World Cup 2026: Running Shoe Trends | Intersport

Weak economic conditions are cooling consumer sentiment: many prefer to save money rather than spend it on large-scale purchases. Germany’s largest sports retail group Intersport is also feeling this and plans to focus on specific themes and trends next year – from football and running to outdoor activities.

The Men’s World Cup will be held in the USA, Canada and Mexico from June 11 to July 19, an important event that Intersport is also counting on. “In 2025 we were missing major sporting events – such as the European Football Championship and the Olympic Games the year before,” said Alexander von Prehn, CEO of Intersport Germany. Germany’s matches are scheduled so that they can be watched in the evening, German time. “These are really favorable conditions for the World Cup.”

Any major sporting event is beneficial and encourages people to play sports more often. “But football is a different story: it has a positive impact on society as a whole,” said von Prehn. He expects the World Cup to revive interest in team sports because “then we’ll see even more people, more young people in sports clubs.” This segment’s contribution to Intersport’s revenue has declined slightly recently.

Particular emphasis is placed on the sale of T-shirts: at the home European Championship 2024, Intersport retailers sold half a million T-shirts. The pink Germany away jersey in particular was a hit with customers and was temporarily sold out.

Next year Intersport is again counting on this effect. The national team home jersey is already available in stores. “The feedback from our retail partners when placing orders has been very, very positive, and the start of sales of the new Adidas home jersey has already significantly exceeded our expectations,” said Intersport board member Henrietta Tesch, who is responsible in particular for purchasing. “We expect the same from the away kit, which Adidas plans to unveil in March.”

The main sales driver for Intersport is the outdoor category. This includes clothing, shoes and equipment for activities such as hiking, trekking and camping. “Outdoor is our most important category, and it’s growing again at very high, post-pandemic levels,” Tesch said. In addition to multifunctional clothing, a notable innovation in outdoor clothing is UV- and insect-resistant products.

“Here, first of all, we are talking about health. Many people no longer strive for maximum tan, but want to protect their body,” Tesh added. Some brands took this into account and released corresponding collections. Another sustainable trend: multifunctional jackets, for example, are increasingly seen on the streets.

According to Intersport, running is currently booming, thanks primarily to running communities. “People run together – and it’s not about records,” Tesh noted. “Rather, these are organized races as social events and joint training in groups of like-minded people.”

“We win from this.” More than 3,000 such running events are held throughout Germany every year. This is reflected in Intersport’s sales of not only running shoes and apparel, but also equipment such as hydration systems. “We are currently seeing double-digit growth.” Trends like Hyrox, an indoor competition in which participants run 1,000 meters eight times and perform exercises at stations in between, are also having a positive impact.

Moreover, Intersport has long been observing the convergence of sports and fashion. Sports-style clothing and shoes – sneakers, leggings – have become an integral part of the daily lives of many people. Now another trend is gaining momentum: according to Intersport, classic running shoes are gradually replacing sneakers on the streets. “Look at people’s shoes. In the business environment, white sneakers still have a strong foothold, but running sneakers are increasingly seen,” von Prehn said. With plenty of cushioning and a higher sole, they help even non-athletes get through the day comfortably.

“This will significantly support us, especially in the sports shoe segment,” added the head of Intersport. “This is a huge trend. I would say that compared to the sneaker boom, we will now experience a running shoe boom.”

According to its own data, Intersport is the largest sports goods retail group in Germany. It recently included nearly 700 partners with more than 1,400 stores nationwide. More than 400 of them also operate under the Intersport brand. The group aims to increase turnover to around six billion euros by 2030 – which should give it a market share of just over 30%.

Retailer turnover fell slightly to €3.46 billion in the 2023/24 financial year, partly due to weakening consumer sentiment. However, the company said it has gained market share. Von Prehn recently forecast a slight improvement in performance for the fiscal year ending in September. Retail cooperatives typically do not disclose profit figures.