U.S. Consumers Bought More Running Shoes in the First Half of 2026
Volleyball, cross training and golf shoes saw solid performance.
It might be the summer of the dress shoe revival, but U.S. consumers still prioritized performance footwear in the first half.
That’s according to new data from Circana’s Retail Tracking Service, which showed that running shoes reigned supreme, with both dollar and unit sales increasing a very 13 percent. Cross-training, golf and volleyball shoes also saw sales gains as fitness and wellness continued to drive purchases.
Overall, performance footwear generated 6 percent dollar growth for the six-month period, and unit sales also increased.µ
Overall results weren’t as robust. All told, the U.S. footwear industry showed first-half dollar growth of 1 percent, mirroring results in the first quarter. Higher average prices drove the small gain, while unit sales declined overall. Tariffs and rising supply chain costs have been steadily pushing up prices for the past several years.
“Consumers remain highly intentional about their footwear purchases,” said Beth Goldstein, footwear and accessories industry advisor at Circana. “The biggest growth stories in the first half came from categories that blend comfort, versatility, and performance. Fashion trends are generating excitement and momentum, but sneakers remain the largest part of the business by a wide margin. The long-term winners will be the brands that can combine innovation and relevance with the functionality consumers continue to prioritize in how they are living, working, and moving today.”
While performance shoes are a definitive bright spot, sport lifestyle footwear showed a decline in the period, and recent results from athletic brands illustrate a challenged sneaker market overall.
Amid all the buzz about a dress shoe comeback, fashion footwear sales remain flat in the first half, although the second half has the potential to show increases. Certain segments did stand out: Ballerina styles posted double-digit growth, while mules, clogs and pumps also grew. Multi-strap sandals lagged behind, while slides and flip-flops showed gains.
Looking ahead, Circana’s “Future of Footwear” report predicts that the U.S. industry will close out 2026 generally flat.
In that report, nearly half of consumers reported delaying purchases or choosing lower-priced alternatives due to price increases.
“As consumers continue to navigate economic uncertainty and rising costs, the greatest opportunities will come from innovation, differentiated product stories, and compelling value propositions,” Goldstein said.