As we prepare to exit 2025 and look ahead to 2026, the dynamics in the running industry appear to be shifting. Brands that have lost momentum in the run specialty channel are regrouping and jockeying for stronger positioning in 2026, even as the segment’s market leaders aim to expand their dominance.

As more footwear brands aim to divide their respective running segments in two — performance and lifestyle — market observers are calling for specialty run retailers and brands to continue to broaden their approach to the younger generation. Brands committed to growing the 20- to 30-year-old set, along with beginners, may be well-positioned to thrive in the run specialty consumer base.

Differentiated offerings and a commitment to run specialty are also key. Here, Runstyle takes a closer look at what’s on tap with some key running brands.

Brooks Running

Don’t look for Brooks to waver from its core mission of inspiring everyone to run and be active. The brand intends to amplify three partnership programs in 2026 that focus on community, expertise, and experiences. The company generated 17 percent global sales growth in Q3 and retained its top dog status in the U.S., according to Circana, with three of the six best-selling models in adult performance running footwear.

Brooks is elevating its Sports Med Ambassador program to make it easier for professionals in the program to align with the local retailer and build a connection with them. Meanwhile, the Brooks Run Club, focused on connecting runners with experiences, is being ramped up to promote events and drive runners to experiences in their own communities in partnership with local retailers.

“When it comes to addressing retail segments, we always keep the runner at the center,” said Dave Patterson, Brooks’ senior manager of specialty sales. “We’re focused on winning with our industry-leading cushion products, while investing in innovation across trail and speed… And we’re thrilled to be launching an innovative new line of apparel and sports bras that re-centers that business around the runner.”

Adidas

The brand is focused on a return to the run specialty channel, and working to build up its credibility and business in the segment. Notably, Fleet Feet announced in November that it would add Adidas to its roster of performance footwear vendor partners. In the announcement, Fleet Feet lauded Adidas for its flagship models such as the Adizero Adios Pro Evo 2, Adizero EVO SL and Adizero Boston 13, along with headline performances from elite athletes and standout appearances at major marathons.

 As detailed in its most recent earnings call, Adidas is looking to build off the success of its racing and speed shoes, taking those innovations and scaling them into every day and comfort running.  Adidas says parts of its “lifestyle running” business, including its SL 72, have been strong for the brand.

“We will grow in running lifestyle in 2026, no doubt about it,” commented CEO Bjorn Gulden. “Will we be a market leader in any other segments? I think that’s too early to say… You must remember we went out of running specialty, meaning we didn’t have any activities and relationships with the segment because previous management thought we could go DTC with it. To build that back again – to hire people to be in the running communities and get the specialty (segment) to buy into you again, is something that takes time… And as we’re building more innovative products and creating more visibility, we see huge potential in running.”

Diadora

The Italian brand is sharpening its focus on product development in 2026 – enhancing both comfort and performance across its running assortment. The new Cellula 2, for example, builds on the success of the original with a wider toe box and a more traditional tongue for an improved fit and feel. Diadora intends to approach the run specialty channel with “greater intentionality and discipline” by narrowing where it sells while deepening its support for partners. Beyond product, the company intends to continue investing in the next generation of runners through programs like its High Mileage Summer Camp in Flagstaff, AZ and will expand that model with strategic retail partners nationally.

Asics

The Japanese brand, which reported 4.7 percent growth in its performance running business to approximately $566.4 million in the quarter ended June 30, made organizational changes to its Asics North America unit in October. Mike Dougherty, previously VP of Commercial, was promoted to Chief Operating Officer, and Kevin McHale was elevated to VP of Run Specialty. North American sales for the six months increased by 9.2 percent to ¥73.9 billion ($482 million), trailing double-digit growth rates in Japan, Europe, and Greater China.

For the first time in its history, Asics’ H1 sales exceeded the ¥400 billion mark ($2.6 billion), and the company raised its annual revenue forecast to ¥800 billion ($5.2 billion).

Topo Athletic

In 2026, the brand intends to focus on showcasing its “workhorse” styles – Phantom, Aura, Ultraventure, and Atmos – in the daily training segment while maintaining its strong position on the trail.

“Much of our plan for 2026 will build on past years, as we’re dedicated to retail-friendly business initiatives that make us a brand retailers love working with,” commented Ashleigh Cook, U.S. (Wholesale) Sales Director for Topo Athletic. “We are happy with our growth in the run specialty channel, but we are not satisfied with our current penetration. Despite nearly 50 percent growth in wholesale year-to-date, we have several key dealers who are not yet carrying Topo. We have work to do across the country.”

Nike

Amid a turnaround under CEO Elliot Hill, Nike is convinced a resurgent running business will help them get there faster. Nike Running sales grew more than 20 percent in the quarter ended Aug. 31 as Swoosh staff reset more than 1,300 running retail spaces in the U.S., ranging from Nordstrom to Boston’s Heartbreak Hill run specialty shop.

“It turns out,” Hill told analysts recently, “runners mostly want three things from the running shoes, big cushioning, stability, or an everyday shoe that returns energy in response. We’ve moved with a sense of urgency.”

Looking to the future, Nike’s Project Amplify, unveiled last month, is described as “the world’s first powered footwear system for running and walking, designed to help everyday athletes go a little bit faster and farther – all with less effort.” Built on motion algorithms, and still in early testing, products will be introduced to consumers in the coming years. Created alongside robotics partner Dephy, Amplify is focused on making slower running, jogging, and walking easier, and more fun for athletes running at a 10- to 12-minute mile pace.

Saucony

The Wolverine Worldwide-owned brand is making strides in both the performance and lifestyle running segments, across global geographies, especially with women. Saucony’s Q3 sales rose 27 percent year-over-year to $133.1 million, and the brand took market share in U.S. Run Specialty, the company reported. Gains in that channel were paced by four franchises—the Ride, Guide, Hurricane, and Triumph. Saucony’s Endorphin franchise targets elite runners with the Speed for serious training, Pro for race day, and Elite for ultimate performance.

Saucony will introduce the Endorphin Azura, a premium non-plated trainer targeting a larger consumer segment, in 2026. And the brand is using collabs to fuel growth in lifestyle running.

Hoka

Parent company Deckers Brands’ business, which saw its Q2 sales increase 11 percent to $634.1 million in the period ended June 30, is heavily focused on aggressive Hoka growth outside the U.S. and expanding beyond the road and trail with lifestyle and fitness products. Hoka’s FY25 domestic sales grew 17 percent year-over-year to approximately $1.5 billion, and the brand gained two points of market share in the overall U.S. Road running category.

“We’re committed to building sustainable growth for HOKA and are confident in the strategy we’re executing to achieve this goal,” Deckers President and CEO Stefano Caroti told analysts. “As we enter the second half of FY26, our priorities are driving healthy sellthrough and gaining market share, leveraging our enhanced DTC loyalty program to drive consumer engagement, preparing the marketplace for Spring 2026 updates to the Gaviota, Mach, and Speedgoat franchises, and investing in marketing .”

Mount to Coast

In its first two years since launching, the performance brand “has almost solely focused” on introducing itself to the industry and retailers across the country. In 2026, the brand will expand into Canada. And Doug Rosenberg, Mount to Coast US Country Manager, tells us, “We’ll be implementing strategies that will deepen our existing retail partnerships and facilitate community-focused events. Our goal in the upcoming year is to bring Mount to Coast’s unique culture and brand identity to familiar places for runners, from creative in-store POP and co-branded merchandising to supporting our partners at local Ultra races, race expos, and run groups in their communities.”

Skechers

Two new colorways of the AERO Burst Slip-ins are being introduced for the Spring/Summer 2026 season. First introduced last summer, the well-cushioned style is designed for long-distance running routines. It features Hyper Burst Ice midsole cushioning for lightweight responsiveness and a carbon-infused H-plate for added propulsion. The shoes are also available in standard lace-up versions.

On Running

The Swiss brand, which has had a phenomenal run (no pun intended) over the last few years, is intent on expanding its reach beyond running as it maintains its premium positioning status. Tennis and apparel are two key initiatives. The brand’s strength is said to be over-indexing with Gen Z consumers and On’s awareness in the U.S. has more than doubled in a year as more teens have sought the brand. As of mid-August, the company’s FY25 outlook called for annual sales of about $3.59- $3.6 billion, a 28% year-over-year increase.

“We have more confidence than ever in the impact of our growth pillars on our products, customer experiences, and ultimately, our financial results,” CEO & CFO Martin Hoffmann told analysts.

Essential Strategies

OS1st

The brand’s focus for 2026 is translating real-world retail feedback into product innovation, merchandising tools, and marketing support that resonates on the sales floor. OS1st’s ongoing investments in recovery and foot wellness will include expanding its lineup with Met Pads and Toe Caps — new additions that provide targeted relief and skin protection for active feet. By refining packaging displays and education resources, the company is working to strengthen its retail partnerships and make it easier for store staff to leverage the OS1st brand in-store. New product DermaSox is the brand’s first comfort sock infused with slow-release moisturizing technology.

PowerStep/Currex

The independent retail channel is the most strategic channel for Foundation Wellness brands PowerStep and Currex. The company has made supply chain reliability a core part of its strategy to strengthen retail partnerships. “By owning our own manufacturing plants and distribution center, we’re able to control quality, improve product availability, and respond quickly to customer orders,” stated Nicholas Adams, Chief Sales Officer, Foundation Wellness.

Cadence

The insole brand distinguishes itself, in part, by offering specialty retailers exclusive models that are not available to purchase online. “We never undercut our retail partners; we maintain consistent pricing across all channels, and we always direct customers to their local retailers,” stated John Hinds, PT, Founder, Owner, Cadence, who added that the brand has also done a good job holding the line on pricing for over 14 years, despite rising costs.