The Rise of Smaller Brands
Athletic giants Nike and Adidas have long held the largest shares of the athletic market, but when it comes to buzz, 2018 was owned by smaller brands. Fila enjoyed a resurgence, thanks to heritage styles (including FN’s Shoe of the year, the Disruptor 2), Greats opened its first brick-and-mortar stores, and collaborators such as Gary Vaynerchuk and Anwar Carrots boosted K-Swiss’ profile.