Running Shoe Brands Face Challenges as Middle-Aged Consumers Buy In
Creatrip Team
a year ago
Recently, running shoe brands like Hoka and On have seen their stocks drop despite a global surge in running popularity. This unexpected downturn is attributed to middle-aged (ages around 40-50) consumers starting to buy these shoes, which some analysts believe marks an end to the trend among younger buyers. Historically, when brands become associated with older consumers, younger people tend to move on to new trends. To counter this, running shoe companies are focusing on engaging younger customers more actively, using social media and community running events to revitalize interest among the MZ generation (Millennials and Gen Z). These efforts aim to maintain the brands' appeal and prevent the kind of decline seen by outdoor brands that became associated with middle-aged consumers in the past.
