When more than 55,000 runners line up at the start of the 2026 Bank of America Chicago Marathon, each will bring a familiar mix of anticipation and doubt: Did I train enough? Am I dressed for the conditions? And perhaps most importantly, am I wearing the right shoes?
That final question reflects a major shift in running. Footwear is no longer simply a practical purchase. For many runners, it is central to comfort, confidence, performance and identity.
Running’s popularity has accelerated sharply in recent years. U.S. race participation grew by 5% in 2025 compared with 2024, according to RunSignup, with the strongest momentum coming from younger runners and social running communities. Runners aged 18–29 represented 17.9% of participants—the highest share since 2017—while women accounted for 53% of all participants. What was once seen largely as an individual pursuit has become a social, accessible and highly visible lifestyle activity.
Social run clubs have become one of the sport’s most influential growth engines. They are bringing new runners into the category, particularly younger consumers who see running as both fitness and community. For footwear brands, this changes the purchase journey. Recommendations increasingly come not only from elite athletes or specialist stores, but from friends, club members and the runners seen each week on local routes.
This growth has intensified competition among running-shoe manufacturers. Premium performance models now commonly cost $250 or more, reflecting investment in advanced foams, carbon-fibre plates and lighter construction. Brands are competing to deliver greater energy return, more comfort and, ultimately, the next breakthrough in speed.
The race for speed reached a defining moment at the 2026 TCS London Marathon, where adidas athlete Sebastian Sawe became the first man to break two hours in an official marathon, running 1:59:30 in the Adizero Adios Pro Evo 3. The achievement was remarkable not only for the athlete, but for what it represented: a new era in which human performance, materials science and footwear innovation are increasingly intertwined. Nike had pursued the sub-two-hour barrier for years without success. Now, every major brand is investing heavily to find the next competitive advantage.
The U.S. running-shoe market was worth an estimated $6.9–$7.5 billion in 2025, and the category continues to grow faster than much of the wider footwear market. Brooks remains the leader in U.S. adult performance running, while HOKA, Nike, ASICS, On, New Balance, adidas, Saucony, Altra and Salomon all compete for runners’ attention across road, trail, training and race-day categories.
The market is also attracting brands from outside traditional running. Rossignol, long associated with skiing and mountain sports, is entering the category, while HOKA’s rise from challenger brand to industry leader has reshaped expectations around cushioning. Its once-distinctive maximal midsoles have prompted virtually every established competitor to develop highly cushioned alternatives.
The fastest shoes may attract the headlines, but most runners do not train in carbon-plated race shoes every day. The market is increasingly divided between durable, comfortable daily trainers and highly specialized race-day models designed to maximize speed. Winning brands need credibility at both ends of the spectrum, helping runners enjoy the everyday miles while offering meaningful performance gains when the start line matters most.
Yet, for all the innovation, runners’ priorities remain surprisingly consistent. Whether they are chasing a personal best in Chicago or heading out for a social 5K, most are looking for five things:
Comfort and fit: a secure heel, sufficient toe room and no pressure points.
Cushioning: impact protection, particularly for long road miles.
Support and stability: a shoe that feels confident and appropriate for the runner’s gait and foot shape.
Responsiveness: a light, energetic ride that feels efficient at pace.
Durability and value: confidence that the shoe will perform over its useful life, typically around 300–500 miles.
The future of running footwear will not be defined by speed alone. The brands that win will be those that combine credible performance innovation with a clear understanding of how people actually run, whether for fitness, friendship, mental wellbeing, competition or personal achievement. At the 2026 Bank of America Chicago Marathon start line, runners may wear different brands and chase different goals, but they all want the same thing: a shoe that gives them confidence for the 26.2 miles ahead.
Martin Lilly
Vice President – Account Management
rEvolution
Sources: Bank of America Chicago Marathon, RunSignup, Circana, Strava, London Marathon Events and brand/company reporting, 2025–26.
