Running Footwear Dollar Sales Rose 10% in Q3, Circana Says

U.S. footwear dollar sales held flat year-over-year in the third quarter, while units fell in the mid-single digits, Circana reported. Higher average selling prices offset softer demand as consumers stayed selective with discretionary spending.

The category mix shifted decisively toward performance. Running led all gains, with dollar sales up 10 percent and units also growing. Soccer footwear posted double-digit increases in both dollars and units. Baseball, football and volleyball footwear also grew, Circana's proprietary data showed.

Sport lifestyle sneakers still accounted for the largest share of sales. But performance footwear again served as the sector's primary growth engine.

Beth Goldstein, executive director and footwear industry advisor at Circana, said: "Consumers continue to prioritize footwear purchases that deliver a meaningful combination of function, comfort, and personal expression."

"Wellness and active lifestyles remain powerful demand drivers, supporting growth in running and other performance categories," Goldstein said.

What did earlier Circana data signal?

Circana's July data indicated low-profile sneakers and running-inspired shoes would dominate sales going into back-to-school. Cleats generated roughly two-thirds of footwear sales during July and August.

Separate figures from Circana's Retail Tracking Service, published in August, showed U.S. consumers still prioritized performance footwear in the first half of 2026. Running shoes led, while wellness and fitness interest also lifted cross-training, golf and volleyball shoe sales.

Goldstein added that "consumers are still willing to trade up for footwear and accessories" that express identity, create emotional connection or support the experiences that matter most to them.

Where did fashion footwear stand?

Overall fashion footwear sales remained pressured. Yet several trend-driven categories kept selling. Circana's data showed growth in:

• Ballerinas
• Pumps
• Fashion flip-flops
• Hiking footwear
• Rain boots

Circana read these gains as demand for versatile styles that balance fashion and functionality, plus outdoor categories serving both lifestyle and practical needs.

What does Q4 hold?

For the fourth quarter and the holiday season, Circana expects a stable market, "with flat dollar sales supported by modest increases in average selling prices despite softer unit demand."

The firm expects purchases to "remain concentrated around Black Friday, Cyber Monday, and the final weeks of the season as consumers continue to shop according to key holiday moments and last-minute needs."

"Consumers are making deliberate choices about how and when they spend their discretionary dollars," Goldstein said. "This holiday season, brands that align with consumers' interests and deliver products that feel relevant, whether through performance, comfort, style, or gifting appeal, will be best positioned to capture demand."

For vendors and buyers, the Q3 numbers point to continued allocation toward performance running and soccer capacity, with pricing power concentrated in categories that carry functional or identity appeal heading into the holiday window.