the global footwear landscapethroughout 2025. By highlighting competitive dynamics and categorytrends, it is designed to support more informed product and strategicdecisions heading into 2026. Top Global Performers Nike maintained its position as the globalleader in the sneakers market in 2025,finishing the year with 34% across bothgenders. Adidas ranked 2nd with 26%market share and New Balance 3rd with14% market share. Visibility Shifts Mizunoachieved the overall highestgrowth in social media visibility, with a30%average increase throughout theyear.On ranked 2nd with an averagegrowth of 21%, and Onitsuka Tiger camein 3rd with an average growth of 19%. Market Dynamics The sneakers market as a whole declinedoverthe course of the year and isprojectedtocontinueagradualdownward trend over the next 12 months.Among different styles, Retro Trainers areforecasted to grow for both genders in2026,representing a key opportunitydespite the broader market slowdown. Sneakers Market: Navigating the SlowdownKey Regions Growth by Quarter for Sneakers The sneaker market in Europe and the US experienced a progressive slowdown throughout 2025, a trendalso observed globally. Looking ahead, the European market is expected to contract more sharply, withsales forecasted to decline 5% in Q4 2026 vs. Q4 2025, compared to a more moderate 3% decline in theUS. Despite the US market’s relative resilience, both regions show a consistent quarter-by-quarterdownward trend. Growth: Next 12 Months Over the next year, the female market in the EUis projected to decline 4%, representing thesteepest drop across all segments. In contrast,the female market in the US is expected togrow modestly by 0.6%. Male segments remainrelativelystable in both regions,withforecasted declines of 0.5% in the EU and US. Women’ssneaker demand was slightlyconcentratedin the 36–45 and 45+agegroups, while younger women represented asmaller share of the market. Incontrast, menshowed a fairly balanced distribution acrossage groups, with the younger segments (16–25 and 26–35) playing a more significantrole than in the female market. Market Share: Stable Podium, Rising PressureGlobal Market 2025 Global Market Share by QuarterTop 10 Brands Nike, Adidas, and New Balance maintained their positions as the three leading sneaker brands in2025, collectively accounting for 74% of the global market. Nike ended the year with a 34% share,followed by Adidas at 26% and New Balance at 14%. While the podium remained unchanged, themarket leader experienced share erosion, reflecting intensifying competition and narrowing gaps atthe top. An additional 20% of market share was held by the remaining seven brands in the top ten, bringingthe combined share of the top ten players to nearly 95% of the global market. Among the mid-tierbrands, Asics and Onitsuka Tiger recorded the strongest market share gains over the year. Female MarketShift in Leadership Inthe global female market,Adidasovertook Nike to claim the top position in2025,gaining+1.8pp in market share,while Nike declined -2.5pp over the sameperiod. Visibility Trends: Challengers RisingGlobal Market Female Market Dynamics2025 Global Quarterly Growth In the female market, Mizuno emerged as the clear momentum leader in 2025, showing strong growth across all fourquarters and finishing the year with the highest 12-month average increase (+44%). Onitsuka Tiger accelerated mostsharply in the second half of the year, ranking second by Q4 with 28% average growth. On placed third with a 22.5%12-month average, though its growth slowed over the year. Among the top three brands by market share, NewBalance achieved the highest visibility growth (+15%), Adidas posted +5%, while Nike declined -8%. Male Market Dynamics2025 Global Quarterly Growth In the male market, visibility trends were relatively subdued, with no brand showing significant upward momentum.Skechers emerged as the relative leader, maintaining the highest and most stable quarter-on-quarter growth (+22%in 2025 vs 2024). On and Mizuno followed with 20% and 15% growth, respectively, though both experienced gradualslowdown over the year. Among the major players, Adidas grew +5%, New Balance +3.6%, and Nike declined -2%.While all three ended the year relatively flat compared to 2024, each showed gradual downward momentumthroughout 2025. United StatesConsumer Segments: Top 5 Growth Leaders Over the past 12 months in the US, Puma recorded the strongestgrowth in the Running and Fashion Forward segments for both menand women. Notably, Puma was the only brand to see growth in thefemale Fashion Forward segment, achieving +38%. In Training, NewBalance posted the highest growth among women, while Asics andMizuno led among men. In the Yoga