What: Upstart footwear brands, including On Holding and Hoka, are gaining more shelf space in global retailers, challenging Nike and Adidas with their popular styles and focus on premium running shoes.

Why it is important: Market share for On Running and Hoka has increased while Nike and Adidas have experienced a decline.

These brands have been successful in attracting customers with innovative product offerings in the running and performance shoe categories. Market share for On Running and Hoka has increased while Nike and Adidas have experienced a decline. The appeal of these newer brands lies in their new aesthetic and their ability to cater to everyday runners.

Consumers in the US are willing to try out alternative brands, driven by a desire for newness and choice.

On, Hoka starting to take more retail shelf space from Nike, Adidas