We always love a good marketing example from a sneaker brand. Until recently, it was all about Jordans, Adidas with their controversial Yeezys, and, of course, the classic story of Nike and their Just Do It slogan.
But now, there are new stories to tell, like how all the fashion girlies on Pinterest are suddenly wearing hiking boots from Salomon, or how Asics are back again.
And (spoiler alert) this shift in the market is all about branding, marketing positioning, and a few critical decisions. So let’s dive in.
The rise of the underdogs.
Hoka, On Running, Salomon, Asics, names that once felt niche are now mainstream. Why? Because they changed the narrative of what a cool sneaker is. Each of these brands chose their own direction. They didn’t compete with the big players for the same spot; instead, they found their own place and stuck with it.
Instead of hype, they sold purpose. Instead of celebrities, they focused on performance. And instead of chasing culture, they became part of it.
Hoka’s marketing is all about comfort, performance, and turning the “ugly” into desirable. They lean into their oversized, cushioned silhouettes and make them look aspirational, not just functional. Instead of chasing celebrity hype, Hoka focuses on storytelling, community, and authenticity, showing real people running, hiking, or just living in their shoes. It’s a strategy that makes comfort feel cool and creates a loyal following without the usual sneaker drama.
And that’s how a comfort-first shoe that somehow turned into a fashion statement.
On Running positions itself as the smart, minimalist choice for people who value both design and performance. Their marketing focuses on clean aesthetics, Swiss engineering, and innovation, making the shoe feel premium without being flashy.
The brand leans heavily on storytelling and lifestyle content, showing how their shoes fit seamlessly into work, travel, and urban life. By emphasizing both function and style, On Running appeals to people who want sneakers that perform and look effortlessly cool.
On Running also got a major boost from its collaboration with Zendaya. In 2024, the brand partnered with her on the “Dream Together” and later the “Be Every You” campaigns, which highlighted movement, identity, and authenticity. Zendaya didn’t just model the shoes, she helped shape the collections and creative direction, making the collaboration feel real, not just a celebrity endorsement.
The partnership brought On Running into lifestyle and fashion conversations, giving the brand cultural credibility and helping it reach a younger, trend-focused audience. Suddenly, On wasn’t just for runners, it was the shoe everyone wanted to wear.
Salomon markets itself as the ultimate outdoors brand that somehow became street-cool. Their strategy is all about credibility: performance, durability, and a strong connection to hiking, trail running, and adventure.
They lean into niche communities and subcultures, like “gorpcore,” where functional outdoor gear becomes fashion. Instead of mass hype, Salomon’s marketing feels earned, showing real people in real environments, which makes the brand feel authentic and aspirational at the same time.
Asics, on the other hand, didn’t do anything flashy, they just kept being authentic, and that turned out to be the best strategy. They highlight their heritage in running and track culture while collaborating with designers and smaller streetwear brands to stay relevant. Their marketing focuses on authenticity and quality: no hype drops, just reliable, well-designed sneakers. By balancing performance credibility with selective cultural moments, Asics appeals to both longtime fans and new audiences who want shoes with history and personality.
So, each of these brands found a way to turn niche communities into loyal audiences. But the fun part is that big brands like Nike helped them, even though it wasn’t necessarily their intention. This is where sneakernomics gets interesting.
The fall of Nike.
Nike’s “mistake” was thinking they could control everything during the pandemic. They doubled down on direct-to-consumer sales and cut back on retail partners, which made sense at the time. But when stores reopened, those same partners were left out, and consumers got tired of endless drops and hype campaigns. By trying to own the market, Nike unintentionally left space for smaller brands to grow. And that’s exactly what happened.
The economics behind this shift are fascinating. By focusing so heavily on direct-to-consumer, Nike poured resources into digital platforms and marketing, which boosted margins in the short term but also concentrated risk.
Smaller brands, meanwhile, could enter the market with lower costs and lean operations, targeting niche audiences online and in smaller retail spaces. They didn’t need mass production or huge ad budgets, just a clear identity and a community that cared. That’s why you’re seeing brands like Hoka, On, and Salomon grow fast: they’re lean, agile, and able to turn small, loyal followings into sustainable revenue streams.
Lets not forget Adidas, because they are doing pretty great. Instead of chasing hype drops, they’ve leaned on timeless classics like the Samba and Gazelle. These models are simple, colorful, and endlessly versatile, perfect for both everyday wear and fashion statements. Adidas keeps them visible by thriving on social media: Instagram, Pinterest, and street-style feeds from fashion capitals like New York and Paris are full of these shoes. The brand doesn’t need flashy campaigns; the combination of color, nostalgia, and style keeps them relevant and beloved across generations.
Our conclusion.
All of this shows us that no industry is completely locked down by the big players. There’s always space for new, emerging brands, you just need authenticity, a clear identity, and a smart marketing strategy. If you can connect with a niche audience, tell a story people believe in, and stick to it, you can carve out your own place in even the most crowded markets. Sneakernomics isn’t just about sneakers. It’s a reminder that culture, community, and clever positioning can tip the scales in your favor, no matter the industry.
