Athletic footwear checks across U.S. retailers suggest challenges remain across the sector.

The key challenges facing the athletic footwear sector that’s impacting some U.S. outdoor sports retailers are expected to persist throughout the rest of 2026.

Those challenges run the gamut from softness in end-of-cycle-shoe product lines to too many promotions. Then there’s the problem of limited inventory for the new shoe styles that resonate with consumers, the ones that stymie retailers because they can’t get enough of those shoes in stock to sell. Of course, performance-based running shoes continue to see upward momentum, but that’s not enough for retailers to base the bulk of their entire business model on if they’re looking at long-term survival.

JD Sports, Dick’s Sporting Goods and the growing Academy Sports + Outdoors are the big box outdoor specialists in the U.S. market. Below is a look at each retailer’s operations.

For JD Sports, the U.S. market was impacted by a “weaker core consumer sentiment” and deferred July back-to-school demand that moved into the first half of August, coupled with a slowdown of sales of high-heat footwear and ongoing softness in end-of-cycle shoe product lines. The retailer did see some offsets from continued momentum in the performance-based running category and new footwear styles.

JD Sports chief executive officer Régis Schultz said in a company conference call on first half results that running now has two subcategories, retro running and new running with On, Hoka, Salomon and Vomero Plus growing very fast. He also noted that running clubs and gyms are “becoming the new nightclubs” as health, fitness and well-being are becoming an increasing priority for JD’s core customer.

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