Nike has seen a notable decline in website traffic for its running shoe category, falling behind in a fiercely competitive market. According to Similarweb’s data, traffic to Nike.com’s running segment has steadily decreased from March 2022 to March 2024, a period during which rival brands like Brooks have caught up, matching the traffic previously dominated by Nike.
Ines Durand, Similarweb’s advisory services solution business manager, explained the shift, stating: “Nike has been in a rut in the last year, after years of dominating sportswear and footwear in general, while challenger brands like Hoka or Brooks have done a good job at highlighting their value proposition for running.”
The report indicated a growing consumer preference for well-known, specialty running shoe brands, with direct and paid search traffic driving most of the growth, rather than referrals. This trend underscores a strong brand loyalty among consumers, who are less inclined to seek advice on which running shoes to buy, opting instead for brands they recognize and trust.
Despite these challenges in the running category, Nike remains a dominant player in the broader sportswear market. A Morgan Stanley analysis led by Alex Straton noted: “Nike’s global sportswear market share has been stable to higher year-over-year as well as in the last four years between 2019 and 2023.” Nike also continues to lead in market share gains within the industry since 2019, demonstrating resilience despite recent setbacks in the running shoe segment.
