Anecdotally I also noticed a shift in shoe buying among my peer group (25-39 year olds) in that they take foot health and comfort more seriously and do more research on that front.

My podiatrist has seen a huge uptick in younger patients since 2022. Generally he’s surprised at the age influx is mostly younger.

He only sells 3 brands of shoe depending on fit, need, size etc. Brooks, Hoka, and New Balance. These were traditionally seen as “older persons” shoe brands, especially Brooks.

Now they’re everywhere