Sales of sports-related products such as running shoes have surged on major fashion platforms popular among the 2030 generation. The running trend that began last year is spreading again as the weather gets warmer, and the increase in outdoor activities such as spring outings has also contributed to this growth.

According to fashion platform Ably, operated by Ably Corporation, the transaction amount for sports brands over the past two weeks (March 6-19) nearly doubled (80%) compared to the previous year. Among these, the transaction amount for "running shoes" increased by more than 2.5 times (155%).

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Searches for related keywords also increased. During the same period, the number of searches for "running" on Ably rose by more than three times (220%) year-on-year, and "functional shorts" were searched about 75% more often.

Among sports brands, Hoka One One made a significant impact. On Ably, the transaction amount for the global sports outdoor brand Hoka One One increased by more than 38 times (3744%) compared to a year ago. Outdoor shoe brand Keen also saw its transaction amount rise by more than 22 times (2145%) year-on-year. Additionally, the transaction amount for global sports brand New Balance on Ably increased by more than three times (207%).

Hoka One One website screenshot

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ASICS Novablast 5. Screenshot from the ASICS website

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Running shoes from brands such as Asics and Nike are particularly favored. During the same period, the transaction amount for Asics' "Novablast 4" increased by more than 25 times (2432%) compared to the previous year, while the "Jolt 4 Extra Wide" product saw a transaction amount increase of more than double (112%). Nike's "Revolution 6" (519%) and Hoka One One's "Bondi 8 Wide Running Shoes" (64%) also saw significant transaction growth.

This trend was similar on other fashion platforms. According to 29CM, a fashion platform operated by Musinsa, the transaction amount for running shoes from March 1 to 20 increased by about 70% compared to the previous year. During the same period, the number of searches for running-related keywords jumped more than fourfold year-on-year. The company explained that this was due to the increased demand for sports activities among women aged 25 to 39, who make up the main customer base.

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A 29CM representative stated, "Interest in functional running shoes, apparel, and accessories is growing, especially among female customers. We plan to launch collaborative content with domestic and international sports brands to cater to women who choose sports brands based on functionality and personal preference."

The popularity of Hoka One One, Keen, Asics, and New Balance was also confirmed on this platform. According to Musinsa's monthly ranking, in the sports and leisure category last month, Hoka One One's "Women's Bondi 9 Wide Black" ranked 6th, "Men's Bondi 9 Wide Black" ranked 21st, Keen's "Jasper Sneakers Beige" ranked 15th, and "Jasper Rock Sneakers Safari Blue" ranked 24th. In addition, Asics' "Libere CF Indoor Shoes" ranked 27th, and New Balance's "NBPFEF752S Silver" ranked 30th.