The Best Brands. The Right Fit.
The Brown’s Shoe Fit Difference.
Walk into any Brown’s Shoe Fit store and you’ll find something you don’t often see anymore: a carefully curated selection of the world’s best footwear brands, chosen not by a corporate buyer in a distant office, but by the person standing right behind the counter. At Brown’s Shoe Fit Co., every store owner is also that store’s buyer — and that makes all the difference.
We don’t push what a national directive tells us to stock. We listen to our customers, we watch what works in our community, and we make decisions accordingly. The result is something rare in today’s retail landscape: a shoe store that actually reflects the people who shop in it.
Here’s a look at the athletic brands our customers have spoken loudest about — and what makes each one worth carrying.
Year-Over-Year Athletic Brand Performance: 2025 vs. 2026
The table below ranks each brand by their share of total athletic sales for Jan–Apr in both years. Percentages reflect each brand’s share of athletic sales only. No single brand dominates by accident — each earned its place on our shelves.
| Brand | 2026 Rank | 2026 % Athletic Sales | 2025 Rank | 2025 % Athletic Sales | Change |
|---|---|---|---|---|---|
| Hoka | #1 | 33.9% | #1 | 35.4% | ↓ 1.5% |
| Brooks | #2 | 29.8% | #2 | 26.5% | ↑ 3.3% |
| On Running | #3 | 18.3% | #3 | 17.3% | ↑ 1.0% |
| New Balance | #4 | 12.3% | #4 | 14.9% | ↓ 2.6% |
| Skechers | #5 | 2.3% | #5 | 3.1% | ↓ 0.8% |
| Altra | #6 | 1.4% | #6 | 1.2% | ↑ 0.2% |
| Asics | #7 | 0.8% | #8 | 0.6% | ↑ 0.2% |
| Topo Athletic | #8 | 0.4% | #9 | 0.2% | ↑ 0.2% |
| Saucony | #9 | 0.4% | #7 | 0.4% | — |
| Nike | #10 | 0.2% | #10 | 0.4% | ↓ 0.2% |
| Gola | #11 | 0.2% | #11 | 0.0% | New |
The Brands Behind the Numbers
#1 — Hoka: Maximum Cushion, Minimum Compromise
Hoka holds the top spot in our athletic brand mix, and for good reason. Originally built for ultramarathon runners who needed extreme cushioning on brutal mountain terrain, Hoka has crossed over in a major way — now beloved by healthcare workers, teachers, travelers, and anyone who spends long hours on their feet. The thick, lightweight midsole delivers a ride that feels almost gravity-defying, and the rocker geometry keeps each step smooth and effortless. Hoka is the brand we turn to first for customers dealing with plantar fasciitis, knee pain, and general fatigue from standing all day. Once someone tries Hoka, they rarely go back.
#2 — Brooks: The Runner’s Brand That Became Everyone’s Brand
Brooks has been purpose-built for running since 1914, and that singular focus shows in every shoe they make. Their GuideRails support system is one of the best innovations in athletic footwear in decades — rather than controlling how your foot moves, it simply keeps excess motion in check, reducing stress on your knees and hips. Brooks grew its share of our athletic sales year over year, a reflection of customers who discover it for running and stay for everyday wear. If you want a brand that takes biomechanics seriously without making you feel like you’re being lectured, Brooks is it.
#3 — On Running: Swiss Engineering Meets Street Style
On Running came out of Switzerland with a revolutionary idea: what if every landing felt like running on clouds? Their patented CloudTec® sole technology — those distinctive hollow pods on the outsole — compress on impact and firm up for push-off, delivering a sensation unlike anything else on the market. On has grown its presence in our stores steadily, and it’s easy to see why. The shoes look as good as they perform, appealing to customers who want athletic footwear they can wear straight from a workout to a coffee shop.
#4 — New Balance: American-Made Heritage, Modern Performance
Few brands have the depth of history and the breadth of fit options that New Balance brings to the table. Made in the USA since 1906, New Balance has always prioritized fit above everything else — offering widths from narrow to extra-wide that most brands don’t bother with. That commitment to fit makes New Balance a go-to for customers with wider feet, bunions, or anyone who’s ever had trouble finding a shoe that actually feels right. Their Fresh Foam and FuelCell lines have brought serious performance credentials to a brand already loved for its comfort and durability.
#5 — Skechers: Comfort for Every Walk of Life
Skechers has built one of the most accessible comfort footwear lines in the world, and their memory foam technology has introduced millions of people to what it feels like to actually enjoy wearing shoes. At Brown’s, we carry Skechers because our customers ask for it — and because the brand delivers genuine value at a price point that works for a wide range of shoppers. Skechers is particularly strong in our casual and lifestyle categories, and their slip-resistant work options have made them a solid choice for employees in service industries.
#6 — Altra: Zero Drop, Maximum Natural Movement
Altra was built on a simple but radical premise: shoes should let your foot function the way nature intended. Their zero-drop platform — where the heel and forefoot sit at the same height — encourages a more natural midfoot strike and promotes better posture and alignment. Their FootShapeâ„¢ toe box is among the widest in the athletic category, allowing toes to spread naturally rather than being compressed. Altra is the brand we recommend most for customers interested in natural movement, trail running, and anyone who’s been told by a physical therapist that they need to strengthen their foot muscles.
#7 — Asics: The Science of the Perfect Run
Asics — whose name is an acronym for the Latin phrase “Anima Sana In Corpore Sano” (a sound mind in a sound body) — has been engineering performance running shoes since 1949. Their GELâ„¢ cushioning technology remains one of the most proven shock-absorption systems in athletic footwear, and their commitment to biomechanical research keeps them at the forefront of running science. Asics is the brand for serious runners who want data-backed performance and time-tested technology, and we’ve seen it grow its share of our athletic sales year over year.
#8 — Topo Athletic: The Hidden Gem of Natural Running
Topo Athletic may be one of the lesser-known brands on this list, but it’s one of the most impressive — and it’s growing fast. Founded in 2013, Topo was built around the belief that a shoe should work with the foot’s natural structure rather than override it. Wide toe boxes, low drop, and light weight combine to give runners and hikers a shoe that disappears on your foot. The customers who find Topo tend to become devoted fans, and we love introducing this brand to people who are ready to take their athletic footwear in a more natural direction.
#9 — Saucony: Born to Run, Built for Everyone
Saucony has been making running shoes since 1898 — longer than almost anyone — and that experience shows. Their PWRRUN cushioning and FORMFIT technology deliver a personalized, sock-like fit that serious runners swear by. Saucony is the brand for runners who care deeply about the run itself: the feel of the ground, the responsiveness of the midsole, the way the shoe disappears into the stride. We carry Saucony for our most dedicated running customers, and it consistently earns strong reviews for fit and durability.
#10 — Nike: The World’s Most Recognizable Swoosh
Nike needs little introduction. As the world’s largest athletic footwear brand, Nike brings unmatched brand recognition and a legacy of innovation — from the original waffle trainer to Air Max to the Vaporfly. At Brown’s, we carry Nike selectively, choosing models that fit our customers’ needs rather than stocking every colorway under the sun. Our Nike selection is curated, just like everything else on our shelves.
#11 — Gola: British Heritage, Timeless Style
Gola is a British heritage brand that’s been making sportswear since 1905 — and they’re enjoying a major lifestyle revival right now. Known for their classic court shoes and bold colorways, Gola brings a retro athletic aesthetic that appeals to customers who want something different from the sea of performance-first sneakers. It’s one of our fastest-growing brands in percentage terms, and a great example of how Brown’s carries brands you might not find at every big-box retailer.
One Website. 73 Stores.
Endless Selection.
Here’s what makes Brown’s Shoe Fit different from every other shoe store — local or otherwise. No two Brown’s stores carry exactly the same inventory. Each owner buys for their community, which means the athletic selection in Storm Lake, Iowa looks different from the selection in Coffeyville, Kansas, which looks different from Dubuque, or Cheyenne, or Lufkin. That local curation is a feature, not a bug.
But here’s where it gets really exciting: all of that inventory — from all 73 stores — lives on one website. When you shop at brownsshoefitco.com, you’re not just seeing what’s in your nearest store. You’re seeing the combined athletic inventory of the entire Brown’s network — every size, every color, every style — and stores share that inventory with each other. It gives every Brown’s location the buying power and selection depth of a national retailer, while keeping all the personality and expertise of a local shop.
“If we don’t have it, you probably don’t need it.”
— Mark Toms, Brown’s Shoe Fit eCommerce Manager
Between 73 locally curated stores and a website that ties them all together, Brown’s Shoe Fit Co. offers a level of athletic selection that’s nearly impossible to match — and a level of personal service that big-box retailers simply can’t replicate. That’s the Brown’s difference. Come find yours.
Shop the full athletic selection at brownsshoefitco.com — your local store, wherever you are.
Why Buy Yours From Brown’s Shoe Fit Co.?
With 73 locally owned and operated locations across the Midwest, Brown’s Shoe Fit Co. has been a trusted name in footwear since 1911. Known for our personalized service and commitment to quality, Brown’s Shoe Fit is the go-to destination for comfortable, quality footwear for all ages. Each of our stores offers a footwear selection unique to the needs of our communities, with a knowledgeable staff trained to give every customer the best fit possible. To learn more about us, visit brownsshoefitco.com or find a store near you!
