SMH: Style and substance - Why we’re wearing less Nike, more Adidas and New Balance

Image Credit: Miu Miu

Once the undisputed leader in sportswear, Nike is losing traction with Australian consumers as competitors like Adidas and New Balance gain momentum. RetailOasis strategist Emma Easton told The Sydney Morning Herald that “today’s consumer is seeking cultural relevance”, demanding both innovation and authenticity from brands.

Adidas has rebuilt credibility by returning to its soccer roots and delivering sell-out collaborations, while New Balance has transformed from “dad sneaker” to designer-approved icon through partnerships with Miu Miu and Aimé Leon Dore. Meanwhile, Nike’s over-reliance on legacy styles and repetitive collabs has led to fatigue, especially among younger audiences.

As Easton notes, brands that balance heritage, substance, and originality are winning over today’s savvy consumers. Read the full article here.