AlixPartners’ recently released Consumer Sentiment Index (CSI) identifies that demand for athletic footwear is “booming” amid strong shifts toward casual, comfort and active lifestyles. However, the Index also found that brand loyalty within athletic footwear is “fleeting,” with several brands experiencing fluctuations in popularity among consumers over the last year.
The latest CSI Index, based on insights from over 9,000 consumers, found that nearly all athletic footwear brands have shifted in their popularity rankings. Notably, Adidas swapped places with Nike with the Gen-Z cohort, while Skechers and Reebok gained visibility. On received a leap in appeal. AlixPartners attributed the changes, in part, to the effects that newer social media platforms, such as TikTok, can have on reshaping demand.
“Athletic footwear is one of the fastest growing markets, fueled by comfort-first style and brand-driven choices, but in a world where the “it” shoe changes overnight, winners can’t afford to slow down,” said Justin MacFarlane, partner and managing director at AlixPartners Retail Practice, in the report.
The findings from the CSI index were overwhelmingly positive regarding athletic footwear, with the firm citing Euromonitor data showing that the athletic footwear category is forecasted to grow at a 10 percent annual rate, outpacing the growth of non-athletic footwear.
Beyond fashion, lifestyle changes are also fueling growth. AlixPartners noted in the study, “Activities like pickleball, yoga, hiking, and running are drawing new participants across generations. Even Baby Boomers and Gen X are more active, demanding versatile shoes that transition from exercise to everyday wear.”
AlixPartners nonetheless noted that athletic footwear buyers “demand more” from their athletic footwear at this point, including seeking brands that reflect their personal style while delivering comfort and aligning with active lifestyles.
“’Casual Fridays’ evolved into ‘casual every day,’ but now, casual no longer means less polished,” stated AlixPartners in the report. “The rise of elevated casual-comfort with refinement appears in nearly every setting: work, dinner, errands, even the red carpet.”
The CSI index revealed that, as comfort has become an expectation in athletic shoes, brand reputation has become increasingly important. CSI data found that “a clear brand identity I connect to” nearly doubled in importance year-over-year, rising from 21 percent last year to 43 percent this year. Additionally, nearly half of consumers (49 percent) said they would reduce spending elsewhere to afford the brands they want.
AlixPartners advised brands to tailor go-to-market approaches based on age groups. CSI data found that younger consumers value innovation, with 45 percent of Gen Z and Millennial respondents citing innovation as a primary purchase driver. Gen Z and Millennials were also found to prefer digital shopping, while leaning toward trend-led retailers like JD Sports, both in-store and online.
For Gen X and Baby Boomers, consistent fit and durable construction were “More Important,” with 57 percent citing sizing reliability as “Very Important.” Gen X and Boomers were found to care less about brand identity but value personal connections through knowledgeable store employees. The older cohorts were also found to prefer in-store shopping at one-stop sporting goods stores, such as Dick’s.
The key takeaways offered by AlixPartners in the report, when discussing athletic footwear, included:
- Brand connection is the new performance metric. The brands that win are the ones consumers feel proud to wear.
- Consumers remain loyal when price, quality, and comfort are in sync. Break that balance, and they will move on.
- Gen Z buys the story; Boomers buy the substance. The brands that blend both win the basket.
AlixPartners said in the study, “Athletic footwear isn’t just growing; it’s rewriting the rules of the entire footwear market. Comfort is table stakes, and brand identity is the closer. But these consumers move fast: TikTok can turn an underdog into the “it” shoe overnight, making today’s frontrunner into tomorrow’s afterthought. The winners will be the brands that fuse comfort with hype and stay relevant in a market where loyalty shifts quickly.”
Footwear Preferences
In AlixPartners’ latest CSI index, Nike and Adidas remain the most popular performance footwear brands among surveyed respondents; however, On is gaining market share, moving into the top three among Millennials. AlixPartners said, “By blending technical precision with lifestyle appeal, its Swiss-engineered cushioning and minimalist design deliver both credibility and style, turning running shoes into everyday fashion essentials.”
Nike declined in mindshare for both the Gen Z and Boomer cohorts. Brands gaining mindshare included New Balance and Skechers..
In the Fashion Footwear category, Crocs ranked in the top three among all surveyed respondents, led by Gen X. AlixPartners said, “The brand has turned comfort into a platform for self-expression. Jibbitz, playful drops, and viral TikTok moments keep it fresh for younger shoppers, while all-day wearability keeps older consumers coming back.”
Timberland ranked first among Gen Z respondents and scored high with older generations surveyed. Clarks and Ugg also gained in mindshare.
Among retailers of multi-brand Footwear, Zappos continued to stand for service. AlixPartners said, “Free returns, 24/7 support and consumer-first policies make it a go-to for Millennials and Gen Z, who prize convenience and reassurance, cementing its role as an online retailer people stick with.”
Key footwear sector insights found in the report include:
- Quality Wins: Nearly half of the surveyed respondents (47 percent) stated that “quality aligns with price” as their top purchase driver, making it the No.1 footwear attribute and more influential than in fashion overall (42 percent).
- Digital convenience climbs: Fast, easy shipping and returns ranked as the No. 2 priority by surveyed respondents. BOPIS, seamless returns and social shopping gained ground, while in-store factors like hygiene and layout declined in importance.
- Deals still matter, but less: “Best deal” remains in the Top 10 drivers (No.8), though its influence has softened, falling from No.3 last year, signaling surveyed respondents are balancing value with other factors.
- Strong emotional tie to brands: Brand affinity surged in the survey, rising to the Top 10 from No. 42 in last year’s survey, a trend the firm sees outpacing overall fashion, fueled by younger consumers who seek loyalty and identity alignment.
Outdoor & Active Preferences
In the Active category, when ranking in the Top 5 retailers by generation, Lululemon gained ground across all surveyed respondents. Nike and Under Armour gained appeal with Gen Z. Nike and Alo Yoga also captured more mindshare among Millennials surveyed. Adidas lost appeal with those in the Gen Z, Millennials and Gen X age groups. Dick’s Sporting Goods also lost appeal with Gen Z and Gen X, but is most popular among Baby Boomers, who are more likely to shop at multi-brand retailers.
Key insights for the Active category include:
- Service is No.1: In-stock availability, fast free shipping and free returns are the top service drivers. Seamless logistics build loyalty.
- Experience builds connection: Brand values drive trust more than influencer collaborations – 47 percent cite values aligning with brand identity as “Very Important,” compared to 17 percent for influencer collaborations.
- Fairness over promotions: Discounts erode credibility, while fairness sustains loyalty in performance-driven categories. Transparent pricing and quality matching price are more important to consumers than getting the “best deal”, which dropped in importance from last year.
- Generational divergence is sharp: Gen Z favors innovation, while Boomers prioritize reliability. Virtual try-on and innovative tech are drivers for younger consumers, while older generations prioritize high-quality products and easy returns.
AlixPartners’ full report on its latest Consumer Sentiment Index (CSI) is available for download here.
Image courtesy Adidas
