Brazil's sneaker market surges as running and gym culture boost sales

Sales of athletic sneakers in Brazil reached 21.6 billion reais in 2025, a 15% increase over the previous year and an 84% rise since 2020, according to Euromonitor International. The growth is driven by a boom in street‑running events, which jumped from 2,827 races in 2024 to 5,241 in 2025 – an 85% increase – and by a rise in gym memberships, with 41,332 gyms serving about 13.65 million members at year‑end.

A marketing collaboration between Olympikus and the fitness app Strava turned the running craze into direct sales. Participants collectively ran 5 million kilometres, unlocking a pre‑sale link that sold 2,000 pairs of a co‑developed sneaker within 48 hours. Over 100,000 users joined the challenge, and the brand reported a potential ten‑fold return on investment for such activity‑based campaigns.