Nike Tops Athletic Footwear Brands for Men and Women: L.E.K. Report

The 2026 Brand Heat Index shows generational differences in top footwear brands across athletic, casual, and dress categories.

Published on Mar. 5, 2026

Got story updates? Submit your updates here. ›

According to the latest L.E.K. Consulting Group's Brand Heat Index report, Nike remains the top athletic performance footwear brand for both men and women. The report, based on a survey of nearly 5,000 U.S. consumers, also found that brand popularity differs significantly by gender and generation, with women and younger consumers showing higher engagement with newer brands. Athletic and casual footwear categories saw the strongest brand engagement, while the top casual footwear brands were not necessarily viewed as "premium" due to the strength of accessibly priced and fast-fashion options.

Why it matters

The Brand Heat Index provides valuable insights into the evolving landscape of the highly competitive footwear industry, highlighting the importance for brands to deeply understand and tailor their strategies for different demographic groups in order to drive consumer engagement and loyalty.

The details

The report found that while the top 10 athletic footwear brands for both men and women have remained fairly consistent, with Nike holding the No. 1 spot, newer brands like Hoka and On are gaining ground, especially among female consumers. In the casual footwear category, accessible brands like Ugg, Hey Dude, and Crocs are performing strongly, while in the dress footwear segment, heritage brands like Coach and Steve Madden continue to lead. The outdoor and rugged footwear category is dominated by heritage outdoor and workwear brands, with men favoring rugged and workwear options and women gravitating towards winter lifestyle brands.

  • The 2026 L.E.K. Consulting Group's Brand Heat Index report is based on a survey conducted in early 2026.

The players

L.E.K. Consulting Group

A global strategy consulting firm that conducts the annual Brand Heat Index survey to track consumer sentiment and brand popularity across various industries, including footwear.

Nike

An American multinational corporation that designs, develops, manufactures, and sells athletic footwear, apparel, and equipment, and is the top-ranked athletic performance footwear brand in the 2026 Brand Heat Index report.

Hoka

A performance running shoe brand that is gaining ground, especially among female consumers, according to the report.

On Running

A Swiss running shoe brand that is also seeing increased popularity, particularly among female respondents in the survey.

Got photos? Submit your photos here. ›

What they’re saying

“Increasingly, we are seeing brands leverage their strength with women to develop a material men's business as well.”

— Laura Brookhiser, Managing Director and Partner, L.E.K. Consulting Group (WWD)

“Generational differences in top brand rankings point to the importance of recognizing that consumers are not all the same, requiring that brands have both deep understanding and tailored strategies for each demographic in order to win.”

— Chris Randall, Managing Director and Partner, L.E.K. Consulting Group (WWD)

What’s next

The 2027 L.E.K. Brand Heat Index report is expected to be released in early 2028, providing further insights into the evolving footwear landscape and consumer preferences.

The takeaway

The findings from the 2026 L.E.K. Brand Heat Index highlight the need for footwear brands to deeply understand their target demographics and tailor their strategies accordingly, as consumer preferences can vary significantly across generations and gender. Brands that can effectively leverage their strengths with specific consumer segments and adapt to changing market trends are poised to succeed in the highly competitive footwear industry.