Nike Says Its Running Category Is On the Mend. But Is It Enough to Challenge Hoka, On and Asics?

October 2, 2024

Nike leadership on Tuesday doubled down on renewed efforts to win in running, a crucial category that has eluded the brand for several years. But some analysts say it will take more to get the struggling athletic brand back on track.

Nike is diving headfirst into its running “comeback,” which will be fueled by new innovations in product and a focus on new distribution channels in run specialty and sporting goods. These efforts come after several quarters of Nike losing share in running as competitors like Asics, Hoka, On and Brooks gain steam. On top of that, Nike has been criticized for a general lack of innovation and has undergone rolling layoffs and leadership changes at the top. FN