The times, they are a changin’, so says L.E.K. Consulting’s 2026 Brand Heat Index. The fifth annual study, based on a survey of 6,000 U.S. consumers, reveals that the competition at the top is tighter than ever, while many mid‑tier brands are struggling to keep pace.
Laura Brookhiser, managing director and the report’s lead author, attributes this divergence to an overall market of muted consumer confidence but a plethora of choices and access to brands. “Consumers are being discerning about where they are spending their dollars, and that’s leading to some polarization in the market,” she says. “The leading brands have been able to cut through the noise, not only with great product but with positioning, marketing, and community building that is connecting with consumers on a deeper level.” Brands that lack those capabilities, she notes, are losing relevance in consumers’ minds as well as being undercut by plenty of value brand options.
Athletic brands atop the latest Brand Heat Index include Hoka, On Running, New Balance, Brooks, and Asics. Nike is there as well, but it has lost some heat to these brands. Brookhiser attributes that to overall growth in the running category as well as technical credibility and lifestyle crossover. “These brands have been able to put their own unique spin on athletic that is resonating with consumers,” she says. By contrast, “Nike had been in a period of less innovation and shifting channel focus that created opportunity for emerging and smaller scale brands to make meaningful strides.”
Hot casual brands include Ugg, Crocs, and Timberland. They appeal to a range of generations. Here, iconic silhouettes resonate strongly, and it’s all about comfort. Hot emerging brands that appeal—especially to Gen Z—include Solomon and Arc’Teryx in outdoor, both from technical and fashion perspectives. In dress and casual styles, it’s Coach, Tory Burch, and Kurt Geiger for Gen Zers. Brookhiser attributes their popularity in part to investments in thoughtful social media and influencer marketing. “Gen Z, the first truly digital native generation, has a much deeper engagement and awareness of emerging brands through their connectivity via social media,” she says, adding that Gen Z women are also more likely to embrace emerging brands than older generations or men in general. “They’re constantly consuming information and getting exposure to new brands, and they’re just more likely to try new product.”
The power of younger female shoppers segues into another interesting finding in the Brand Heat Index. Namely, a shift in gender playbooks. The traditional brand model of launching male‑first and then extending to women’s is being flipped among younger consumers, Brookhiser reports. “Now we’re seeing more companies take a female first position, and then effectively transitioning into men’s styles down the line,” she says. “Brands like ALO Yoga are increasingly resonating with Gen Z men.”
So what does the Brand Heat Index say about the footwear market’s current state overall? Brookhiser says the study isn’t necessarily a diagnosis, but it does signal some good vitals. Consumers are engaged with the category and willing to spend on brands they love. At the same time, though, the competition is increasingly intense and the ability to cut through the noise and connect with consumers is getting harder. “Athletic and outdoor brands continue to generate the strongest brand heat in aggregate, which plays into performance and lifestyle crossover,” she says. “And premium brands are gaining heat across all categories, which speaks to consumers who are willing to trade up when brands deliver clear performance, style, or status benefits.”
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