EXEC: SGB 2026 Look Forward — Lively Way of life Footwear Market Leaders

Tariffs stay high of thoughts amongst footwear model and retailer leaders, with product differentiation and new methods to drive visitors anticipated to be essential to offset the sting of upper footwear costs.

On the optimistic facet, the footwear business can make the most of a number of wholesome tendencies, together with sturdy curiosity in sport-lifestyle and retro types, in addition to the continuing enchantment of consolation and wellness broadly. Companies which have benefited lately from the breakouts embody Hoka and On, in addition to the resurgence of manufacturers akin to New Balance and Asics. The business is hopeful that a couple of manufacturers will shock once more to deliver newness to shoe partitions.

Social media is anticipated to play a bigger function in boosting demand, significantly amongst youthful shoppers who’re gravitating in the direction of working. With footwear costs anticipated to rise as distributors run low on mitigation measures, sturdy merchandise backed by sturdy storytelling and repair ranges might be important to numb sticker shock.

Jen Brummitt
Co-Owner & CEO, Gazelle Sports, Kalamazoo, MI

“We noticed our whole variety of tickets down in 2025, though topline gross sales remained flat to the prior 12 months. For Gazelle Sports, 2026 is all about assembly prospects the place they’re to focus on our differentiation within the market.

“Product in our business has by no means been higher. Our footwear manufacturers proceed to stage up in efficiency and elegance season after season, all chasing the primary place. On the attire facet, we anticipate prospects to decide on high quality and put money into items they’ll put on season after season. Natural fibers might be a variety of the dialog, particularly wool as an all-season material.

“As a small business, we are also feeling the impact of rising prices at every line item, from health insurance to supplies. We are optimistic about 2026 but will need to be diligent in our execution and do everything.”

Beth Goldstein
Industry Advisor, Footwear & Accessories, Circana

“The affect of tariffs, 2025’s greatest story, will proceed to form the footwear market in 2026. Rising costs will strain demand, and shoppers will nonetheless prioritize merchandise that ship consolation or wellness advantages, in addition to vogue. Retro will stay influential, although rising or revived franchises are unlikely to copy the explosive development seen from current ‘must‑have’ gadgets. Running footwear is anticipated to proceed outperforming the market, however a pure softening in unit gross sales will heighten the necessity for innovation and disciplined provide planning.

“Social media will play a good higher function in driving each demand and conversion, contributing to an more and more fragmented channel panorama. At the identical time, AI‑pushed instruments, if maximized, can improve each on-line and in‑retailer experiences, strengthening engagement and bettering stock effectivity.

“To succeed in 2026, footwear brands will need meaningful storytelling, well-defined distribution strategies and tight coordination across digital and physical touchpoints.”

Nate Herman
EVP, American Apparel & Footwear Association (AAFA)

“In 2025, commerce instability made long-term planning tough, pushing many firms right into a reactive posture as they navigated a cycle of tariff bulletins and non permanent pauses. During these pauses, manufacturers and retailers accelerated shipments to soak up prices and restrict worth will increase for shoppers.

“As we transfer into 2026 and extra stock is labored via, it can develop into more and more difficult to protect shoppers from larger costs. Diversifying sourcing will stay a high precedence; nevertheless, reciprocal tariffs utilized broadly throughout buying and selling companions are creating new limitations to that transition. What the business wants most in 2026 is bigger predictability, together with new, non-stacking commerce agreements and exemptions for merchandise that qualify underneath current U.S. free commerce agreements to keep away from compounding already excessive tariff charges.

“On the coverage entrance, whereas 2025 introduced federal environmental deregulation, the business continues to have interaction constructively on the state stage. Advancing sustainability, compliance, and traceability stays important to long-term development and innovation. Progress akin to California’s SB 707 and the deliberate rollout of prolonged producer duty frameworks in 2026 demonstrates how sensible, aligned insurance policies can help a extra round financial system. The purpose is to see these approaches harmonized and scaled nationally, guided by the Threads Sustainability and Social Responsibility Protocol.

“Finally, digital commerce will be a defining force in 2026. Social media–driven shopping and AI-powered tools are expanding rapidly, with the potential to be abused by bad actors who are working to grow the digital devalue chain of counterfeits that harms consumers, brands, and the economy. The uncertainty and increased costs imposed by tariffs will only exacerbate this problem as the bad actors don’t pay the tariffs and can offer consumers what seem to be more reasonable prices during these trying times.”

Tom Mansfield
President & COO, Charm City Run

“We navigated a loopy panorama with tariffs and worth adjustments in 2025, however we ended up ending up in items and clearly noticed slightly bit extra profit in {dollars} due to these worth will increase. The rumor mill was that shoe costs could be going up $20, $30 or $40, however that didn’t occur, in order that helped us. Small will increase are, sadly, regular lately throughout classes. The client is used to paying extra for every little thing. If footwear costs begin outpacing common inflation, we’ve bought an issue.

“Looking to 2026, I’m bullish. We’re nonetheless navigating a few of the worth adjustments and uncertainty with the financial system, and clearly with tariffs. But so far as the controllables, I’m a big-time believer within the sport and what it does for folks. And throughout unsure occasions, working and strolling are the place folks normally head for aid. We’re in a fantastic spot to be there for folks.

“Product additionally continues to get higher annually. The velocity of innovation continues to maneuver in a short time. One of the most effective issues manufacturers can do for us is to innovate, discuss their model and the place to seek out it, and assist drive visitors for us that we didn’t create on our personal. We noticed waves of visitors arrive with the splashes created by Hoka and On lately. Could there be one thing new on the market, or one thing we have already got that may assist drive pleasure for us this 12 months? Brands are highly effective issues. They can communicate to the patron in a manner that we are able to’t.

“We also see a big opportunity in reaching younger consumers. The 22-to-35 demographic is starting to enter our races, which is exciting. We’re thinking a lot about how we can create a community for them or become a part of their community. But we continue to have to find new customers every year and fight for that return visit. You’ll see Charm City Run renovate another one of our stores in the first quarter, which we’ve been leaning into the last couple of years in a big way. We’ve got beautiful product and fantastic people, but we need to have those people and that product in a store that looks like premium retail. We don’t believe we’re competing directly with run specialty and specialty retailers. We’re competing for wherever people are going to spend their dollars.”

Jennifer McLaren
President, Altra Running

“Here at Altra, we imagine that the working class will proceed to see optimistic momentum regardless of any financial uncertainty. We’re optimistic about the best way that right now’s well being tendencies emphasize Altra’s core values of main an lively life-style, shifting naturally and staying on the market; these are values that stand sturdy even in occasions of hardship as a result of they assist present a way of stability and steadiness.

“Running and wellness culture is also creating space for in-person connection, a trajectory that we see building as a balance to the modern digital landscape. Altra will lean into these opportunities for face-to-face connection by continuing to support local communities through sponsorships, events, meetups, and support of our run specialty partners.”

Lindsey Mulder
Co-owner, Playmakers

“As we stay up for 2026, we accomplish that with deep gratitude for our Playmakers neighborhood, each right here at house and throughout the run specialty business. In a retail panorama that continues to evolve, the significance of sharing tendencies, concepts and finest practices has by no means been higher. By studying from each other and dealing collectively, we imagine we’re higher positioned to navigate challenges and transfer our business ahead. We are additionally extremely grateful for our vendor companions who persistently present up in significant methods to help specialty retail.

“In 2026, we are going to place a higher emphasis on ticket depend somewhat than whole gross sales, a shift we started intently monitoring within the second half of 2025. Recent worth will increase have inflated gross sales {dollars} throughout retail, whilst transaction counts have remained comparatively flat. With continued inflation and financial uncertainty, we’re planning for low single-digit development in 2026 and imagine specializing in visitors and transactions might be a more healthy, extra correct measure of success.

“The run specialty footwear panorama is as sturdy and dynamic because it has ever been, with excellent choices throughout many manufacturers. We are excited to deliver this innovation and depth to our prospects and anticipate a extremely aggressive surroundings amongst our model companions. Our focus stays on what units Playmakers (and run specialty) aside — genuine connection, educated service and creating welcoming experiences.

“We look forward to moving into the year ahead alongside our community and partners, learning together and building a strong, sustainable future for run specialty.”

Bob Mullaney
CEO, RG Barry Brands (Dearfoams, Baggallini, Planet A)

“As we stay up for 2026, the sporting items and footwear business faces a extra complicated surroundings marked by each strain and alternative. The macroeconomic backdrop will proceed to weigh on sure client segments, with discretionary spending challenged as inflation, whereas easing, stays elevated and the complete affect of tariffs works via price constructions and margins.

“Growth will favor manufacturers aligned with clear tailwinds: the continued evolution of sport life-style, renewed curiosity in heritage and retro silhouettes with trendy updates, and significant innovation that delivers consolation, wellness, and flexibility—the place efficiency working stays a robust proof level for ‘reason to buy.’

“Retail will continue to evolve beyond digital-first toward omni-channel and experiential models, with strong curation, segmentation, and storytelling becoming essential to justify premium and elevated price points. Ultimately, brands and retailers competing solely on price and volume will give way to those creating differentiated value. As consumers increasingly prioritize health, comfort, and products that seamlessly fit into everyday life, we see a significant opportunity to innovate across performance, style, and sustainability in ways that are both relevant and enduring.”

Bryan Poerner
President & CEO, Diadora USA

“The development of the run business lately, with extra manufacturers making nice merchandise and new channels coming into the area, has created each alternative and complexity. For shoppers, the explosion of merchandise and applied sciences has made it more durable than ever to navigate choices and discover the appropriate match for what has develop into an more and more important buy.

“This is the place run specialty can really shine. By performing as knowledgeable curators in a crowded market, specialty retailers can reintroduce pleasure and belief into the product discovery course of, guiding runners to merchandise that finest meet their distinctive wants. Representing manufacturers with considerate, restricted distribution permits retailers to supply prospects one thing distinctive and significant, merchandise they’ll’t discover in every single place else, whereas reinforcing the worth of experience and personalization that solely specialty can ship.

“At Diadora, we’re dedicated to being the strongest attainable accomplice to retailers who share this imaginative and prescient. We’re simplifying our product vary, sustaining unique distribution via run specialty to make sure significant differentiation, and interesting with the following era of runners to reenergize a demographic that has drifted away lately.

“The future of the run industry will belong to retailers and brands who create real value through focus, differentiation, and expertise. That’s the opportunity in front of run specialty, and it’s the opportunity we’re fully committed to supporting at Diadora.”

Joey Pointer
President & CEO, Fleet Feet

“As we glance towards 2026, we’re excited to rejoice Fleet Feet’s fiftieth anniversary. The panorama of working continues to evolve as participation grows and shoppers search deeper connection and neighborhood via working and the manufacturers that help it. We imagine our greatest days are nonetheless forward.

“We are deepening partnerships that stretch past product to create significant experiences for runners. That contains increasing our presence in aggressive and grassroots working via initiatives like our FloTrack collaboration and the launch of the Brooks XC Championships offered by Fleet Feet, alongside the brand-wide relaunch of our coaching packages. We are additionally introducing a brand new Chief Running Officer function targeted on shaping the way forward for the runner expertise and supporting athletes at each stage.

“In 2026, Fleet Feet will surpass the 300-store mark, reflecting our commitment to disciplined, sustainable growth alongside strong franchisees and operating partners. The year ahead will bring its share of challenges and unknown opportunities, but that’s part of building something meaningful. If it were easy, everyone would do it. With a seasoned team ready to lead, we embrace what’s next.”

Matt Priest
President & CEO, Footwear Distributors and Retailers of America (FDRA)

“As we shut out 2025, this 12 months has examined our business with inflation, uneven demand and provide chain changes, but it surely additionally highlighted the power and innovation that outline footwear.

“The 12 months forward provides each alternative and duty. Policymakers have a novel likelihood to form outcomes that matter to American households. Decisions on commerce and tariffs will affect family budgets and client confidence, and FDRA will proceed to advocate for truthful, predictable frameworks that shield shoppers and strengthen companies.

“Our commitment is unwavering: to lead with data-driven insights, foster collaboration, and champion innovation that keeps footwear accessible, affordable and sustainable. Together, we can turn challenges into progress and make 2026 a year of growth and opportunity. We also look forward to working closely with President Trump and his administration to ensure policies prioritize American families and support a strong, competitive footwear industry.”

Andrew Rademacher
CEO & Founder, Lems Shoes

“In the footwear business, we see 2026 as a 12 months of resurgence. Brands that struggled with tariffs in early 2025 have largely tailored, creating extra steady provide chains and pricing methods that set the stage for renewed development. Consumer confidence additionally seems to be rebounding, which ought to translate into extra intentional footwear purchases as customers search for merchandise that ship long-term worth, consolation, and flexibility.

“Within the outside business, we see specialty retailers reinvesting of their companies by testing rising, youthful manufacturers that deliver real innovation to the class. For Lems, we’re excited by this, which is why we’re closely investing this 12 months with our unbiased retailers. As these companions look to face out in a crowded market, we imagine manufacturers with distinctive choices and confirmed client demand will proceed to realize traction.

“We also expect sustainability to continue playing a meaningful role in consumer decision-making. At Lems, we’re focused on strengthening our sustainability efforts by exploring greater use of recyclable materials across our product line and beyond. This includes our new partnership with The Conservation Alliance. As a footwear company whose products are used in the wild, we recognize our responsibility to minimize our impact and share our customers’ respect for the environments they explore.”

Dan Sheridan
CEO, Brooks Running

“Running continues to realize momentum world wide. We’re seeing extra folks across the globe working, strolling and specializing in well being and wellness. This is nice for our business, and we imagine that this development will proceed and even speed up sooner or later.

Macroeconomic uncertainty and tariff challenges will persist as we enter the brand new 12 months; nevertheless, this class has traditionally at all times been resilient in occasions of financial uncertainty. Running and motion proceed to be an antidote in unsure occasions, delivering power, readability, and maybe, most notably of late, connection and neighborhood.

“On the heels of a record 2025, Brooks enters 2026 with even greater excitement for the products and programs we’ll bring to runners and retailers. Our runner-first philosophy will drive accelerated innovation, global expansion and a fresh look across our apparel. I’m confident the industry will collectively advance the sport, creating shared momentum in the communities we serve.”

Lance Taylor
U.S. General Manager, Lowa

“The total outlook on the business is optimistic for 2026. Most of the business had issues about tariffs and worth will increase impacting client habits in a major manner in 2025. I used to be certainly one of them. However, the affect seems to be a lot lower than we initially anticipated.

Many of our retail companions have reported optimistic YoY comparisons within the footwear classes Lowa focuses on, akin to Hike and Trail Run. Lowa seems to be over-indexing the class averages as effectively. Retailers have had a way more optimistic and energetic perspective at commerce exhibits in 2025, which is nice to see after navigating disaster after disaster for the previous few years.

“We have optimism for 2026 based on our order book position for the year and the healthy Lowa inventory levels with our retail partners. Lowa has expanded our consumer target as well. We will continue to innovate within the traditional outdoor consumer segment, where we are well known. We also have some great products in the pipeline for the more modern and athletic outdoor consumers as well, and they are being received quite well by the market.  We see these actions further cementing Lowa as a foundational brand to our specialty partners.”

Lead Image courtesy On