Consumer Products

Nike Dominates Global Athletic Footwear Voting with 41%

09 Jan, 2024 | Statistics

The first incarnations of footwear, which date back thousands of ears, were primarily concerned with functionality and foot protection. The development of sports footwear, however, signaled a turning point for the sector. From the humble beginningd of plimsolls to the contemporar multi-billion-dollar market dominated by giants like Nike and Adidas, the history of sports footwear is a compelling narrative of innovation, cultural significance and savvy marketing.

Dominance of athletic footwear industry

In order to improve performance during physical activities, the idea of customized footwear for athletic reasons originated. This development was sparked by the modern olympic games in 1896, which led to a rise in the need for better footwear, notabl for running. Revealed the earliest developments in 1921 that intended to enhance athletic performance through footwear design. 

The innovation of "plimsolls" or "sand shoes." created by the Liverpool Rubber Company, was a turning point in the development of sports footwear. Due to their silence, which allowed wearers to move covertly, these shoes were eventually referred to as "Sneakers." This was the beginning of the sneaker culture, which would later extend beond athletic context into numerous sports.

In the modern world, athletic footwear has evolved from a simple functional item to a cultural phenomenon. Brands like Nike, Adidas, Reebok, PUMA, Asics and Brooks have harnessed this frenzy, accumulating billions in revenue.

Insights into the global athletic footwear market

In the fiscal year 2022, Nike alone sold an amazing $29 billion worth of shoes, emerging as the industry leader. The shoe industry's ability to seamlessly combine innovation and nostalgia is one of its most appealing features. Alongside modern designs, buyers continue to favor models from the 1970s and 1980s. Brands have been able to retain a strong presence and cater to a variety of consumer tastes because to this special dynamic. 

Nike's emotive branding initiatives, which capitalize on the aspirational benefits of their products, stand out among the marketing tactics. Nike persuades customers that wearing its shoes can result in better lifestyles and personal greatness by crafting storylines that connect with them. This deep emotional connection has helped Nike rise to the top of the sector. Furthermore, With $13.1 billion in projected sales in 2022, Adidas holds the second-largest market share. Skechers comes in second with $7.4 billion, while PUMA, Asics, and Converse secure their places with $4.5 billion, $3.0 billion, and $2.1 billion in revenue, respectively.

Gender plays a role in consumer preferences. In 2023, men made up 54.3% of the market for athletic footwear, while women made up 45.7%. Nike won 41% of the vote, followed by Adidas with 20.5% and Brooks with 9.5% as the most popular running shoe brands. Interestingly, the U.S. became the market leader for athletic footwear after collecting $14.5 billion in revenue in 2022. While India contributed $2.3 billion, China brought in $6.7 billion, and Japan brought in $1.9 billion.

From its practical beginnings to its current cultural and commercial relevance, the history of athletic footwear demonstrates the strength of fusion of sports and fashion. The athletic footwear market is expected to keep advancing as businesses continue to compete for consumers' attention and loyalty.


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