Nike: The Challenged but Still Dominant Giant

Nike retains its crown on StockX for the third consecutive year, but faces unprecedented challenges. With market share expected to decline by 11% between 2023 and 2024, the brand with the swoosh must reinvent its strategy.

Nike Forces 2025:

• Continuous technological innovation (adaptive sensors)
• Strategic collaborations maintained
• Nike SB and retro collections remain bankable
• Enhanced direct-to-consumer distribution

Challenges:

• Increased competition from technical brands
• Drop in hype on certain flagship silhouettes
• Nike Dunk falling (-41% of trades)
• Need to return to the scarcity model

Adidas: Collaborative Innovation

Adidas is banking on creative partnerships to regain lost ground. The collaboration with Grace Wales Bonner transforms the Samba into an absolute must-have for 2025.

Adidas Success Stories:

• Wales Bonner Samba : cultural phenomenon
• Pharrell Williams continues to influence trends
• Sustainable initiatives (Primegreen, Parley) attract consumers
• Samba and Handball Spezial dominate the lifestyle segment

Points of Attention:

• Post-Yeezy : reconstruction of the hype image
• Reliance on collaborations to generate excitement
• Fierce competition in the performance segment

New Balance: The Rising Outsider

New Balance has surprised audiences with its steady growth and premium positioning. The Boston-based brand capitalizes on authenticity and technical innovation.

New Balance Advantages:

• Made in USA/UK values ​​craftsmanship
• Cutting-edge collaborations (Aimé Leon Dore, Stone Island)
• Proprietary technologies (Fresh Foam, FuelCell)
• Retro-modern aesthetic in line with trends

2025 Flagship Models:

• New Balance 1906L : hybrid sneaker-loafer
• New Balance 860v2 in trendy pink color
• 990 Series maintains its iconic status

Emerging Brands: The Disruptors

Asics: The Technical Revelation

+589% growth thanks to the Gel-1130 and Gel-Kayano 14 reissues. The Japanese brand is riding the Y2K and performance wave perfectly.

Salomon: The Outdoor Lifestyle

Gorpcore champion , Salomon imposes its trail codes in the urban world with models like the XT-6 which have become cult.

Hoka: Revolutionary Comfort

Assumed maximalism and running technologies transferred to everyday lifestyle.

Market Predictions 2025

1. Nike must return to scarcity to maintain the hype
2. Adidas will continue to focus on fashion collaborations
3. New Balance will gain even more premium legitimacy
4. Asian brands (Anta, Li-Ning) will make more inroads
5. Consolidation around innovation and authenticity