Nike Enters New Partnership with Fleet Feet to Increase Presence in Specialty Running Stores
PublishedQuick Facts
- Nike and Fleet Feet have entered a new vendor partnership that will see an increase in Nike products at Fleet Feet locations
- On top of product offerings, Fleet Feet and Nike will partner on community events
- Nike needs to increase its presence in this sector as brands like Hoka and On are eating into Nike's market share
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Nike’s foundation was built on performance running, as the company can trace its origins to the track at the University of Oregon. Of course, the brand’s innovations in the space played a large part in its success, but the last few years have been challenging for The Swoosh. Nike's shares have taken a 68% dip since 2021, now sitting at around $42, which we can assure you isn’t some marketing ploy to promote the new Pegasus. While there are a variety of factors playing into this downturn, their loss of market share in the running category has been one of the most glaring issues.
Yes, Nike is still the largest sportswear brand on the planet, but according to an LA Times article from November 2025, Nike lost around $7.4 billion in market share in the running category alone, and SGB Media reports that “Brooks, Hoka, New Balance, Asics, and Saucony, respectively” account for the top five brands sold in specialty running stores.
In an effort to make headway in the specialty running market, Nike has just entered a new agreement with Fleet Feet, the largest franchisor of locally owned and operated run specialty stores. According to the press release, the expanded partnership will deepen the assortment of Nike footwear, apparel, and accessories in Fleet Feet locations nationwide.
“Our new partnership with Nike allows us to bring their most innovative products to our customers, ensuring runners of all levels have access to the very best,” said Joey Pointer, president and CEO at Fleet Feet. “We are incredibly excited to expand both the depth and breadth of Nike product across Fleet Feet.”
As part of the new partnership, Fleet Feet hosted activations for the new Nike Pegasus 42, which just launched earlier this week, and the retailer will host a series of community activations with Nike going forward. Prior to this, Fleet Feet actually sued Nike in 2019 over the campaign slogan “Sports Changes Everything,” and The Swoosh lost the appeal in 2021.
Nike still has a ways to go in the specialty running market after losing ground to up-and-coming brands like Hoka, On, and Saucony but if it can integrate into the specialty running sector, maybe it can claw its way back to the top. For more updates on the latest releases, raffles, news, and more in the sneaker and streetwear world, download the Sole Retriever mobile app.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com
