Experience the seismic shift in the sneaker landscape as On Holding and Hoka, innovative footwear brands, claim significant retail space globally, challenging industry leaders like Nike and Adidas. Their unique styles and premium running shoes have resonated with sneaker enthusiasts, reshaping the traditional hierarchy.
In response to the surge in comfort-driven fashion during the pandemic, these avant-garde brands have attracted customers with groundbreaking offerings in the running and performance shoe categories.
Endorsed by tennis legend Roger Federer, On Holding and Hoka, under Decker Outdoors, seize the moment. Meanwhile, industry behemoths Nike and Adidas, witnessing a decline in their running category share, raise concerns as major retailers such as Dick’s Sporting Goods and Foot Locker reduce orders.
According to YipitData, market dynamics show a different story: On Running’s market share at Dick’s Sporting has surged from 0.8% to 6.1%, and Hoka has risen from 4.2% to 8.7%, while Nike and Adidas face a consistent decline.
Telsey Advisory Group analyst Cristina Fernandez notes, «Hoka and On introduce a new aesthetic, catering to the everyday runner. U.S. consumers seek alternative brands, driven by a desire for novelty and a break from the norm.»
Popular picks include On Holding’s Cloudflow 4 and Hoka’s Clifton 9, embraced not only by runners but also those seeking comfort in daily routines.
On Holding’s Co-CEO and CFO, Martin Hoffmann, emphasizes their commitment to brand integrity: «No major discounting; we focus on full-price selling, protecting the brand for the long term.» Growth spans physical stores to e-commerce, with robust demand for products launched in the last 12 to 18 months, especially in the running category.
As Nike and Adidas pivot to a direct-to-consumer strategy and streamline wholesale operations, the market narrative evolves. Nike’s recent launches—Invincible 3, Infinity 4, and Vomero 5—signal a response to the slowdown in their running category.
Elite distance runner James Rodgers acknowledges the changing landscape: «Now athletes have a greater choice, picking a carbon trainer from an old favorite or choosing a model that aligns with their unique running style. I have a pair of Hokas in my collection; I appreciate their responsiveness in speed workouts.»
In this transformative phase of the sneaker industry, On and Hoka aren’t just new players; they’re setting the pace, redefining what it means to step into the future of athletic footwear. Explore the revolution—On and Hoka are leading the way.
