Key Takeaways
New Steadiness grew gross sales 19% to $9.2 billion in 2025 and is now concentrating on $10 billion in annual income.
The sneaker large achieved its fifth consecutive yr of double-digit development in 2025, forward of rivals like Nike.
To achieve credibility with youthful followers, New Steadiness has recruited athletes to characterize its model.
New Steadiness has turned its “dad shoe” picture right into a driver of development.
In line 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 need to be sure that… that the standard of our enterprise is before everything.”
New Steadiness is rising quicker than Nike. For the complete fiscal yr 2025, Nike reported whole income of $46.31 billion, a 9.8% decline from the prior yr. In distinction, New Steadiness achieved its fifth consecutive yr of double-digit development in 2025.
Beating Nike the place it stumbled
New Steadiness has elevated gross sales by 180% since 2020, per CNBC. Through 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, but it surely left empty cabinets at retailers that rivals raced to fill. New Steadiness, Brooks, On and Deckers rapidly expanded into that area.
Nike’s give attention to constructing out its direct infrastructure additionally coincided with a lull in product innovation, significantly 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 otherwise. 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 international energy
New Steadiness is synonymous with the “dad shoe.” To achieve credibility with youthful followers, New Steadiness has just lately constructed a roster of athletes to characterize 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 stated New Steadiness has differentiated itself from rivals by “staying in entrance of the buyer.” The corporate is on prime of how and the place individuals need to store. To that finish, New Steadiness opened 80 new shops globally in 2025 to deepen its direct relationship with prospects.
“We need to ensure that we’re enabling the buyer to buy how they need to store,” Preston advised CNBC. “We simply need 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 concentrating on $10 billion in annual income.
The sneaker large achieved its fifth consecutive yr of double-digit development in 2025, forward of rivals like Nike.
To achieve credibility with youthful followers, New Steadiness has recruited athletes to characterize its model.
New Steadiness has turned its “dad shoe” picture right into a driver of development.
In line 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.
