Humanic steps into performance sportswear with new in-store sections by autumn

Swiss footwear retailer Humanic is expanding into performance sportswear with a new in-store section. The move comes as demand for high-performance sneakers continues to grow. By autumn, five stores will feature dedicated 'Humanic Sports' areas, starting with a focus on running shoes. The shift reflects a broader trend in footwear, where performance sneakers are no longer just for athletes. Many customers now wear them daily, blending style with function. Humanic's CEO, Armin Weger, is targeting this fast-growing market, where sneakers already make up a quarter of the company's sales.

Swiss brand On has led the charge in performance running shoes, surpassing three billion Swiss francs in revenue last year. Major brands like Adidas, Nike, and New Balance have also expanded their offerings in this space. Even established sports retailers such as Intersport have taken notice of the trend.

Behind the scenes, Humanic's parent company, Leder & Schuh, is set to be acquired by Slovenia's Mass Group. The deal is expected to finalise in the first half of 2026, potentially bringing further changes to the retailer's strategy. The new 'Humanic Sports' section will launch in five locations by autumn. With performance sneakers gaining popularity for both running and casual wear, the retailer aims to capture a larger share of the market. The expansion aligns with industry-wide growth in this high-demand segment.