L.E.K. Brand Heat Index Shows Which Shoe Brands Are Top of Mind

Why It Matters

The rankings reveal shifting consumer loyalties and a softening athletic segment, signaling that footwear companies must tailor product and marketing strategies by gender and generation to sustain growth.

Key Takeaways

• Nike stays #1 athletic shoe for men and women.
• Hoka and On gain traction, especially among women.
• Casual footwear dominated by affordable, comfort‑focused brands.
• Gen Z favors emerging runners like Asics and New Balance.
• Athletic shoe heat dips, hinting at category softness.

Pulse Analysis

The 2026 Brand Heat Index underscores how social‑media engagement continues to drive footwear brand visibility. Nike’s perfect score reflects its relentless digital storytelling, influencer partnerships, and product innovation that keep it top‑of‑mind across demographics. Meanwhile, the modest decline in overall athletic shoe heat suggests consumers are becoming more selective, opening space for niche players that can differentiate through performance tech or sustainability narratives.

Generational analysis reveals a clear bifurcation: Millennials and Gen X still gravitate toward legacy names, yet Gen Z and younger Millennials are championing newer entrants like Hoka, On Running, and Asics. These brands succeed by leveraging hyper‑targeted campaigns on TikTok and Instagram, emphasizing comfort, style, and eco‑friendly materials. For marketers, the data signals a need to segment media spend, creating distinct creative assets that resonate with each cohort’s values and purchase drivers.

In the casual and outdoor categories, price‑accessible, comfort‑centric labels such as Ugg, Hey Dude, Crocs, and Carhartt dominate, reflecting a broader consumer shift toward versatile, everyday wear. Premium heritage brands must either innovate pricing strategies or double down on differentiated design to compete. Companies that integrate omnichannel experiences—combining online personalization with in‑store try‑ons—are best positioned to capture the nuanced preferences highlighted by the Index.