Legacy sneaker giants Nike and Adidas are facing headwinds, grappling with excess inventory and criticism for a perceived lack of innovation in their sneaker lineups. Against this backdrop, On Running and Deckers’s HOKA, two lesser-known brands, are threatening to take further market share. Both had an impressive 2023, deploying marketing strategies rooted in meaningful innovation and positioning as premium sportswear. Below, occam provides an analysis of brand recognition, how these brands resonate with different demographics, and the qualities that consumers value in their products.
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