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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Niche Sport Driving Sneaker Sales

Brands, retailers and investors are betting on trail running, the fast-growing endurance sport, to become activewear’s next big category.
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In February, Italian luxury house Ermenegildo Zegna took a minority stake in Norda, a Canadian trail running start-up founded in 2020 by footwear industry veterans Willa and Nick Martire. (Zegna)

The $150 billion sports footwear market is veering off road.

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Further Reading

Activewear’s Biggest Disruptors

Breaking into the $384 billion sports apparel market is no easy task, but fast-growing start-ups are stealing market share by creating specialised, fashion-forward products around underserved interests.

Salomon’s Super Bowl Surprise

Rihanna wore Salomon’s “Cross Low” sneakers as part of her all-red ensemble during the halftime performance, marking the culmination of the brand’s recent rise in fashion.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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