WWD highlights insights from Heuritech's Global Footwear Report on the shifting dynamics of the global sneaker market, where challenger brands are gaining ground through social media visibility despite an overall market slowdown.

This article explores how Mizuno, On, and Onitsuka Tiger recorded the strongest growth in social visibility in 2025, largely driven by momentum in the women’s segment.. Among established leaders, New Balance and Adidas posted modest gains, while Nike saw declines across both men’s and women’s markets. Additional insights point to category-level opportunities, particularly in retro, trail, and select performance segments, even as broader lifestyle and running categories face contraction.

These trends underscore a changing competitive landscape, where digital visibility and cultural relevance are becoming critical drivers of brand authority.

We're grateful to Vicki M. Young for spotlighting Heuritech's insights in this article!