October 31, 2025
I’ve spent a lot of time in airports over the past several months, traveling to New York, Boston, Chicago, Los Angeles, San Francisco, and Seattle. As someone who’s built a career in market research—specializing in the consumer and retail space at Escalent—I’m always observing what people are wearing … especially on their feet.
My qualitative analysis was conducted using the super scientific method of staring at shoes while shuffling from one gate to the next. Based on this highly refined process, I noticed two brands dominating the sneaker trend landscape and looking undeniably hot: Adidas and New Balance, with a sprinkling of Nike.
But truth be told, I’m a quantitative person at heart. So, I decided to back up my observations with a bit of survey research. I also wanted to dig deeper into the “why”—what makes a sneaker hot or not? Here’s what I found.
First, my qualitative instincts were spot on! In a quantitative sneaker research/study of N=222 U.S. adults aged 18–99, Adidas, New Balance, and Nike emerged as the top three favorite sneaker brands—though the order differed slightly from my own rankings.
Among those surveyed, 68% had purchased a pair of sneakers from their favorite brand this fall, with many spending up to $300 per pair. Sneakers have clearly become a form of personal currency—you might skimp on other wardrobe items, but you’re not settling for knock-off kicks. Brand Authenticity matters more than ever in the sneaker market.
Second, I uncovered more about the “why” behind the heat. It’s a mix of style, materials, and color preferences. Nearly half (47%) said they preferred low-profile, minimalistic styles—followed by retro track sneakers, which were definitely having a moment this past summer.
When it came to materials and colors, neutrals reigned supreme. This aligns with the minimalistic trend—neutral sneakers are versatile and pair well with just about anything, especially for casual travel, back-to-school, and workwear. Bright, bold primary colors came in next, echoing the retro track sneaker vibe. That little pop of color? It’s a splash of personality!
Third, what materials are trending? Survey says … suede! We’re seeing suede neutrals for fall and suede pops of color in retro styles. It’s everywhere—every style, every color, every season.
Beyond materials, brands are also leaning into scarcity and story-driven drops—creating the kind of hype that fuels resale markets and keeps loyal fans lining up for what’s next. This “drop culture” is reshaping how consumers perceive value and connection to a brand.
Interestingly, sustainability in sneakers is also becoming part of the conversation. Consumers are paying more attention to “The S-Word”—seeking eco-friendly materials, circular design, and sustainable sneaker brands with authentic commitments to the planet. The sneaker market has evolved beyond fashion—it’s now a reflection of values, from design innovation to conscious consumption.
And with that, I’ve got my eye on a pair of retro New Balances in a wine-colored suede. I’m sure they’ll start following me around the Internet any minute now.
As we head into the holidays, consider gifting neutral suede sneakers with an early ’80s vibe—timeless, versatile, and available from several budget-friendly brands around $100. And if you’re all about smart choices for the planet, there are plenty of sustainable options that look good and do good.
What’s next? Expect the next sneaker wave to blend retro nostalgia, sustainable materials, and elevated craftsmanship—proof that the hottest styles are as much about culture as they are about comfort.
What do you think—are they hot or not?
Want to learn more? Let’s connect.
Dyna Boen
Managing Director, Consumer Goods & Retail and Telecom
Dyna is the managing director of the Consumer Goods & Retail and Telecommunications practices at Escalent. She has a propensity for action and is on a quest to advise and inspire insights leaders across the world. Over the course of her career, Dyna has been on the executive team of multiple venture-/private-equity-backed start-ups, including two that she co-founded. On this journey, she’s experienced an IPO, scaled a company, and been through two acquisitions. She also co-founded the WIRexec Leadership Summit to promote collaboration among other female executives in her industry. Above and beyond, Dyna believes in diversity and inclusion as well as providing mentorship to young women. Dyna and her partner live in Northern California. They love to mountain bike, ski and do yoga when they’re not busy sorting drama between their two teenage girls, teenage boy exchange student, and rambunctious Frenchie named Matcha.
Alan Moskowitz
Vice President, Consumer Insights
Alan Moskowitz is Vice President of Consumer Insights at C Space, a business unit of Escalent, where he leads high-performing research teams in delivering primary qualitative and quantitative insights for leading brands in the food, beverage, CPG, and retail sectors. With two decades of experience in research and insights, Alan is an enthusiastic advocate for blending data with authentic consumer voices to ensure insights are both actionable and emotionally resonant. He specializes in embedding insights within organizations through compelling storytelling—leveraging integrated data, video narratives, live panels, and innovative formats such as Up Close: Gen Z, an 18-episode series he co-created and produced.
