Resources · Study · Sneakers
Sneakers in Japan
A $7.8bn footwear market where sports shoes drive the growth, and how On, Converse, Veja and Golden Goose got in.
For independent sneaker brands that sell direct and are looking at Japan: where the market stands, who buys, how foreign brands got in, and what to check before you commit resources.
Sector report · 2027 edition · 34 pages · English · PDF
From the report
- $7.8bnJapan's footwear market, FY2024 retail salesYano Research, Nov. 2025
- 58%of that market is sports shoes, sneakers included, and they drive the growthYano Research, Nov. 2025
- +83%Asics SportStyle fashion sneakers, global sales, H1 2026Asics, H1 2026
- +54.7%On in Asia-Pacific, Q2 2026 at constant currency, with Japan cited as a driverOn, Aug. 2026
What's inside
- 01The marketHow big, where, through which channels, and who buys.
- The market in numbers
- Sneakers in 2026
- Five ways to sell
- Three markets in one
- Tokyo, Asia's shop window
- Who's buying
- Retail hotspots
- 02The landscapeThe foreign brands already here, their prices, and how they got in.
- What Japanese shoppers wear
- Who you're up against
- The price ladder
- On, Converse, Veja, Golden Goose
- SWOT for an independent foreign brand
- 03Going directOwn your price, your image and your customers, in Japan too.
- DTC or distributor?
- Marketing and sales channels
- Localize your offer
- Working with creators
- Shipping, customs, IP and labeling
- Retail calendar
- Your first year, step by step
- First-year budget
- What not to do
Written by
“We want to help you decide whether Japan makes sense for your brand, and how.”
Geoffrey Guyonnet
Founder, Eighty One