Home / Business and Economy / Nike Loses Ground to Rivals Hoka and On in Running Shoe Race
Nike Loses Ground to Rivals Hoka and On in Running Shoe Race
17 Nov
Summary
- Nike CEO Elliott Hill at NYC Marathon, but Nike runners not on podium
- Adidas and On brands win men's and women's races
- Nike's running division an "urgent priority" since Hill rejoined company
As of November 17, 2025, the sportswear giant Nike is struggling to maintain its dominance in the running shoe market. The company's CEO, Elliott Hill, was present at the finish line of the New York City Marathon in Central Park earlier this month, but the runners wearing Nike sneakers were not the ones crossing the line first.
Benson Kipruto won the men's race in a pair of Adidas shoes, while Hellen Obiri, wearing Ons, took the women's title. This is a significant setback for Nike, which has traditionally been the go-to brand for elite athletes and recreational runners alike.
Since rejoining Nike last year, Hill has made reviving the company's running division an urgent priority. The world's largest sportswear company has fallen behind competitors like Hoka and On, which have been gaining ground in the market.
Nike's struggles on the roads, tracks, and treadmills where its sneakers used to reign supreme are a cause for concern. The company is facing a challenge to regain its dominance in the running shoe segment, and Hill is determined to turn things around.
