Key Takeaways
New Steadiness grew gross sales 19% to $9.2 billion in 2025 and is now focusing on $10 billion in annual income.
The sneaker large achieved its fifth consecutive 12 months of double-digit development in 2025, forward of rivals like Nike.
To realize credibility with youthful followers, New Steadiness has recruited athletes to symbolize its model.
New Steadiness has turned its “dad shoe” picture right into a driver of development.
In keeping with a current CNBC report, New Steadiness gross sales have been up 19% to $9.2 billion in 2025. The sneaker large grabbed market share from rivals like Nike, per the report. New Steadiness advised CNBC that it might attain its goal of $10 billion in annual income by the tip of 2026.
“We’re aggressive,” New Steadiness CEO Joe Preston advised CNBC in an interview. “No query about it. However we wish to make sure that… that the standard of our enterprise is at the beginning.”
New Steadiness is rising quicker than Nike. For the total fiscal 12 months 2025, Nike reported complete income of $46.31 billion, a 9.8% decline from the prior 12 months. In distinction, New Steadiness achieved its fifth consecutive 12 months of double-digit development in 2025.
Beating Nike the place it stumbled
New Steadiness has elevated gross sales by 180% since 2020, per CNBC. In the course of the COVID pandemic, Nike aggressively pivoted to direct-to-consumer, slicing long-time wholesale companions to prioritize its personal shops and e-commerce. The transfer initially boosted margins, nevertheless it left empty cabinets at retailers that rivals raced to fill. New Steadiness, Brooks, On and Deckers shortly expanded into that house.
Nike’s concentrate on constructing out its direct infrastructure additionally coincided with a lull in product innovation, notably in efficiency footwear. Former CEO John Donahoe blamed distant work throughout the pandemic as a drag on collaboration and creativity.
New Steadiness skilled the identical disruption however responded in a different way. The corporate used the pandemic as a catalyst to speed up product innovation. For instance, the model doubled down on analysis and growth, leaning on its Boston sports activities analysis lab to check new cushioning foams and supplies.
From area of interest “dad shoe” to world energy
New Steadiness is synonymous with the “dad shoe.” To realize credibility with youthful followers, New Steadiness has just lately constructed a roster of athletes to symbolize its model. The corporate now companions with Shohei Ohtani, a baseball star; Coco Gauff, a Grand Slam tennis champion; and Josh Allen, an NFL quarterback, amongst others. The method borrows from Nike’s playbook of utilizing elite athletes as model ambassadors.
Preston mentioned New Steadiness has differentiated itself from opponents by “staying in entrance of the buyer.” The corporate is on high of how and the place folks wish to store. To that finish, New Steadiness opened 80 new shops globally in 2025 to deepen its direct relationship with clients.
“We wish to ensure that we’re enabling the buyer to buy how they wish to store,” Preston advised CNBC. “We simply wish to present up nice.”
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Key Takeaways
New Steadiness grew gross sales 19% to $9.2 billion in 2025 and is now focusing on $10 billion in annual income.
The sneaker large achieved its fifth consecutive 12 months of double-digit development in 2025, forward of rivals like Nike.
To realize credibility with youthful followers, New Steadiness has recruited athletes to symbolize its model.
New Steadiness has turned its “dad shoe” picture right into a driver of development.
In keeping with a current CNBC report, New Steadiness gross sales have been up 19% to $9.2 billion in 2025. The sneaker large grabbed market share from rivals like Nike, per the report. New Steadiness advised CNBC that it might attain its goal of $10 billion in annual income by the tip of 2026.
