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Agenda-setting intelligence, analysis and advice for the global fashion community.

Hyper Growth Is Over for Sneakers. What’s Next?

As incumbents like Adidas and Nike grapple with a cooling market, niche players and newcomers have an opportunity to flourish.
Nike, sneakers, sneakerheads, shoes, footwear
Nike’s inventory pile-up totalled $9.3 billion in the quarter ending Nov. 30. (Getty Images)

Last year, the sneaker market finally ran out of steam.

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Further Reading

Can Adidas Move On From Yeezy?

Top of incoming CEO Bjørn Gulden’s in-tray will be dealing with unsold Yeezy inventory and reversing the brand’s steep decline in China.

Case Study | Can On Set a New Pace for Sportswear?

On hasn’t taken long to turn its unconventional performance-running shoes into one of the world’s most recognisable footwear brands. The Swiss company, launched in 2010, has won credibility with the running elite while cultivating a loyal fashion fanbase, with support from tennis star Roger Federer.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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