ASICS, HOKA, ON, Salomon — Optimizing Your 2026 Portfolio
Hints for Optimizing Your Running Shoe Portfolio.
The global athletic footwear market is projected to reach $152.7 billion in 2026, with running shoes driving roughly 31% of that share. Gorpcore — wearing performance outdoor gear as everyday urban clothing — has moved past niche status to become fully mainstream daily wear.
The question for buyers has now narrowed: not 'which brand to buy,' but 'which brand to match to which target.'
1.ASICS (Steady Reorder Demand)
The brand with the quietest yet broadest demand base. The retro-runner boom centered on the Gel-NYC continues, while the long-running collaboration with Kiko Kostadinov sustains its standing in editorial contexts. Its mid-range price positioning translates into the highest reorder frequency on the actual wholesale floor.
2.HOKA (Cultural Penetration and Share Expansion)
No brand is moving faster from the performance core into fashion select shops. Through the full-scale expansion of its 2026 flagship models, the Clifton 10 and Speedgoat 7, HOKA is rapidly building mainstream share — and with surging media exposure, from GQ Korea editorials to K-pop artists' airport looks, the window for stocking the brand in Korea and Japan is accelerating. A fitting choice for younger customers who want the balance between performance and fashion.
3.ON RUNNING (Refined Minimalism and Extensibility)
The brand commanding overwhelming trust on the actual wholesale floor. Its restrained, Swiss-engineering-based design appeals precisely to consumers who want a 'less aggressive gorpcore.' Recently, select-shop buying has expanded beyond footwear into its RTW and accessory lines, positioning ON as a core brand for building complete looks.
4.Salomon (Where Hype and Inventory Risk Coexist)
The 'loudest brand' with the strongest buzz. Market attention is at its peak, with the April 2026 ACS Pro Shell release and major collaboration launches concentrated in the months ahead. That said, its release-driven demand structure means missing the buying window can create real inventory pressure — a precision order is recommended, best suited to shops with a heavy streetwear mix.
