Nike has been a dominant force in the world of sports, fashion, and streetwear for decades. But with the rise of brands like New Balance, ASICS, and Salomon, more and more people are rightly asking: Is Nike still as popular in 2025 as it used to be? The answer is a resounding yes, but with important caveats.
Nike’s lasting influence in sneaker and sports culture
Nike is much more than a shoe brand. It is a global cultural icon. From Air Max to Air Jordan and from the Swoosh to Virgil Abloh’s Off-White collaborations: Nike knows how to create and maintain hype. Every year, the brand tops the lists of best-selling sneakers worldwide.
However, the way Nike is popular has changed. The hype is not always based on innovation, but on the power of recognition and nostalgia. Think of the return of classic models such as the Nike Dunk, Air Force 1, or the Air Max 1. These models continue to score due to their history, accessibility, and timeless designs.
Rise of competition: ASICS, New Balance and more
Although Nike is still hugely popular, the brand has faced strong competition. Especially New Balance and ASICS are gaining ground among enthusiasts looking for comfort, technical details, and less mass production. Models like the New Balance 9060, the 1906R, and the ASICS GEL-Kayano 14 are often praised for their fit and style that fits trends like gorpcore, vintage running, and Y2K.
However, this does not mean Nike is out of fashion – on the contrary. While New Balance and ASICS emerge as alternatives, Nike remains the most popular brand worldwide among young people. TikTok trends, major artist collaborations, and recognizable silhouettes ensure that the Swoosh remains visible everywhere.
Nike is still the market leader
According to recent sales figures and search data, Nike remains the most searched sneaker brand in the world in 2025.
In the Netherlands, popular Nikes such as the Air Max 1 Corduroy, the Air Jordan 4, and the Nike Dunk Panda still top the bestseller lists. The combination of wide availability, branding, and reissues of iconic models keeps Nike at the top of the chain.
Is the hype over? Or just changed?
Those who think Nike is less popular are probably looking at a niche of sneakerheads who consciously choose other brands. But on a large scale, Nike remains the #1 choice among the general public, especially thanks to:
The recognizability of models like the Air Force 1.
The continuous visibility in sports, music, and pop culture.
The power of collaborations with brands and artists like Patta, Travis Scott, and Jacquemus.
However, it is clear that the consumer has become more critical. Where Nike used to rely solely on name and logo, the brand now has to distinguish itself more with quality, exclusivity, and community-building. And there is room for improvement there.
What does this mean for sneaker lovers?
Nike is still popular, but the playing field has broadened. Those who want to be truly unique nowadays also choose ASICS or New Balance. But if you are looking for a model that always fits well, is recognizable, and effortlessly matches almost any outfit? Then Nike remains a safe choice.
Especially in collections like the Nike Air Max 1, the Jordan 1 High, or the Air Max 90, we still see new drops every month with high search volumes and sales figures.
Nike remains king, but the throne is shared
So, is Nike still popular? Absolutely. But where the brand used to be the sole ruler, it is now part of a broader sneaker world in which niche brands and retro runners also have space. Nike’s strength lies in its heritage, marketing, and reach, and that remains untouched for now.
Those who want to make a statement might choose a GEL-NYC or 9060. But those who want one pair of shoes that always works? They still choose Nike.