“The two brands that will compete for dominance in 2020 is Nike and Adidas. Nike will continue to create new stories, campaigns and tell the history of its iconic models that will retro. A major focus will go into Dunks and SBs [and] SBs will come back for a new generation. Adidas will be revived with the introduction of new Yeezy models and the release of Ivy Park products. Ivy Park x Adidas will be sold out everywhere. The new collab will provide clothing and sneakers to a demographic Adidas currently does not serve.”“Air Jordans will always be in the conversation. There is already a hype because they are releasing the Jordan 1 “Reverse Bred.” The Nike Dunk is making a huge comeback thanks to Travis Scott and Virgil [Abloh]. I [also] see great from Puma in lifestyle and Under Armour in basketball and running.”
The athletic market continued to move the needle within the footwear industry in 2019. Headlines were dominated by smaller brands fighting for a seat at the table, thought leaders addressing industry-wide issues and big names in the market pushing high-fashion labels to the side to take over New York Fashion Week.Below, read about the five biggest stories of 2019 from the athletic market.As employees called out the top athletic brands over racial inequities, thought leaders including Kerby Jean-Raymond, Pensole Footwear Design Academy founder D’Wayne Edwards and others advocated for industry-wide change. Jean-Raymond and Edwards were tapped by Reebok and Foot Locker, respectively, to foster diverse talent within the companies. Also, athletes such as soccer star Megan Rapinoe and Olympic runner Alysia Montan?o fought for equal pay and fair maternity policies.
Athletic heavyweights Nike and Adidas maintained their market leads, but smaller brands mounted serious challenges. Puma earned the respect of the lifestyle and performance crowds, and Hoka One One and On gave runners everything they were looking for.Sustainability was a hot industry-wide topic, and athletic brands embarked on eco-friendly missions. Notably, Reebok revealed its fall ’20 Forever Floatride Grow running sneaker made with natural materials, and casual sneaker firm Allbirds launched synthetic material and chemical-free, weather-resistant styles.