Study: Adidas, New Balance, On, Skechers Gaining Globally In Social Visibility

April 22, 2026

In a just-released study, Heuritech, the Paris-based AI trend forecasting platform, expects an overall decline in the sneaker market in both Europe and the U.S. in 2026, but found Adidas surpassing Nike as the market share leader in the global women’s market, while New Balance, On, Mizuno, and Skechers were among brands seeing gains in social media visibility.

Founded in 2013, Heuritech reports that it uses advanced AI, specifically computer vision and deep learning, to analyze millions of images from platforms including Instagram to forecast fashion trends.

Top 10 Brands Market Share  
Heuritech’s “Global  Footwear Insights” study exploring the sneaker market found that in 2025, three brands — Nike, Adidas and New Balance — together accounted for 74 percent of global sneaker market share. Nike ended the year with a 34 percent share; Adidas, 26 percent and New Balance, 14 percent. Nike’s market share was found to be slightly eroding. SGB MEDIA