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  • Most Popular Shoes 2018

    Find out which brands came out on top, and which models were most popular

    We've put together the ten most popular shoe brands and our top fifty shoe models of 2018, based on data from the Fetch Kit Bag. Are your daps in our list?

    10. Salomon

    Holding firm in tenth place for the last four years, Salomon pick up 3% of the market, and hold off competition from on, altra, Puma and Kalenji. The Salomon Speedcross is by far their most popular model. Keep reading to find out where it places in our top fifty shoe models.

    9. inov-8

    Dropping a place from last year, and down from a giddy 7th at their peak in 2016, inov-8 are still comfortably above Salomon, with 6% of Fetchies owning a pair. Roclites are hugely popular, but their combined road shoe variants are second, suggesting a popularity beyond the mud, rocks and trails that gave these shoes their rugged reputation.

    8. New Balance

    A minor resurgence for New Balance this year, trading places with inov-8, but still a little short of the 7th place they achieved in 2013. They account for just under 7% of the Fetch market. The most popular model is the 1080, followed by the 860. New Balance are fans of numbering their shoe models using a scheme I’ve never quite understood, so it’s nice to see them hopefully breaking away from that with the Zante as their next most popular.

    7. Mizuno

    A fall of one place from previous years, Mizuno are the shoe of choice for just over 7% of Fetchies. Their naming scheme seems to be very mystical, with the Wave Inspire and Wave Rider by far the most popular models, with the Wave Ultima and Wave Alchemy conjuring up images of undersea wizardry.

    6. Hoka One One

    The only brand to break into the top ten in the last six years, Hoka One One ousted Vivobarefoot to take the tenth spot in 2013, and continue to pick off the competition. Rising to sixth this year with over 9% of our audience owning a pair. The most popular variant is the Clifton, followed by the Challenger and Speedgoat. Naming a shoe after a goat is a classy thing to do.

    5. Adidas

    Enter the first of the household name brands - Adidas have had a bit of a quiet time in 2018, falling from a high of 3rd, and dropping below 10% of the Fetch market share for the first time. Their galactic Ultraboost and Supernova models lead the way, followed by the Adizero Adios. Rumours of the Adizero Toodle-pip are as yet unconfirmed.

    4. Nike

    Another titan in the sports brand world, Nike have had a decent year, climbing one spot from 5th, and taking their share back above 10% for the first time since 2015. Nike seem keen to cram lots of brand info into their shoe names, with the quad-barrelled Nike Air Zoom Pegasus their top performer. But naming your shoes after a flying horse is a good move.

    3. Saucony

    Another very consistent showing for Saucony, who have hit 12% of Fetch market share every year since our kit bag held its first sweaty pair! The drop in share from Adidas helps them move up from fourth to third this year. With a much more straightforward naming scheme, the Guide is the most popular model, followed by Ride and Triumph - yet perhaps because they have seven shoes in our top 50 models, they don't make the top 10.

    2. Brooks

    Second place since forever, Brooks have been steadily increasing their share, serving more than 15% of Fetchies this year. A great reputation, but are they always destined to be the bridesmaid? With model names that make me sit on the edge of my seat just by reading them, their most popular variant is the Adrenaline, followed by Ghost, Launch, Glycerin and Ravenna.

    1. ASICS

    It may not come as a surprise to see ASICS as the gold standard amongst runners. More than one in five Fetchies choose them as their favourite shoe. There are signs that their lead may be nibbled away a little, as their Fetch market share has dropped from 26% in 2012 to just 21% this year. Their most popular models are an interesting mixture of clouds (GEL-Cumulus and GEL-Nimbus), and what sound like cars driven by people with mullets (GT-2000 and GT-1000).

    Top 50 Shoe Models

    We've also compiled a list of the most popular shoe models, just for fun. Scroll down to see who gets the crown! Click any shoe model to follow our affiliate link to Amazon UK. We get a little kickback from anything you buy on Amazon after following one of our links.

    Pos Manufacturer Model
    50Hoka One OneBondi
    49SalomonFellraiser
    48NikeZoom Fly
    47SalomonXA Pro
    46BrooksPureFlow
    45Hoka One OneArahi
    44SalomonXR Crossmax
    43ASICSGel-DS Trainer
    42BrooksPureCadence
    41SauconyJazz
    40NikeFree
    39NikeAir Zoom Vomero
    38New Balance860
    37SauconyOmni ISO
    36NikeLunarGlide
    35ASICSGEL-PULSE
    34BrooksRavenna
    33NikeAir Zoom Structure
    32SauconyPeregrine
    31Hoka One OneSpeedgoat
    30Hoka One OneChallenger
    29New Balance1080
    28Inov-8Trailroc
    27SauconyKinvara
    26AdidasAdizero Boston
    25SauconyTriumph ISO
    24Inov-8Mudclaw
    23Inov-8F-Lite
    22BrooksGlycerin
    21SauconyRide ISO
    20BrooksLaunch
    19Inov-8X-TALON
    18Adidasadizero adios
    17SauconyGuide ISO
    16ASICSGEL-NIMBUS
    15Inov-8Road-X
    14AdidasSupernova
    13AdidasUltraboost
    12BrooksGhost
    11ASICSGEL-Kayano
    10ASICSGEL-Cumulus
    9MizunoWave Rider
    8ASICSGT-1000
    7MizunoWave Inspire
    6SalomonSpeedcross
    5Hoka One OneClifton
    4NikeAir Zoom Pegasus
    3ASICSGT-2000
    2BrooksAdrenaline
    1Inov-8Roclite

    Your comments...

    • I guessed 9 out of 10. Seems Dunlop Green Flash didn't make the list.
    • Green Flash. :) Now there's a blast from the past! We were issued a pair of those when we started basic training and really felt like they were spoiling us.
    • Hokas Speedgoat shoe name comes from the nickname of ultra runner Karl Melzter - aka Speedgoat Karl
      DW
    • And no Hi-Tec Silver Shadow either. Surprised at the popularity of the clown shoes. NB used to have a logical numbering system (which was even explained somewhere) but seem to have half-abandoned it.
    • Yeah, New Balance's naming convention is bizarre. For anyone interested, it used to be that the first number indicated how premium/higher quality the shoe was and the second number indicated level of stability. So 4 entry level and 10 top quality. 40 heavy stability and 80 neutral.

      So 1080 is a top end offering for a neutral shoe. That said, things like the racing and minimal shoes (1400 and MR10) don't fit into that mould, any as mentioned they're trying to switch to words now where possible.
    • Fifteen months working at Advance Performance, I must have sold at least ten pairs of Brooks to every pair of Asics. And the GT2000 is a good damn awful shoe! I reckon the top five shoes (on sales volume) (in no particular order) were: Brooks GTS, Brooks Ravenna, Brooks Ghost, Saucony Ride, Saucony Guide.
    • What's the underlying stat being used? Is it numbers of shoes added to kit bag this year? If so how does that compare to highest mileage shoes this year?
    • Speedgoat?
    • Any chance you could do analysis banded by WAVA, or even race times? This may be related to BanjoBox's suggestion of relating it to mileage.
    • Good idea. Have to say that I am not good at keeping my kit list up to date on Fetch, others might be better than me though
    • The tables look at the number of pairs of shoes added to the Fetch Kit Bag, so it doesn't take mileage into account. I did do an article a few years back which looked at the retirement age for shoes: fetcheveryone.com/cms-87
    • I didnt even know Fetch had a kit bag!!
    • I would absolutely buy a shoe called a Toodle-pip.
    • I know, right :-)
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  • About The Fetch Kit Bag

    Track mileage on your shoes, bike tyres, bra, hamster – absolutely any bit of kit that you rely on.


    Set default kit for each type of training, and get reminders when you reach a particular mileage.


    As stuff gets old, the protection and resilience it provides will start to diminish – and if you start to pick up more aches, injuries, punctures or issues, it's useful to be aware when this starts to happen.


    View your Fetch Kit Bag

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    The Fox

    21st April 2019

    Half Marathon, Marathon and Ultramarathon trail runs with a marvellous Fox theme. The routes follow the little-known Fox Way trail which loops around Guildford. Sponsored by UltraMagazine.

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