Performance sneakers surge as lifestyle sales wane, reshaping the sneaker market
Analysts say a shift toward performance-oriented shoes is boosting sales for brands like Adidas and Asics, while traditional lifestyle sneakers face weaker demand.
The sneaker industry is seeing a clear pivot from fashion-driven designs to performance-focused footwear, according to market commentary. Adam Cochrane of Deutsche Bank Research cites a lack of fresh ideas in lifestyle sneakers, a cooling of the pandemic-fuelled boom and constrained spending among 16- to 25-year-olds as drivers of the shift. Adidas chief Bjørn Gulden highlighted strong growth in football, running and training shoes, which he says compensates for a softer market for classic lifestyle models.
While retailers like Zalando and JD Sports describe overall sneaker demand as muted, they acknowledge an encouraging uptick in performance-oriented sales. Brands such as Asics are capitalising on the blend of sport and style, promoting “SportStyle” lines that combine technical features with everyday appeal, and luxury boutiques like Berlin’s VOO are now stocking performance brands alongside fashion labels. The blurring of lines between sport and style is set to influence future design and marketing strategies across the sector.
Why it matters
The shift reshapes consumer spending and forces sneaker makers to balance fashion appeal with technical performance.
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