What's Happening?
Several sneaker brands are experiencing increased visibility on social media despite a forecasted decline in overall sneaker sales. According to trend forecasting firm Heuritech, Mizuno, On, and Onitsuka Tiger have shown significant growth in social media presence
in 2025. Mizuno led with a 30% increase, followed by On with 21%, and Onitsuka Tiger with 19%. The women's market saw Mizuno achieving a 44% growth, while Onitsuka Tiger and On followed with 28% and 22.5% respectively. In contrast, the men's market showed subdued visibility trends, with Skechers maintaining stable growth. The overall sneaker market is expected to continue its downward trend, with a 3% decline in the U.S. market by the end of 2025. However, the retro trainer category is projected to grow by 7% in 2026, offering a potential opportunity for brands.
Why It's Important?
The increased social media visibility of these sneaker brands highlights the shifting dynamics in consumer engagement and marketing strategies. As traditional sales decline, brands are leveraging digital platforms to maintain relevance and connect with consumers. This trend underscores the importance of social media as a tool for brand visibility and consumer interaction. The growth in the retro trainer category suggests a consumer preference for nostalgic styles, which could influence future product development and marketing strategies. Brands that effectively harness social media and adapt to changing consumer preferences may gain a competitive edge in a challenging market.
What's Next?
As the sneaker market continues to evolve, brands may focus on enhancing their digital marketing strategies to capitalize on social media trends. The anticipated growth in the retro trainer category could lead to increased investment in product lines that cater to this demand. Brands may also explore collaborations and limited-edition releases to drive consumer interest and engagement. Monitoring consumer behavior and adapting to market trends will be crucial for brands aiming to sustain growth and visibility in a competitive landscape.
