Tariffs remain top of mind among footwear brand and retailer leaders, with product differentiation and new ways to drive traffic expected to be critical to offset the sting of higher footwear prices.
On the positive side, the footwear industry can take advantage of several healthy trends, including strong interest in sport-lifestyle and retro styles, as well as the ongoing appeal of comfort and wellness broadly. The industry has benefited in recent years from breakouts including Hoka and On – as well as the resurgence of brands such as New Balance and Asics – and are hopeful a few brands surprise again in 2o26 to bring newness to shoe walls.
Social media is expected to play a larger role in boosting demand, particularly among younger consumers who are gravitating towards running. With footwear prices expected to rise as vendors run low on mitigation measures, strong products backed by strong storytelling and service levels will be essential to numb sticker shock.
Jen Brummitt
Co-Owner & CEO, Gazelle Sports, Kalamazoo, MI
“We saw our total number of tickets down in 2025, although topline sales remained flat to the prior year. For Gazelle Sports, 2026 is all about meeting customers where they are to highlight our differentiation in the marketplace.
“Product in our industry has never been better. Our footwear brands continue to level up in performance and style season after season, all chasing the number one position. On the apparel side, we expect customers to choose quality and invest in pieces they can wear season after season. Natural fibers will be a lot of the conversation, especially wool as an all-season fabric.
“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 impact of tariffs, 2025’s biggest story, will continue to shape the footwear market in 2026. Rising prices will pressure demand, and consumers will still prioritize products that deliver comfort or wellness benefits, as well as fashion. Retro will remain influential, though emerging or revived franchises are unlikely to replicate the explosive growth seen from recent ‘must‑have’ items. Running footwear is expected to continue outperforming the market, but a natural softening in unit sales will heighten the need for innovation and disciplined supply planning.
“Social media will play an even greater role in driving both demand and conversion, contributing to an increasingly fragmented channel landscape. At the same time, AI‑driven tools, if maximized, can enhance both online and in‑store experiences, strengthening engagement and improving inventory efficiency.
“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, trade instability made long-term planning difficult, pushing many companies into a reactive posture as they navigated a cycle of tariff announcements and temporary pauses. During those pauses, brands and retailers accelerated shipments to absorb costs and limit price increases for consumers.
“As we move into 2026 and excess inventory is worked through, it will become increasingly challenging to shield consumers from higher prices. Diversifying sourcing will remain a top priority; however, reciprocal tariffs applied broadly across trading partners are creating new barriers to that transition. What the industry needs most in 2026 is greater predictability, including new, non-stacking trade agreements and exemptions for products that qualify under existing U.S. free trade agreements to avoid compounding already high tariff rates.
“On the policy front, while 2025 brought federal environmental deregulation, the industry continues to engage constructively at the state level. Advancing sustainability, compliance, and traceability remains essential to long-term growth and innovation. Progress such as California’s SB 707 and the planned rollout of extended producer responsibility frameworks in 2026 demonstrates how practical, aligned policies can support a more circular economy. The goal 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 crazy landscape with tariffs and price changes in 2025, but we ended up finishing up in units and obviously saw a little bit more benefit in dollars because of those price increases. The rumor mill was that shoe prices might be going up $20, $30 or $40, but that didn’t happen, so that helped us. Small increases are, unfortunately, normal these days across categories. The consumer is used to paying more for everything. If footwear prices start outpacing general inflation, we’ve got a problem.
“Looking to 2026, I’m bullish. We’re still navigating some of the price changes and uncertainty with the economy, and obviously with tariffs. But as far as the controllables, I’m a big-time believer in the sport and what it does for people. And during uncertain times, running and walking are where people usually head for relief. We’re in a great spot to be there for people.
“Product also continues to get better each year. The speed of innovation continues to move very quickly. One of the best things brands can do for us is to innovate, talk about their brand and where to find it, and help drive traffic for us that we didn’t create on our own. We saw waves of traffic arrive with the splashes created by Hoka and On in recent years. Could there be something new out there, or something we already have that can help drive excitement for us this year? Brands are powerful things. They can speak to the consumer in a way that we can’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 believe that the running category will continue to see positive momentum despite any economic uncertainty. We’re optimistic about the way that today’s health trends emphasize Altra’s core values of leading an active lifestyle, moving naturally and staying out there; these are values that stand strong even in times of hardship because they help provide a sense of stability and balance.
“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 look ahead to 2026, we do so with deep gratitude for our Playmakers community, both here at home and across the run specialty industry. In a retail landscape that continues to evolve, the importance of sharing trends, ideas and best practices has never been greater. By learning from one another and working together, we believe we are better positioned to navigate challenges and move our industry forward. We are also incredibly thankful for our vendor partners who consistently show up in meaningful ways to support specialty retail.
“In 2026, we will place a greater emphasis on ticket count rather than total sales, a shift we began closely monitoring in the second half of 2025. Recent price increases have inflated sales dollars across retail, even as transaction counts have remained relatively flat. With continued inflation and economic uncertainty, we are planning for low single-digit growth in 2026 and believe focusing on traffic and transactions will be a healthier, more accurate measure of success.
“The run specialty footwear landscape is as strong and dynamic as it has ever been, with outstanding options across many brands. We are excited to bring this innovation and depth to our customers and anticipate a highly competitive environment among our brand partners. Our focus remains on what sets Playmakers (and run specialty) apart — authentic connection, knowledgeable 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 look ahead to 2026, the sporting goods and footwear industry faces a more complex environment marked by both pressure and opportunity. The macroeconomic backdrop will continue to weigh on certain consumer segments, with discretionary spending challenged as inflation, while easing, remains elevated and the full impact of tariffs works through cost structures and margins.
“Growth will favor brands aligned with clear tailwinds: the continued evolution of sport lifestyle, renewed interest in heritage and retro silhouettes with modern updates, and meaningful innovation that delivers comfort, wellness, and versatility—where performance running remains a strong proof point 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 growth of the run industry in recent years, with more brands making great products and new channels entering the space, has created both opportunity and complexity. For consumers, the explosion of products and technologies has made it harder than ever to navigate options and find the right fit for what has become an increasingly significant purchase.
“This is where run specialty can truly shine. By acting as expert curators in a crowded market, specialty retailers can reintroduce joy and trust into the product discovery process, guiding runners to products that best meet their unique needs. Representing brands with thoughtful, limited distribution allows retailers to offer customers something distinctive and meaningful, products they can’t find everywhere else, while reinforcing the value of expertise and personalization that only specialty can deliver.
“At Diadora, we’re committed to being the strongest possible partner to retailers who share this vision. We’re simplifying our product range, maintaining exclusive distribution through run specialty to ensure meaningful differentiation, and engaging with the next generation of runners to reenergize a demographic that has drifted away in recent years.
“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 look toward 2026, we are excited to celebrate Fleet Feet’s 50th anniversary. The landscape of running continues to evolve as participation grows and consumers seek deeper connection and community through running and the brands that support it. We believe our best days are still ahead.
“We are deepening partnerships that extend beyond product to create meaningful experiences for runners. That includes expanding our presence in competitive and grassroots running through initiatives like our FloTrack collaboration and the launch of the Brooks XC Championships presented by Fleet Feet, alongside the brand-wide relaunch of our training programs. We are also introducing a new Chief Running Officer role focused on shaping the future of the runner experience and supporting athletes at every level.
“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 enter 2026, the footwear industry is stepping into a pivotal year—one that will demand clarity from policymakers and decisive advocacy from FDRA. The economic pressures of 2025, including inflation, fluctuating demand, and ongoing supply chain recalibration, have set the stage for an environment in which smart, predictable policy will matter more than ever for American families.
“In the months ahead, decisions on trade and tariffs will directly influence what consumers pay at the register and how confident they feel about the broader economy. FDRA has made this clear to President Trump and his team: footwear remains one of the most heavily tariffed consumer goods in America, and any tariff action taken in 2026 must be strategic, transparent, and centered on household affordability. We have urged the administration to prioritize stable, long‑term frameworks that reduce costs for families while strengthening the competitiveness of U.S. businesses.
“FDRA’s focus in 2026 is straightforward: we will continue to produce data‑driven insights, deepen industry collaboration, and support innovations that keep footwear accessible, affordable, and sustainable. We will also press for enhanced protections in the online marketplace to curb counterfeits, safeguard consumers, and ensure that legitimate companies remain competitive.
We look forward to working closely with President Trump, his team, and leaders across agencies to advance policies that protect American families, foster economic stability, and create a more predictable operating environment for one of the nation’s most essential consumer product industries.”
Andrew Rademacher
CEO & Founder, Lems Shoes
“In the footwear industry, we see 2026 as a year of resurgence. Brands that struggled with tariffs in early 2025 have largely adapted, creating more stable supply chains and pricing strategies that set the stage for renewed growth. Consumer confidence also appears to be rebounding, which should translate into more intentional footwear purchases as shoppers look for products that deliver long-term value, comfort, and versatility.
“Within the outdoor industry, we see specialty retailers reinvesting in their businesses by testing emerging, younger brands that bring genuine innovation to the category. For Lems, we’re excited by this, which is why we are heavily investing this year with our independent retailers. As these partners look to stand out in a crowded market, we believe brands with unique offerings and proven consumer demand will continue to gain 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 gain momentum around the world. We’re seeing more people around the globe running, walking and focusing on health and wellness. This is great for our industry, and we believe that this trend will continue and even accelerate in the future.
Macroeconomic uncertainty and tariff challenges will persist as we enter the new year; however, this category has historically always been resilient in times of economic uncertainty. Running and movement continue to be an antidote in uncertain times, delivering strength, clarity, and perhaps, most notably of late, connection and community.
“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.”
Terry Schalow
Executive Director, Running Industry Association (RIA)
“The outlook for 2026 in the run specialty channel is bright. Participation continues to grow, driven in no small part by younger adults discovering running through the booming run-club culture that we’re seeing just about everywhere. This surge is expanding the runner profile, bringing in new, more diverse customers with different needs, styles and expectations. Retailers who adjust their assortment plans accordingly, offering new brands with a story to tell, will be well-positioned to capture this momentum, foster loyalty and build a long-term customer base.
“Economic and geopolitical uncertainty will remain part of the landscape, but run specialty has a storied track record of resilience. When conditions get tough, consumers often lean into running and run specialty stores continue to serve as trusted community hubs. With strong fundamentals, a growing base of new runners, and retailers who are adapting quickly, the channel has a real opportunity to post meaningful gains in 2026.”
Lance Taylor
U.S. General Manager, Lowa
“The overall outlook on the industry is positive for 2026. Most of the industry had concerns about tariffs and price increases impacting consumer behavior in a significant way in 2025. I was one of them. However, the impact looks to be much less than we originally anticipated.
Many of our retail partners have reported positive YoY comparisons in the footwear categories Lowa specializes in, such as Hike and Trail Run. Lowa looks to be over-indexing the category averages as well. Retailers have had a much more optimistic and energetic perspective at trade shows in 2025, which is great to see after navigating crisis after crisis for the past 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 Holding
