Post-Olympics Consumer Trends: Deep Dive into Footwear

The 2024 Paris Olympics may have concluded, but the impact of this global event continues to resonate, particularly in the world of sports and athletic activities. As consumer interests evolve, so too do the trends within the footwear market, a sector closely tied to various sports. Revuze’s latest report, “Sports Activities Trends Report,” delves into the shifting landscape of consumer preferences in the footwear category, uncovering invaluable insights for brands looking to stay ahead in a competitive market.

This blog post highlights key findings from the report, offering a glimpse into the most discussed sports activities, the leading brands that are successfully capitalizing on these trends, and the most sought-after footwear features for each sport. 

Olympic Games Influence on Footwear Innovation

The Olympic Games serve as a powerful catalyst for footwear innovation. Leading up to each Olympic cycle, major sportswear brands invest heavily in research and development to create cutting-edge shoes that can give athletes a competitive edge. These technological advancements often trickle down to consumer products, driving trends in the broader footwear market. 

Olympic-level competition fosters the development of performance-driven design as well as technological advancements, including:

• Advanced cushioning systems
• Lightweight materials
• Energy-return technologies
• Customized fit solutions
• Smart footwear with integrated wearable sensors for fitness tracking
• Temperature-regulating materials
• 3D-printed customized shoes

These design elements and technologies, initially intended to enhance athletic performance at the highest level, become highly sought after in consumer markets, further influencing trends in the broader market.

The Most Discussed Sports Activities in Footwear

The report reveals that running remains the most frequently mentioned sports activity in footwear discussions, with over 15,000 reviews citing it between July 2023 and June 2024. This is not entirely surprising, given the widespread appeal of running as an accessible and versatile form of exercise. 

Rising Sports

While running continues to dominate, the report also highlights significant year-over-year increases in discussions about basketball, pickleball, and marathon running.

Basketball saw a 9% increase in discussion volume. Pickleball, often described as a blend of tennis, badminton, and ping-pong, has experienced a 5% increase in discussions. Marathon running also saw a notable 2% rise in discussion volume. 

The increased popularity of these sports can be attributed to:

• Accessibility: Sports like pickleball and basketball are easy to pick up and require minimal equipment, making them accessible to a wide range of people. Marathon running, while more demanding, primarily requires a good pair of running shoes, which lowers the barrier to entry.
• Social Connection: Both pickleball and basketball offer strong social aspects, with pickleball often played in pairs and basketball as a team sport. Marathon running, although more individualistic, creates a sense of community through group training sessions and shared race day experiences.
• Increased Media Coverage: These sports have benefited from heightened media attention, whether through high-profile marathon events, basketball’s global reach, or pickleball’s growing exposure, especially as it attracts top tennis players.
• Distinct Audience Appeal: Each of these sports resonates with specific demographics—pickleball with older adults for its low-impact nature, marathon running with those in their 30s and 40s seeking a personal challenge, and basketball with younger generations drawn to its fast-paced action and opportunities for personal expression.

Sports on the Decline

While some sports are experiencing a surge in popularity, others are seeing a decline in consumer interest. The report found that consumer interest in activities such as biking, dancing, and CrossFit has decreased by 27%, 54%, and 49%, respectively.

These declines could be attributed to various factors, including shifts in consumer preferences, the emergence of new sports that are easier to engage in socially, or the increased attention to activities that offer both fitness benefits and a strong sense of community. As consumer interests evolve, brands need to monitor these changes closely to adapt their product offerings and marketing strategies accordingly, ensuring they remain relevant in a dynamic market.

Top Brands and Footwear Features for Each Sport

The report identified the top brands for pickleball, marathon running, and basketball and the key features that make them ideal for their respective sports.

Pickleball

Pickleball has quickly gained popularity, especially among older adults. The top brands for pickleball include:

• Asics
• Adidas
• K-Swiss 

According to the review data, here are some of the key features of ideal pickleball shoes:

• Stability and Support: Essential for quick lateral movements, providing confidence and balance on the court.
• Comfort and Cushioning: Helps reduce fatigue during long matches, allowing players to stay comfortable throughout extended play.
• Traction and Grip: Ensures a strong grip on various surfaces, preventing slips and enhancing performance during fast-paced games.

Marathon

Marathon running appeals to a dedicated demographic of athletes who prioritize endurance, performance, and comfort over long distances. The top brands for marathon running include:

• Adidas 
• ASICS 
• Saucony 

According to the review data, key features of ideal marathon shoes include:

• Lightweight Design: Essential for minimizing energy expenditure, allowing runners to maintain a faster pace over extended distances.
• Energy Return and Responsiveness: Provides a springy, responsive feel that helps conserve energy and maintain momentum throughout the race.
• Cushioning and Support: Crucial for reducing muscle fatigue and protecting the feet from impact, ensuring comfort and endurance during long runs.

Basketball

Basketball continues to grow in popularity, particularly among younger generations who appreciate the fast-paced nature of the sport. The top brands for basketball include:

• Adidas 
• Nike 
• Under Armour

According to the review data, key features of ideal basketball shoes include:

• Ankle Support: Vital for preventing injuries during the quick, dynamic movements typical of basketball, ensuring players remain stable and secure on the court.
• Traction and Grip: Provides excellent grip on the court surface, allowing for sharp, agile movements and preventing slips during high-intensity play.
• Comfort and Cushioning: Ensures that players can perform at their best for extended periods without discomfort or pain, enhancing overall gameplay and performance.

Staying Ahead in the Evolving Footwear Market

The latest findings from the “Sports Activities Trends Report” provide valuable insights for brands looking to adapt to the evolving landscape of sports footwear. As consumer interests shift towards sports like basketball, pickleball, and marathon running, driven by factors such as accessibility, social connection, and media exposure, it’s essential for brands to stay ahead of these trends. By understanding these changes, companies can better position themselves in the market, ensuring their products align with the specific needs and preferences of today’s consumers. 

For a deeper dive into the data and to explore detailed insights, read the full “Sports Activities Trends Report” by Revuze.

Florence Broder

Florence Broder is a marketing professional with over 20 years of experience. She has worked in a range of global high-tech companies.