- Nike plans to launch new running shoes this year.
- In 2024, Nike trailed competitors like Asics and Adidas in running-shoe launches.
- BMO analysts are optimistic about Nike’s 2025 lineup despite past performance challenges.
Nike’s shoe competitors were on a tear in 2024, so expectations are high for the sportswear giant this year.
Data from BMO indicates most footwear brands launched at least six shoes in 2024. Asics, Adidas, Brooks Running, and Hoka led the way in running-shoe launches, but Nike had fewer than six.
As part of its moves to improve sales, Nike is getting back to basics. That includes redefining itself as a running brand. To keep up with the competition, it will have to prove that in 2025.
According to BMO, Asics launched new models or updated performance running models 11 times last year, while Adidas and Brooks launched or updated 10 and nine models. Nike only updated its running-shoe lineup and released no new models.
Nike has said it will launch the Pegasus Premium in late January and the Vomero 18 in late February. It said the Vomero Plus, the Vomero Premium, and the new Structure model would come “later in 2025.”
Retail analysts at BMO say that with this running lineup, Nike’s launch schedule in 2025 “looks more promising.” Its new product line received a positive response from consumers and industry watchers when it was announced at The Running Event, a trade show held in November.
“We believe NKE’s inflection is a question of ‘when’ compelling product begins to roll in rather than ‘if,'” BMO analysts wrote.
Brands like On Running and Hoka have been growing in popularity over the past few years. Brooks said this summer that it reached a quarterly revenue record, adding that its North American sales in the second quarter grew by 19%.
In October, Nike brought a veteran employee, Elliott Hill, out of retirement to take over as CEO, and he has his work cut out for him. Revenue for the Nike brand grew by only 1% in the latest fiscal year, dragged down partially by declines in North America.
The company has acknowledged that it will take time to see its desired results.
“A comeback at this scale takes time, but we see early wins — from momentum in key sports to accelerating our pace of newness and innovation,” Matthew Friend, Nike’s executive vice president and chief financial officer, said during its first-quarter earnings call.
