The trend: Sportswear brands expect robust demand this year despite intensifying geopolitical and macroeconomic headwinds.

• Adidas sees currency-neutral sales rising at a high-single-digit rate from 2026 to 2028, along with continued market share gains.
• On Running projected a 23% YoY increase in net sales this year, even as it adopts a more measured approach to growth.
• New Balance expects revenues to reach $10 billion by the end of the year, which would be a 9% increase from 2025.

Zoom in: Adidas, On, and New Balance are at different stages in their development, but they have a similar growth strategy. All three are focused on maintaining brand momentum to stay relevant in a competitive market—a goal that requires a steady pipeline of innovation and new products, high-profile celebrity partnerships, and a broad retail footprint spanning both owned stores and wholesale channels.

While adidas is taking advantage of major sporting events like the Winter Olympics, the Super Bowl, and the upcoming FIFA World Cup to stay front-and-center with consumers, it is also empowering local teams to develop products and campaigns that are tailored to individual markets to ensure greater relevance.

New Balance and On are leaning on partnerships with the likes of Cooper Flagg and Zendaya to drive interest in their collections, while enhancing their premium positioning to attract wealthier shoppers willing to pay full price.

All three companies are opening more stores to capitalize on existing demand and strengthen brand awareness.

The implications: While softer outlooks from adidas and On raised investor concerns, both companies—along with New Balance—are well-positioned to benefit from consumers’ growing interest in fitness and wellness. However, maintaining brand heat in a competitive landscape is easier said than done, especially as Nike pours more resources into new product launches and advertising.

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