Market Watch: More and More Brands Enter Football Boot Game
Jan 17, 2026, by Phan Tich Giay
- New Brands Entering the Market: Skechers, Decathlon (Kipsta), Jako, and Reebok are either entering or reinvesting in the football boot market to compete with established brands.
- Focus on Speed and Modern Tech: The new wave of brands are focusing on speed boots that are thin, light, and responsive, moving away from traditional leather boots.
- Ambassador Power: Brands are signing notable football players like Harry Kane (Skechers) and Antoine Griezmann (Decathlon) to promote their boots and gain market recognition.
For years, the football boot market has been dominated by the "Big Three" - Adidas, Nike, and Puma. While smaller slices of the pie were held by established names like Mizuno, New Balance, and Under Armour, the hierarchy seemed set in stone. However, a recent wave of new entrants and returning giants suggests the market is wider open than previously thought.
More and More Brands Enter Football Boot Game
In recent years, we have seen four notable brands either enter the market for the first time or make a significant reinvestment to compete at the top level: Skechers, Decathlon (Kipsta), Jako, and soon, Reebok.
Skechers made their move in late 2023, entering as a complete newcomer. Decathlon, Jako, and Reebok have previous experience but had largely fallen off the radar due to outdated technology. Now, they are back with a clear strategy.
Focus on Speed and Modern Tech
The common thread among these challengers is a pivot toward the speed boot segment. In the past, smaller brands relied on traditional leather or Kangaroo leather boots. While classic, these fell out of favor as the market shifted toward ultra-lightweight, high-intensity footwear.
Recognizing this, the "new" waves of boots are thin, light, and responsive.
Ambassador Power
To make a dent in the market, you need faces.
Skechers has been the most aggressive, signing Harry Kane, Isco, Mohammed Kudus, and Anthony Elanga.
Decathlon made a massive statement by signing Antoine Griezmann, proving that their boots can perform at the elite level.
While these rosters are small compared to Nike or Adidas, they are significant footholds for smaller brands.
New Models & Future Releases
Jako has just launched two brand-new silos: the RS89 and the OPURA.
Reebok is set for a major comeback in 2026, with plans to release a new silo called the Sidewinder.
All-New Reebok Sidewinder Boots Leaked - the First Modern Silo of Reebok's Comeback
We also cannot ignore Sokito, a newcomer focusing on eco-friendly boots made from sustainable materials.
The entry of these brands makes the market more diverse and competitive than ever. For the consumer, this is good news—it means more choices and potentially better pricing as brands fight for a spot on your feet.
Are you willing to try boots from brands like Jako, Skechers, or Reebok, or will you stick to the Big Three? Let us know in the comments below.
Japan U20 Debuts All-White Away Kit Variant
The all-white variation of Japan's away kit made its official debut during Japan U20's dominant 8-0 victory over Cambodia U20 in the U20 AFC Asian Cup qualifiers.
Previously, Japan premiered the original ensemble (black shorts and white socks) in a friendly match against Scotland, followed by an all-black shorts and socks variant during their 2026 FIFA World Cup Round of 32 clash with Brazil.
Leicester City 26-27 Away Retro Collection Released
Expanding on their retro-inspired aesthetic for the season, Leicester City and Adidas have officially dropped a new lifestyle apparel collection under the Adidas Originals banner. Following the popular launch of their Trefoil away shirt earlier this summer, the latest range focuses on timeless club heritage infused with classic Three Stripes street style.
The standout piece of the collection is a royal blue long-sleeve jersey adorned with an intricate all-over diagonal jacquard pattern. Much like the 26-27 away kit, the piece prominently features the iconic Adidas Trefoil alongside Leicester's nostalgic 'Running Fox' crest, which famously adorned the club's shirts until 1992. Matching royal blue three stripes run down the shoulders and sleeves to complete the vintage look.
Alongside the long-sleeve shirt, the collection includes an archival blue t-shirt with a bold white chest stripe, classic track jackets, hoodies, and matching track pants. The full Leicester City x Adidas Originals range is available now at the club's official online store and the Foxes Fanstore at King Power Stadium.
QPR to Wear Blackout Third Kit at Home
Queens Park Rangers have confirmed that they will step away from their traditional blue and white hoops for their upcoming home fixture, wearing their 26-27 blackout third kit instead when they host Middlesbrough. The club stated that the team will sport the alternative strip at home for one match only.
The one-off switch is tied to a community initiative organized in partnership with principal shirt sponsor MrQ and charity partner KitAid. Under the campaign, supporters attending the match are encouraged to trade in their old football shirts in exchange for a complimentary blackout shirt, with the donated kits distributed to disadvantaged communities across the globe.
Crafted by Italian brand Erreà, the stealthy 26-27 third strip features tonal dark hoops accompanied by subdued, murdered-out club crest and sponsor details.
Chievo Verona 26-27 Away Kit Released
Italian Serie D side AC Chievo Verona and technical sponsor EVOL have officially unveiled the club's new away kit for the 26-27 campaign. Following the release of their classic gialloblù home shirt late last month, the newly revealed alternate strip introduces an artistic look built on a white base.
The EVOL Chievo Verona 26-27 away jersey features a white foundation accented by a bold, cracked-effect blue vertical stripe running down the center of the chest and echoed along the tops of the sleeves. Across the bottom hem, a tonal line illustration depicts the local Diga del Chievo weir, anchoring the shirt to the club's neighborhood roots. Fine yellow and blue trim outlines the collar and cuffs, with "Chievo Verona 1929" inscribed on the back of the neck and on the sleeve edges.
The design is completed with the club's crest over the heart, blue EVOL branding, and main sponsor Vitanuova printed across the front. The new away uniform is available directly through the club's official channels ahead of the 26-27 Serie D season.