Have Sneakers Lost Their Cool? | The Debrief

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Background:

Sneakers have driven growth for the sportswear industry for decades, in recent years accelerated by the pandemic and work-from-home culture. However, a recent Bank of America report sparked debate by suggesting the sneaker boom may be nearing an end, including a rare double downgrade of Adidas.

On The Debrief, sports correspondent Mike Sykes joins hosts Brian Baskin and Sheena Butler-Young to examine whether slowing growth marks a genuine reversal of casual dressing, or a return to more sustainable demand shaped by price sensitivity, comfort and experimentation rather than hype.

Key Insights:

The Bank of America report struck a nerve because it questioned a decades-long growth story about the sneaker industry. “This one was the first one in a while that seemed to spell a bit of doom and gloom for the industry,” Sykes says. “Everyone has been on pins and needles for the last couple of years as Nike has been in its downturn … and Bank of America is saying, yeah, it’s over.” The double downgrade of Adidas amplified that anxiety. “If Adidas is getting the double downgrade here, what does that mean for everyone else?” Sykes asks. The implication was not just brand-specific weakness, but the possibility that the sneaker cycle itself had run out of road.
However, slower growth does not necessarily mean sneakers are “over.” Instead, the data may reflect a market adjusting after years of abnormal acceleration. “Everyone else seems to feel like things are going at least okay,” Sykes says. “Maybe not perfect, but nothing is perfect in this economy right now.” He notes that among the analysts and industry figures he spoke to, there was little appetite for declaring the trend finished. “People are still into sneakers,” says Sykes.
Sneakers and sportswear have lasted because they are easy to understand, easy to buy and relatively affordable compared to many fashion categories. “Sneakers are generally just accessible for people. It’s an easy trend to follow,” Sykes says. “You can easily spot which ones are cool and it’s very easy to hop on the bandwagon.” That accessibility matters even more in a strained economy. As Sykes highlights, with consumers weighing “do I wanna buy this next outfit or do I want to buy groceries,” sportswear’s practicality continues to anchor demand.
For the sneaker cycle to truly turn, something has to replace it — either a new hit product within the category or a different footwear trend entirely. Right now, what is emerging is not a shift toward formality, but a widening of what casual footwear looks like, as displayed by the popularity of Nike’s ReactX Rejuven8 recovery clog. “Speaking to people who have wanted this shoe, it’s mostly about the comfort,” Sykes explains. “As far as ending the casualisation trend, this is not a shoe that would do that. This is a shoe that would entrench it.”

Additional Resources:

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