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Nike Is Losing Running to Four Brands at Once
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Can the founders of the Swiss sports brand On sustain the growth? And how fierce is the competition from established players Adidas and Nike?
·Belgium
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Nike Is Losing Running to Four Brands at Once
London, 9 August 2026 — EBM Weekend Read Look down on any commuter train in Europe and count the shoes. Thick foam soles, rocker profiles, colours nobody would have chosen for a trainer a decade ago. Most of those people are not runners. That gap — between what the shoe was engineered for and what it is actually being used for — is the whole business story, and it is worth roughly $105bn a year. The branded athletic footwear market grew about 5%…
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