Top Brands To Watch This Black Friday 2025

Black Friday isn’t just about chasing discounts anymore; it’s about watching the brands shaping culture. In 2025, the most exciting footwear and apparel stories aren’t defined by markdowns, but by momentum: who’s driving style, redefining performance and setting the tone for the year ahead.

From Nike’s design reinventions to New Balance’s fashion renaissance and ASICS’ viral streetwear surge, these are the brands to watch this Black Friday.

Nike: Owning the Conversation Through Innovation

Why everyone’s watching Nike:

Even after decades at the top, Nike continues to dominate the cultural and performance space. Its latest approach is less about mass drops and more about limited innovation like capsule collections, sustainability tech and collaborations that merge sport and art.

What’s new:

• The Air Max DN, launched in 2024, continues to generate buzz for its new Dynamic Air cushioning system. Nike’s biggest Air innovation in years.
• The Cortez and Air Max 1 are in the midst of a full revival, embraced by Gen Z as vintage icons.
• Nike’s focus on women’s sports storytelling and AI-driven personalization is reshaping how fans engage with the brand.

Why it matters:

Nike has shifted from a product-first to idea-first, selling innovation, creativity, and purpose. That’s why all eyes stay locked on whatever comes next with Nike.

adidas: Cultural Classics Meet Modern Collabs

adidas is drawing attention this season by revisiting its archival icons and launching collaborations that fuse classic design with modern appeal.

What’s driving the adidas buzz:

• The Samba and Gazelle revival, fueled by fashion influencers and celebrities, is still going strong.
• The Fear of God Athletics partnership has reshaped adidas’ streetwear image.
• Its focus on sustainability has struck a chord with conscious consumers.

adidas today blends its heritage with thoughtful innovation, remaining one of the most recognizable and influential names in global footwear.

New Balance: Blending Heritage & Hype

It’s hard to overstate New Balance’s glow-up. Once synonymous with suburban comfort, it’s now one of the most coveted brands in both streetwear and luxury fashion circles.

What’s keeping New Balance on everyone’s radar:

• Collaborations with Aimé Leon Dore, Joe Freshgoods, and Stone Island continue to sell out instantly.
• The brand’s Made in USA and Made in UK lines are redefining craftsmanship in sneaker culture.
• Athletes and celebrities alike have brought New Balance’s lowkey aesthetic into the mainstream.

Why it matters:

New Balance has achieved what few brands do: authentic cool. It’s aspirational without trying too hard, and that effortless balance is what makes it one of the most-watched brands this season.

ASICS: The Performance Brand Turned Style Icon

ASICS has officially crossed over from the track to the trend cycle. Once purely a runner’s choice, ASICS is now a fashion essential, loved by both performance athletes and sneaker stylists.

Why ASICS is trending:

• ASICS has redefined its image through refined color palettes, sculptural silhouettes, and performance-driven designs that blend seamlessly into everyday style.
• The GEL-1130 and GEL-NYC are everywhere, seen on influencers, stylists, and runners alike.
• Its growing presence in the gorpcore and techwear aesthetics puts it in the same conversation as brands like Salomon and Arc’teryx.

The takeaway:

ASICS’ power lies in authenticity. ASICS didn’t chase hype, the world just finally caught up.

On: The New Tech Performance Powerhouse

If there’s one brand that perfectly captures the intersection of innovation, sustainability, and lifestyle, it’s On (Running). The Swiss-born label has exploded in popularity, moving from niche performance circles into mainstream fashion.

Why On shoes are rising fast:

• Its signature CloudTec sole technology is instantly recognizable and engineered for real performance.
• Clean, minimalist designs appeal to both runners and fashion minimalists.
• The brand’s focus on sustainable materials resonates with modern consumers.

Why to watch On:

On has carved out a distinct place in the market— sleek, functional, and quietly aspirational. Its momentum heading into 2026 shows no signs of slowing down.

UGG: Cozy Comfort with a Fashion Edge

UGG has made one of the most successful style comebacks of the decade. What was once seen as a comfort essential has evolved into a modern lifestyle statement, blending warmth and nostalgia with a sharp sense of current fashion.

Why UGG is trending:

• The brand’s Tazz and Tasman slippers have become social-media staples, worn by everyone from models off-duty to students on campus.
• Its Classic Ultra Mini Boot continues to dominate fall and winter style guides, often paired with oversized denim or athleisure fits.
• UGG’s move into platform silhouettes and shearling accessories has expanded its audience beyond traditional fans.

Why it matters:

UGG’s resurgence proves that comfort and trend aren’t mutually exclusive. By leaning into its signature materials while modernizing form and fit, the brand has become a year-round staple, not just a seasonal favorite.

Other Brands Making Noise

• Salomon: Still dominating the gorpcore and trail-fashion crossover scene.
• Puma: Smartly positioning itself in youth culture through music collabs and sport-inspired fashion.
• Reebok: Experiencing a nostalgic resurgence through retro silhouettes like the Club C 85.
• Birkenstock: Balancing heritage craftsmanship and modern comfort for a timeless, minimalist appeal.
• HOKA: Continuing to redefine comfort-driven performance with bold silhouettes and everyday wear appeal.

As 2025 heads into its biggest shopping season, the brands to watch on Black Friday are the ones shaping culture, not just sales. From Nike’s design innovation to ASICS’ quiet cool, New Balance’s fashion credibility, and UGG’s comfort revolution, these brands define where style and performance intersect.

Black Friday may bring the buzz, but these are the names that’ll keep it going long after the sales end!

Katelyn Geary