What to Watch: Which Athletic Footwear Brand Will Race to the Top in 2026?

Last year was filled with intense movement in the athletic market — from Nike plowing ahead with an ambitious turnaround effort and Adidas seeing major momentum, to Puma fielding sale rumors and Under Armour parting ways with basketball star Steph Curry as the brand embarks on another restructuring. In a year where the Winter Olympics and World Cup take center stage, the wave of change is sure to continue, but which brand will come out on top? Here are the big questions to consider as 2026 commences. Mor ...