The 2026 Sneakerhead Survey – What Trends to Expect This Year

The sneaker world isn’t what it was a few years ago. The hype cycles have slowed, resale isn’t driving the conversation like it used to, and people are thinking a lot more carefully about what they’re actually putting on their feet. It’s less about chasing the next big thing and more about buying something that actually fits into your day-to-day – whether that’s a pair you can wear to the office, on a long walk, or just every single day without thinking about it. So we asked our followers one simple thing: what’s changed?

From the brands you’re backing to how often you’re actually buying, Captain Creps’ 2026 Sneaker Survey paints a pretty clear picture of where the culture’s at right now – and where it might be heading next.

Which Brand Impressed You Most in 2025?

For the second year running, it’s Nike at the top. Pulling in 44% of the vote, the American sportswear giant continues to dominate, and it’s not hard to see why. Between consistent retro runs like the Air Max 95 (especially with all the anniversary noise around the “Neon” and “Pink Foam”) and a steady stream of wearable GRs, the Swoosh has been focusing on what it does best. Even models like the Air Force 1 and Dunk haven’t disappeared – they’ve just been dialled back slightly, letting stronger releases breathe a bit more.

New Balance came in second with 29%, still riding that perfect balance of comfort, collabs, and everyday wearability. Whether it’s the 1906R or 991v1, it’s the brand that people trust when they want something that just works straight out of the box. Meanwhile, adidas and ASICS trailed behind at 15% and 12% – both still relevant, especially with models like the Samba OG and GEL-Kayano 14, but not quite dominating the convo in the same way they were a year or two ago.

What Influences Your Sneaker Purchases in 2026?

This one says everything. Comfort took the top spot at 50%, followed by price at 23%. Collaboration and storytelling landed at 19%, while hype came dead last at just 8%.

A few years ago, that would’ve been unthinkable. Hype used to be the reason you bought into something – think Off-White x Nike, Travis Scott Jordans, or even early Yeezy drops. Now, it barely moves the needle. Instead, people are gravitating towards pairs they can actually live in, whether that’s a New Balance 2002R, an ASICS GEL-1130, or even something niche from the likes of HOKA or On.

And it makes sense. People are walking more, travelling more, and generally expecting more from their footwear. If it doesn’t feel good on foot or justify the price tag, it’s staying on the shelf – no matter how strong the story or who’s attached to it.

What’s the Maximum You’re Willing to Pay for a General Release?

Right in the sweet spot: £80 to £125, with 45% of you picking that range. 34% of you said £125 to £180, while just 10% are happy to go above that. And at the lower end, 11% want to keep things under £80.

Put simply, the £100-ish sneaker is still king – even as retail prices creep higher and higher. When pairs like the Air Max 95 are pushing towards £180 and even GR Dunks aren’t exactly cheap anymore, sneakerheads are becoming way more selective about where they spend.

What’s interesting is that people aren’t necessarily against paying more – they just need a reason. A Made in UK New Balance, an Air Jordan dripped out in premium leather, or something with genuinely better materials can still justify the jump. But if it feels like a standard release with a premium price tag, most are happy to wait it out – or skip entirely.

How Has “Hype” Changed Over the Past Year?

More than half of you said there’s less hype now at 53%, while only 15% think it’s coming back. That lines up with what we’re seeing across the board. Even big-name collaborations don’t guarantee chaos anymore – just look at the Undefeated x Air Jordan 4, for example. There’s less of that instant sell-out energy that defined the late 2010s and early 2020s.

GRs are sitting longer, restocks are more common, and the pressure to buy immediately just isn’t there in the same way. Even pairs that would’ve been impossible to get a few years ago are now relatively accessible if you’re patient.

Hype hasn’t disappeared – it’s just quieter and more selective. When something genuinely hits, like the Pharrell Williams x adidas Adistar Jellyfish, people still show up. But it has to work harder to earn that attention now.

Which Major Brand Will Have the Best Year in 2026?

Again, Nike leads the charge with 55%. New Balance follows at 21%, with adidas on 15% and ASICS at 9%.

There’s a clear expectation here: Nike isn’t just back – it’s expected to stay on top. Between key anniversaries, a strong retro pipeline, and a renewed focus on wearability, it feels like the brand has a clear direction again.

NB is still in a great spot, especially with new silhouettes like the ABZORB 2000 and Allerdale continuing to perform, but it plays a different game – slower, more consistent, less headline-driven. adidas and ASICS are still very much in the mix, but they’ll need a standout moment – something beyond Gazelles or retro runners – to really shift the narrative this year.

Which Brands Could Have a Breakout Year?

Outside of the usual suspects, On is the one to watch. With 38% of the vote, it comfortably leads this category, ahead of Salomon at 24%, Puma at 23%, and Crocs at 15%.

Performance-meets-lifestyle is still gaining ground, and On is right at the centre of that shift. Models like the Cloudmonster and Cloudtilt are everywhere right now, bridging that gap between running tech and everyday wear. Add in collaborations with the likes of Kith, Loewe, and POST ARCHIVE FACTION and it’s clear the brand is pushing beyond just performance.

Salomon continues to ride the gorpcore wave with pairs like the XT-6, while Puma’s been building nicely with things like the Speedcat revival and strong collaborative output. But right now, On feels like it has the clearest runway heading into 2026.

How Often Are You Buying Sneakers Compared to Three Years Ago?

Now, this one’s pretty split. 31% of you are buying more often, 25% said about the same, while 44% said you’re buying less – 28% much less, 16% slightly less.

So yeah – while there’s still a core group going hard, a big chunk of people are pulling back. And it’s not just about money – it’s mindset. People are thinking more about what they actually need, what they’ll actually wear, and whether something deserves a spot next to pairs they already own.

Instead of grabbing every single drop, it’s more about picking up a solid rotation – maybe a daily like a 571, a retro like an Air Max, and something more trend-led like a Salomon or On. Fewer impulse buys, more considered pickups – and a lot less regret.

Which 2025 Trend Are You Most Tired Of?

If there’s one thing sneakerheads are done with right now, it’s baggy everything. Taking the top spot at 34%, baggy jeans and jorts are officially hitting fatigue point. After a couple of years dominating both streetwear and TikTok fits, it looks like people are ready to move on – or at least dial it back. It’s not that the silhouette is gone, but the novelty’s definitely worn off.

Animal print came in second at 28%, which isn’t too surprising either. Between leopard Sambas, zebra Dunks, and pretty much every brand trying to push some sort of wild pattern, it’s been everywhere – and now it feels a bit overdone. Loafers followed at 23%, which is interesting considering how hard they’ve been pushed as the “grown-up sneaker alt.” Turns out not everyone’s ready to fully commit just yet.

And then there’s Y2K runners at 15%. Despite all the talk of them being played out, they’re still holding on.

What’s Your Usual Sneaker Buying Window?

This might be the most telling stat of the entire survey. Over half of you at 54% said you’re buying sneakers in the sale. Not on launch day, not through raffles – just waiting it out and picking things up when the price drops. That’s a massive shift from how things used to be, when missing a drop felt like the end of the world.

Impulse buys came in at 24%, which shows there’s still some spontaneity in the game, but it’s nowhere near the dominant behaviour. Launch day purchases sit at just 15%, which really highlights how much that “must cop immediately” mentality has cooled off. And only 7% said they’re buying strictly when needed – so there’s still a bit of indulgence in there.

It all ties back to the bigger picture: people are shopping smarter. Whether it’s waiting for a pair of Air Max 97s to hit discount or picking up a Vans in an end-of-season sale, the urgency just isn’t what it used to be.

Final Thoughts

Put it all together, and the shift is pretty obvious. Trainer culture in 2026 is less about chasing and more about choosing. Hype hasn’t disappeared, but it’s no longer the thing driving every decision. Instead, it’s comfort, price, and actual wearability leading the way.

Sneakerheads are still buying, still caring, still tapped in – just in a different way. There’s less urgency, more patience, and a lot more thought behind each pickup. You’re seeing it in the rise of sale shopping, the drop in impulse buys, and the fact that GRs are getting just as much attention as collabs.

And honestly, it feels like things have levelled out a bit. The noise has died down, the dust has settled, and what’s left is a sneaker scene that feels more wearable, more realistic, and a lot more sustainable in the long run.

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