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Nike's Running Slump: How the Brand Missed the Pandemic-Era Boom

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  Published in Sports and Competition on Monday, November 17th 2025 at 6:59 GMT by Bloomberg L.P.

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Nike’s Missed Moment in the Running Boom and the Race to Catch Hoka

The global running boom has accelerated in recent years, spurred by a pandemic‑era culture of health‑first lifestyles, rising interest in outdoor activity, and the emergence of “run‑centric” tech and apparel brands. Against this backdrop, a Bloomberg feature published on November 17, 2025, argues that Nike, the once‑unquestioned leader of the running shoe market, missed a crucial window and is now scrambling to catch up to the nimble newcomer Hoka One One (Hoka). The article weaves together market data, strategic commentary, and insider interviews to paint a portrait of a brand at a crossroads.

1. The Running Boom: A Brief Overview

The “running boom” is not a temporary trend but a sustained shift in consumer behavior. According to the article, U.S. running shoe sales have grown at a compound annual growth rate (CAGR) of roughly 8% over the past decade, outpacing broader sports‑wear categories. This surge is attributed to:

• Health‑conscious consumerism: Post‑COVID wellness routines emphasized accessible, low‑impact exercise.
• Social media & influencer ecosystems: Instagram “run‑gram” challenges amplified visibility.
• Digital health integration: Wearables (e.g., Apple Watch, Garmin) and running apps (Strava, Nike Run Club) built ecosystems that lock users into particular shoe brands.
• Sustainability: Eco‑friendly shoe lines—especially those using recycled EVA or plant‑based materials—captured millennial and Gen Z interest.

While Nike dominated the category in 2019 (with a 23% share of U.S. running‑shoe sales), the article notes a sharp contraction: by 2024 Nike’s market share had slipped to 19%. The falling share was not purely a cost‑based issue; it reflected a perception problem among serious runners who felt Nike’s “classic” lines (e.g., the Pegasus series) were no longer cutting‑edge.

2. Why Nike Missed the Boom

The piece cites several structural reasons for Nike’s under‑performance:

The article argues that Nike’s misreading of the market sentiment was compounded by the brand’s own high‑profile “Nike Run Club” app, which, while popular, began to feel stagnant without new shoe partnerships or exclusive technology.

3. The Rise of Hoka One One

Hoka, once a niche “maximalist” brand, has grown to a 10% share of U.S. running‑shoe sales—a figure that surprised many industry watchers. The Bloomberg feature outlines the core elements of Hoka’s success:

1. Innovative Cushioning – Hoka’s “Zero Drop” platform combined with a “soft‑soft” mid‑sole that delivers “extra cushioning without the weight” has resonated with ultramarathoners and everyday runners alike.
2. Authentic Community Engagement – Hoka invests heavily in grassroots community events (e.g., Hoka’s “Ultra‑Series” races) and works with influencers who emphasize authenticity over flash.
3. Sustainability Commitment – Their “Eco‑Series” uses recycled EVA and biodegradable foams, a big selling point in a climate‑conscious market.
4. Agile Innovation Cycle – Hoka typically rolls out a new product every 3–4 months, keeping the brand fresh and in conversation.

The piece quotes a former Hoka R&D executive who says, “We never set out to be the most profitable brand; we wanted to solve the problem of pain and fatigue for runners. That focus made us a credible alternative to the big names.”

4. Nike’s Response: Strategies to Catch Up

4.1. New Product Lines

Nike has announced a multi‑year “Run‑Forward” initiative that will launch five new models by the end of 2026:

• React Infinity X – A new “Infinity” mid‑sole that expands on the proven React foam with an integrated rocker plate to promote smooth stride transition.
• ZoomFly 10 – A lightweight racing shoe featuring a carbon‑fiber plate that promises a 12‑minute improvement in 10‑k times for elite runners.
• Max Cushion Pegasus – A hybrid that borrows Hoka’s maximalist cushioning philosophy but retains the Pegasus’s iconic feel.
• Eco‑Pegasus Series – A line of shoes entirely constructed from recycled materials.
• Nike “Run” Digital Hub – An integrated wearable‑shoes platform that syncs with the Nike Run Club for personalized gait analysis.

4.2. Direct‑to‑Consumer (DTC) Push

Recognizing the power of data-driven customer insights, Nike is boosting its DTC footprint:

• Nike SNKRS App Redesign – A new “Run” tab featuring personalized recommendations and a “Cushion‑Score” tool.
• Pop‑Up “Run Labs” – Temporary retail spaces in major cities that test new prototypes with on‑site running clubs.
• Subscription Model – A “Nike Run Club Pass” that offers discounted shoes, virtual coaching, and early access to product releases.

4.3. Strategic Partnerships

The article highlights Nike’s collaboration with Athleta, the brand’s women‑centric sister line, to produce an exclusive “Swoosh Femme” running shoe series. Additionally, Nike has signed an OEM contract with a leading Chinese supplier to produce a “budget” Pegasus‑style model for the price‑sensitive Asian market.

4.4. Sustainability Narrative

Nike is launching a “Move‑to‑Zero” sustainability plan aimed at reducing the carbon footprint of its running‑shoe production by 30% by 2030. The plan includes:

• Reusable foam – A pilot program to test bioplastic foams in the “Eco‑Pegasus.”
• Closed‑loop recycling – A partnership with TerraCycle to collect used running shoes for reprocessing.
• Transparency Dashboard – Real‑time updates on sustainability metrics published on Nike’s corporate ESG website.

5. Market Reception and Risks

While analysts are cautiously optimistic, the article notes key risks:

• Brand Loyalty – Hoka’s core fan base values authenticity; a sudden shift to “high‑tech” could alienate its community.
• Pricing War – Hoka’s premium pricing strategy ($150–$200 per shoe) may be hard to emulate if Nike tries to price similar tech shoes lower to capture market share.
• Supply‑Chain Disruption – As Nike expands its production globally, geopolitical tensions (e.g., China‑US trade friction) could impact lead times.
• Technology Adoption – Even if new shoes contain cutting‑edge foam or plates, adoption will depend on perceived performance benefits validated by elite runners.

Despite these challenges, the Bloomberg piece concludes that Nike’s comprehensive strategy—combining product innovation, data‑driven retail, community engagement, and sustainability—has the potential to regain its footing. The brand’s vast marketing muscle and global supply network give it a structural advantage over niche competitors.

6. Takeaway

Nike’s miss on the running boom is a cautionary tale about complacency in a rapidly evolving consumer market. By underestimating the rising importance of authenticity, sustainability, and innovation, Nike ceded ground to Hoka, a brand that leveraged niche positioning to build a loyal following. Today, Nike is actively executing a “Run‑Forward” roadmap that addresses product gaps, consumer expectations, and ESG concerns. Whether that plan will translate into renewed market share remains to be seen, but the brand’s willingness to learn, adapt, and invest in the running ecosystem is a positive sign for stakeholders and enthusiasts alike.