Meanwhile, data from the Running Industry Association estimates year-over-year footwear unit sales growth in the specialty run channel increased by an estimated 4.75 percent in 2024 with the Average Selling Price (ASP) expanding by 3 percent to $136.58 and total dollar sales growth racing forward by 7 percent.

Around the industry, brands have 2025 initiatives in place that aim to accelerate their market share within the segment or help them climb back into the business. Only time will tell if running brands and their retail partners can collectively grow the category again this year, or if it becomes a share-stealing marathon amid the current macroeconomic climate.

Runstyle takes a closer look at key, recent developments at 11 brands and their respective strategies for the run category in 2025.

Adidas: Achieved double-digit percentage sales growth in the running category in Q4/24. Annual overall footwear sales rose by 17 percent in millions of euros while apparel was up 6 percent. Said AdiZero performance running shoe was one of its “hot products” in 2024.

Asics: Japanese brand’s North American sales increased by 18 percent in 2024 to nearly $892 million. Company said its sales share in the run specialty channel grew to 19.5 percent from 9 percent in 2023, vaulting the brand to number two within the retail segment. Gains were driven by the December launch of the Novoblast 5 and the Gel-Nimbus and Gel-Cumulus franchises.

Brooks: Seattle-based company says it expanded its U.S. specialty retail channel business by 19 percent in 2024. Launched new versions of its core franchises in 2024 for the first time in three years as it debuted its “Let’s Run There” marketing effort that’s aimed at inspiring people to run their own path. Counts 1 million members in its North American loyalty program.

Hoka: The Deckers-owned brand expanded its global revenues by a whopping 59 percent to $1.41 billion last year. In Q4, Hoka’s total revenues rose 40 percent to $397.7 million that was aided by a near-doubling of the brand’s DTC sales in the period. Current sales growth estimate for 2025 is 20 percent.

Mizuno: Global running sales declined by 3.9 percent in Japanese yen to approximately $117.8 million in the most recent quarter, but the segment had unspecified improvement in year-over-year profitability. Company attributed the revenue decline to its strategy aimed at maintaining healthy inventories and higher gross margins.

Nike: The Swoosh’s re-focus on performance running paid off in its most recent quarter ended Feb. 28. It expanded by mid-single digits due to shoes such as the Pegasus 41, Vomero 18 max cushioning shoe, and the new Pegasus premium launch. Under CEO Elliott Hill, Nike is promising to add more marketing support and team training like the Ekins of old.

On Running: The Swiss company is forecasting for approximately 27 percent constant currency sales growth this year to approximately $3.4 billion with a steady gross margin of about 60.5 percent. Key releases early this year include the Cloud 6 and Cloudsurfer 2. Intends to expand its global account base to 11,300 locations from 10,700. Americas’ sales rose by 28 percent in 2024 to approximately $447.6 million, fueled by Direct-To-Consumer and selective expansion in Foot Locker and Dick’s.

Puma: New “Go Wild” marketing campaign, which will run through 2026, is focused on expanding the brand’s global reach and bolstering sales of its performance products. Spots focus on the everyday runner, running with the dog or in the community, and new moms. The company, which recently tapped former Adidas executive Arthur Hoeld to replace Arne Freundt as CEO, is banking on its Nitro Foam performance runner and Nitro technology to propel Puma into a Top 5 global running brand. Puma was ninth in 2024.

Saucony: Wolverine-owned brand reported $406.5 million in 2024 sales in the middle of its parent’s turnaround. Saucony business grew by 7 percent in Q4, adjusted for business model changes, with strong growth in the U.S. and EMEA and the brand’s gross margin rose by 1,400 basis points worldwide, helped by market share gains in the U.S. run specialty channel.

Skechers: Intends to refocus on the running category this year as it continues to expand the brand’s reach with technical products. Will look to grow its presence in the segment internationally where it sees whitespace, but it recently admitted its major push into performance running isn’t likely until 2026 or 2027.

Under Armour: The brand, under CEO and founder Kevin Plank and president Eric Liedtke, is transitioning to a consumer-focused category managed model that emphasizes “singular accountability leadership” in at least seven categories, including performance run. Is launching a new, multi-year marketing approach later this year that is designed “to resonate with athletes in their environments.”