COMPETITIVE LANDSCAPE
Asics, adidas and Nike maintain their leading positions, with Asics taking the top spot
Footwear in Japan is relatively fragmented, with multiple players competing for share. In 2025, the top manufacturers in footwear were Asics Corp with an 11% retail value share, followed by adidas Japan KK at 11%, and Nike Japan Co Ltd at 10%.
New entrants and product launches drive opportunities
In 2025, footwear witnessed an influx of international brands, each bringing diverse designs and philosophies. The nation's sophisticated sneaker culture, which deeply values design, rarity, and streetwear, provides a fertile ground for global sneaker and sports footwear brands seeking expansion.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in Japan?
- Where is future growth expected to be most dynamic?
Footwear in Japan - Category analysis
KEY DATA FINDINGS
Footwear thrives on comfort and functionality, with continued growth projected
Consumers prioritise comfort and functionality in footwear
Wellness trend drives demand for functional footwear in Japan
Inbound tourism fuels sales, with unique designs and cultural authenticity driving sales
Ageing population set to drive demand for functional footwear
Sustainability and technology integration to shape future trends
On's flagship launch signals Japan's growing role in global sneaker fashion
Asics, adidas and Nike maintain their leading positions, with Asics taking the top spot
New entrants and product launches drive opportunities
Offline retail remains dominant with enhanced in-store experiences
TikTok Shop social commerce impacts retail e-commerce
Apparel and Footwear in Japan - Industry Overview
Inbound tourism, tech innovation, and experiential retail drive growth in apparel and footwear
Tourism, functional products, and sports events fuel growth despite challenges
Apparel dominates, but footwear and sportswear see greater dynamism
Inbound tourism drives growth, with Onitsuka Tiger a standout brand
Tech innovation drives growth in functional fashion to address warmer summers
Growth set to continue, with collaborations an important driving force
Functionality, sustainable practices and changing culture likely to impact growth
Fast Retailing and Shimamura lead through wide distribution and strong brand recognition
LVMH-backed investment firm acquires Kapital, signalling shift towards niche Japanese labels
Offline retail remains dominant as many consumers prefer to try before buying
TikTok Shop set to accelerate growth in retail e-commerce
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Footwear research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!