2026 looks set to be another year of contraction for the global sneaker market. According to Heuritech, Europe will see a 5% sales decline in Q4, while the US faces a softer 3% drop - both markets on a steady downward trajectory quarter on quarter.

Nike, Adidas, and New Balance dominated 2025 with a combined 74% market share, though Nike lost ground throughout the year. Among the rising names, Asics, Onitsuka Tiger, and Mizuno posted the strongest visibility gains. The only bright spot across the board: retro sneakers are the sole category forecast to grow for both men and women in 2026.

We are grateful to Samuel Gut for the insightful analysis