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Humanic Bets Big on Performance Sneakers with New Sports Sections

From running shoes to daily wear, performance sneakers are reshaping footwear trends. Humanic's bold move signals a permanent shift in consumer habits.

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1 min read
The image shows an old book with a variety of shoes on it, along with text and numbers. The shoes...
The image shows an old book with a variety of shoes on it, along with text and numbers. The shoes are arranged in a neat row, with different colors and styles. The text on the book is likely describing the different types of shoes available.

Humanic Bets Big on Performance Sneakers with New Sports Sections

The demand for performance sneakers is growing rapidly, with more people choosing footwear designed for both sports and daily wear. Major brands like Adidas, Nike, and New Balance have expanded their offerings, while Swiss brand On has become a leader in the market. Now, Humanic is launching its own sports-focused sections in stores to meet this trend.

Humanic will open its first 'Humanic Sports' sections in four locations this week, with a fifth planned for autumn. The new areas will focus on running shoes and performance footwear, reflecting a shift in consumer habits. Currently, sneakers make up about a quarter of the retailer's total sales.

The move follows years of strong growth in sports and outdoor categories for established retailers like Intersport. On, the Swiss running shoe brand, has seen particularly high success, surpassing three billion Swiss francs in revenue last year. Armin Weger, CEO of Humanic, believes the performance sneaker trend is not just a passing phase. He expects it to remain a key part of the market. Meanwhile, Humanic's parent company, Leder & Schuh, is set to be acquired by Slovenia's Mass Group, with the deal expected to finalise in the first half of 2026. No details have been released about specific marketing plans for the new 'Humanic Sports' sections as of March 2026.

The launch of 'Humanic Sports' marks a clear response to the rising popularity of performance sneakers. With major brands already dominating the sector, Humanic's new sections will provide customers with more specialised options. The expansion comes as the company prepares for a change in ownership under Mass Group.

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