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

Retail strategist Emma Easton of RetailOasis was featured in The Sydney Morning Herald discussing shifting consumer preferences in the sportswear market. As Nike faces declining relevance, brands like Adidas and New Balance are gaining traction by combining innovation, authenticity, and heritage. Easton highlights that today’s consumer seeks cultural relevance and originality, rewarding brands that balance performance credibility with fashion appeal.