Nike and Adidas, the big two, each have their own difficulties. The 3rd, 4th, and 5th place in terms of market value of sports shoe brands have quietly changed their faces. Deckers, which sells HOKA, has taken the 3rd place, and On and ASICS have jumped to the 4th and 5th place. The three “new kings” are running fast and taking small steps to narrow the gap in competition.