Nike stands at the top of the global sportswear industry with annual revenues above $50 billion and a presence in almost every country. Yet its dominance doesn’t go unchallenged. From century-old European giants to fast-rising performance newcomers, Nike faces competitors that push it on technology, price, fashion, and sustainability.

This article explores Nike’s key competitors over the past five years, comparing sales growth, consumer experiences, price points, product design, quality, and the broader market context.

The Global Sportswear Market

The sportswear and athleisure market has grown steadily since 2020, fueled by pandemic-driven lifestyle changes and the blending of sports with everyday fashion. Direct-to-consumer (DTC) channels now account for a significant share of sales, while resale platforms like StockX and GOAT have amplified demand for limited editions. Sustainability has also emerged as a differentiator, with many brands pledging to use recycled materials or achieve carbon neutrality by 2030.

Adidas

Sales trend: Adidas remains Nike’s strongest rival. Revenues in 2024 reached €23.7 billion, up 10% year-over-year, with lifestyle models like Samba and SL 72 driving growth after the Yeezy partnership ended. Over five years, Adidas managed low double-digit growth despite challenges in China.

Consumer experience: Adidas shoes often run slightly narrow. Boost midsoles deliver plush comfort, while terrace-inspired sneakers like the Samba offer firmer, low-profile rides.

Price & quality:  Core lifestyle shoes such as the Samba retail for about $100, while performance-oriented Ultraboosts sell at $180. Materials and finishing are consistent, with sustainability efforts like recycled plastics giving Adidas a green edge.

Design approach:  Adidas balances heritage and innovation—Primeknit uppers, Lightstrike foams, and collaborations with designers and celebrities keep it relevant in both sports and streetwear.

Puma

Sales trend: Puma generated €8.2 billion in 2024, down 9% from a record 2023 but still nearly 50% above its 2020 level. Running shoes and football gear remain core growth drivers.

Consumer experience: Puma’s NITRO foam technology provides lively cushioning, while its Suede line offers straightforward comfort for casual wear.

Price & quality: Performance trainers like Deviate NITRO retail at around $160, positioning Puma as slightly more affordable than Nike’s flagship runners.

Design approach: Puma has leaned heavily on fashion and music collaborations, appealing to younger consumers who value individuality as much as performance.

Under Armour

Sales trend: Under Armour’s 2024 revenue was about $5.7 billion, showing flat growth compared to five years ago. The brand has struggled in North America but maintains a niche in performance apparel and basketball.

Consumer experience: Known for compression gear and training footwear, Under Armour delivers a snug, functional fit. Its Curry line has strong traction on the basketball court.

Price & quality: Curry sneakers are priced around $160, similar to Nike’s performance basketball models. Quality is durable but lacks the polish of Nike’s lifestyle releases.

Design approach: Performance-first, with less focus on streetwear appeal. This has limited its global cultural impact but kept it strong in gyms and on courts.

New Balance

Sales trend: New Balance hit $7.8 billion in 2024, up nearly 20% from the prior year and showing consistent double-digit growth across five years. Its retro-inspired 550 and 2002R have driven hype alongside core running lines.

Consumer experience:  Known for comfort and a wide range of widths, New Balance sneakers provide dependable cushioning and fit.

Price & quality: Premium models like the 990v6 cost about $200, while the 2002R is priced around $145. Made in USA and UK lines feature top-quality materials.

Design approach: A mix of retro and performance aesthetics appeals both to sneaker collectors and serious runners, with collaborations fueling cultural relevance.

ASICS

Sales trend:  ASICS reported record 2024 sales of ¥678.5 billion, nearly doubling its 2020 revenue thanks to the global running boom.

Consumer experience: GEL cushioning is praised for stability and comfort, especially in long-distance models like the Nimbus and Kayano.

Price & quality: Running shoes typically retail around $160, with strong durability and traction that appeal to marathoners and everyday runners alike.

Design approach: Focused on performance science, with less emphasis on fashion but a loyal base among serious athletes.

Skechers

Sales trend: Skechers reached $8.97 billion in 2024, more than double its 2020 revenue, making it the fastest-growing mainstream competitor.

Consumer experience: Skechers excels in comfort, offering cushioned walking and casual shoes that appeal to a broad demographic.

Price & quality: The GO WALK series retails for $70–$95, significantly undercutting Nike’s price point. While not built for elite sports, the shoes are reliable for daily wear.

Design approach:  Simple and functional, emphasizing comfort and accessibility rather than cutting-edge aesthetics.

Lululemon

Sales trend: Lululemon passed $10 billion in 2024, more than doubling revenue in five years, driven by women’s apparel and international expansion.

Consumer experience: Known for high-quality fabrics and flattering fits, the brand has expanded into footwear with models like Blissfeel.

Price & quality:  Running shoes retail between $138 and $158. Apparel prices sit firmly in the premium tier, reinforcing its aspirational image.

Design approach:  Blends minimalism and technical fabric innovation, making it a lifestyle choice as much as a performance brand.

Hoka (Deckers)

Sales trend: Hoka’s revenue surpassed $2.2 billion in 2025, growing several times over since 2020. It’s one of the fastest-rising performance brands in the world.

Consumer experience: Defined by maximal cushioning and rocker geometry, Hoka shoes feel soft yet efficient, favored by both runners and casual walkers.

Price & quality: Clifton models retail at $145, Bondi at $165, placing Hoka slightly below Nike’s premium running shoes.

Design approach: Bold, high-stack designs distinguish Hoka in both performance and lifestyle circles, with durability that satisfies serious runners.

FILA

Sales trend: FILA Holdings posted about ₩3.4 trillion in revenue in 2024, down from its 2021 peak. Growth has slowed, particularly in Asian markets.

Consumer experience: Fila offers comfortable casual shoes but lags in advanced cushioning.

Price & quality: Retro silhouettes like the Disruptor retail around $80–$90, positioning FILA as a value lifestyle option.

Design approach: Logo-driven, nostalgic, and fashion-oriented rather than performance-focused.

Reebok

Sales trend: Since being acquired by Authentic Brands Group in 2021, Reebok’s retail sales have climbed to about $5 billion by 2024. Growth has been steady in fitness and retro categories.

Consumer experience: Court models provide a flat, stable ride, while training shoes like the Nano are strong in gyms.

Price & quality: Club C and Classic Leather retail for $80–$100, while Nano trainers sell for $130–$150. Quality is solid, especially for casual use.

Design approach: Leverages heritage in aerobics and CrossFit to maintain relevance in both fitness and retro sneaker markets.

Beyond the Big Names

Key Comparative Insights

• Pricing: Nike’s core models generally sell above $120, while Skechers, FILA, and Reebok undercut at $70–$100. Adidas, New Balance, and ASICS sit in the $140–$200 range, overlapping with Nike.
• Consumer experience: Comfort-focused brands like Skechers and Hoka contrast with Nike’s performance orientation, while Adidas and New Balance balance both performance and fashion.
• Design & quality: Nike excels in innovation and storytelling, but rivals like New Balance and ASICS are praised for durability, while Lululemon wins on fabric quality.
• Market focus: Adidas dominates in football and streetwear; ASICS and Hoka in running; Lululemon in women’s athleisure; Skechers in comfort-driven casual footwear.

The Future Landscape

• Sustainability will play a larger role, with Adidas, Nike, and ASICS investing heavily in recycled materials.
• Digital channels like SNKRS, DTC, and resale markets will shape demand.
• Innovation in cushioning, 3D printing, and carbon plates will determine performance leadership.
• Regional brands will remain powerful in Asia and Latin America, threatening Nike’s global expansion.

Conclusion

Nike remains the global leader, but its competitors continue to chip away in different niches. Adidas challenges in football and lifestyle, New Balance in retro and running, ASICS and Hoka in performance running, Skechers in comfort, and Lululemon in athleisure. Each brand brings unique strengths that force Nike to innovate and adapt.

The result is a dynamic, competitive marketplace where consumers ultimately benefit from better products, more choices, and faster innovation.

Featured image source: Google