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Insights on Post-Olympic Sports Trends in Footwear

Prepared by:

Noa Shachaff

Head of Consumer Insights & Analytics, Revuze

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Introduction

Global interest in sports and athletic activities has spiked during and after the 2024 Paris Olympics, and this broad trend is reflected in consumer behavior. Revuze’s latest analysis focuses on recent discussions surrounding the footwear category, offering valuable insights into the sports activities that are gaining momentum and those that are experiencing a decline.

By analyzing millions of reviews collected from leading US websites between July 2023 and June 2024, this report highlights the shifting landscape of sports activities and forecasts potential future trends, including the sports that might make their way into the next Olympic lineup.

This report identifies the most discussed and trending sports activities and sheds light on the factors driving these trends. By examining the performance of key brands across various sports, the report provides a comprehensive overview of how consumer preferences are influencing the footwear market.

Most Discussed Sports Activities in US Footwear Discussions (OVER 12M)

Running was the most discussed sports activity in Footwear discussions between July 2023 and June 2024 (mentioned in 15,026 reviews), followed by Tennis and Gym.

Sports Activities with above/below average Discussion Changes vs. LY

Discussions referencing biking, dancing, and CrossFit experienced the biggest year-over-year (YoY) declines in footwear discussions ( -27%, -54%, and -49%, respectively).
References to basketball, pickleball, and marathons saw the biggest YoY increases in footwear discussions ( +9%, +5%, and +2%, respectively).

Pickleball

While absent from the 2024 Olympic lineup in 2024, Pickleball certainly deserves a spot in the next Olympic games.

Accessibility: Pickleball is easy to learn, making it accessible to people of all ages and skill levels.	Low Impact: Compared to other racket sports like tennis, pickleball is lower impact, making it easier on the joints and appealing to older adults who want to stay active.
Social Aspect: Pickleball is often played in doubles, fostering a strong social environment.	Inclusive Community: The pickleball community is known for being welcoming and inclusive, encouraging players of all backgrounds and abilities to participate.
Media Exposure: Increased media coverage, including social media, has brought more attention to the sport, and during the 2024 US Open, several top tennis players, including Alcaraz, Rybakina, Djokovic, Tiafoe, Keys, De Miñaur, and Fritz, were seen engaging with sponsors and trying their hand at pickleball.

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Pickleball

Revuze evaluated 120 brands and 1,527 products with pickleball references to come up with the gold, silver and bronze winners. Winners outperformed the entire competitive set on discussion volumes and sentiments related to pickleball suitability.

Pickleball

The Ideal Pickleball Shoes

The following was generated by the Revuze’s proprietary AI CoPilot and was based on hundreds of consumer experiences related to ‘Pickleball’ in the US Market.

Suggest the ideal pickleball shoe features based on the unique ways in which US consumers discuss pickleball shoes.

Stability and Support The ideal pickleball shoe ensures feet are stable and players feel secure and balanced on the court.	Traction and Grip The ideal pickleball shoe maintains traction and grip and preventing slips, enhancing performance during fast-paced movements.
Comfort and Cushioning The ideal pickleball shoe provides cushioning that maintains foot comfort during long matches.	Fit and Sizing The ideal pickleball shoe stays securely on the foot, avoiding blisters and discomfort, and allowing for natural foot movement during play.
Durability The ideal pickleball shoe ensure that the shoes can withstand the frequent use and abrasive surfaces of pickleball courts over time.

Marathon Running

Marathon running is gaining popularity for several reasons:

Health and Fitness Focus: As more people prioritize their health, marathon running offers a challenging yet rewarding way to achieve fitness goals.	Personal Achievement: Completing a marathon is a significant personal accomplishment and provides a sense of purpose, motivation, and pride.
Community and Social Connection: Marathons often bring together large groups of people with similar goals, fostering a strong sense of community.	Increased Accessibility: The rise of training programs, apps, and resources for beginners has made marathon running more accessible to a wider audience.
Inspiration and Media Exposure: High-profile marathons and inspiring stories of runners overcoming obstacles have garnered significant media attention.	Global Events and Travel: Marathons are held in cities worldwide, offering runners the opportunity to combine their love of running with travel.
Inspiration and Media Exposure: Beyond physical fitness, marathon running is known to improve mental health by reducing stress, anxiety, and depression.

Marathon

Revuze evaluated 97 brands and 772 products with marathon references in Footwear discussions to come up with the gold, silver and bronze winners. Winners outperformed the entire competitive set on discussion volumes and sentiments related to marathon suitability.

Marathon

The Ideal Marathon Shoes

The following was generated by the Revuze’s proprietary AI CoPilot and was based on hundreds of consumer experiences related to ‘Marathon’ running in the US Market.

Suggest the ideal marathon shoe features based on the unique ways in which US consumers discuss marathon shoes.

Cushioning The ideal marathon shoe includes cushioning that helps reduce fatigue and injuries over long distances.	Durability for Long-Distance Runs The ideal marathon shoe is durable and can withstand the rigors of marathon training and the race itself throughout the entire duration.
Lightweight Design The ideal marathon shoe is lightweight to minimize energy expenditure, allowing runners to maintain a faster pace for longer periods.	Stability and Support The ideal marathon shoe offers stability and support, preventing over-pronation or supination, and ensuring foot alignment over long distances.
Energy Return and Responsiveness The ideal marathon shoe offers energy return and responsiveness, which helps conserve energy and maintain momentum over the marathon distance.

Basketball

Basketball is gaining in popularity for several key reasons:

Global Reach: Basketball has a strong global presence, with professional leagues and players from many countries gaining international recognition.	Simplicity and Accessibility: Basketball is easy to pick up and play, requiring minimal equipment—a ball and a hoop.
Influential Athletes: Star players like LeBron James, Stephen Curry, and Giannis Antetokounmpo have become global icons, inspiring fans and young athletes.	Entertainment Value: Basketball is fastpaced and dynamic, with constant action and high-scoring games, keeping fans engaged and entertained.
Youth Engagement: Basketball is popular among younger generations, who are drawn to its fast pace and the opportunity for individual expression.	Cultural Impact: Basketball has deep cultural roots and influences on fashion, music, and lifestyle, which helps solidify its place in popular culture.

Basketball

Revuze evaluated 168 brands and 1,501 products with basketball references to come up with the gold, silver and bronze winners. Winners outperformed the entire competitive set on discussion volumes and sentiments related to basketball suitability.

Basketball

The Ideal Basketball Shoes

The following was generated by the Revuze’s proprietary AI CoPilot and was based on hundreds of consumer experiences related to ‘Basketball’ in the US Market.

Suggest the ideal basketball shoe features based on the unique ways in which US consumers discuss basketball shoes.

Comfort The ideal basketball shoe has cushioning that allows players to play for extended periods without discomfort or pain.	Tracton The ideal basketball shoe has excellent grip and traction necessary to maintain stability on various court surfaces, and prevents slips and falls.
Ankle Support The ideal basketball shoe offers strong ankle support to prevent injuries during the quick, dynamic movements typical in basketball.	Durability The ideal basketball shoe is durable and withstands the wear and tear of frequent use, especially during intense basketball sessions.
Snug Fit The ideal basketball shoe has a snug fit which is important for stability, ensuring that the shoes feel secure but not too tight.

Conclusion

This report explores consumer interests in the post-Olympic era, highlighting noteworthy trends. While traditional activities like running remain dominant, the rising popularity of sports like basketball, pickleball, and marathon running signals a shift in consumer preferences. These activities, driven by factors such as accessibility, social interaction, and media coverage, are shaping the future of sports and athletic footwear.

Brands like Adidas and ASICS have successfully adapted to these trends, demonstrating versatility and appeal across multiple sports. As consumer preferences continue to evolve, especially with the growing interest in sports like pickleball that have yet to enter the Olympic arena, brands must remain agile, leveraging these insights to stay ahead in a competitive market.

Understanding these shifts is crucial for brands and marketers to develop strategies that resonate with consumers’ current and future needs. This report offers a roadmap for navigating these changes, ensuring that your products and marketing efforts are aligned with the latest trends in the sports and footwear industry.

About Revuze

Revuze is at the forefront of delivering cutting-edge AIpowered consumer insights solutions, revolutionizing how businesses leverage data to drive success in the digital landscape.

As the only solution providing brand and category-level, verified buyer data, Revuze helps truth-driven organizations transform online reviews across all sources into true, actionable insights to make informed data-supported decisions and lead categories.

Key Objectives