Anthropologie Adds Nike to Shoe Lineup
Anthropologie’s sneaker sales have increased nearly 30% over the last year, according to Jessica Irick Peek, general merchandise manager of footwear and accessories. This increase has made sneakers one of the company’s biggest drivers of growth.
The company is now capitalizing on this growth by launching several new investments, including bringing Nike to its shelves. Nike is the biggest sneaker brand in the world and the largest footwear brand Anthropologie carries.
The first of nine Nike styles launched on Monday, with the rest rolling out by September 21. Anthropologie is planning a full digital campaign to accompany the launch, which will touch on the full range of what the company offers.
“We tend to have the most success with footwear when we’re tying it back to apparel,” Irick Peek said. The company’s merchandising and marketing efforts often position footwear as part of an overall outfit.
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Anthropologie’s footwear strategy has evolved significantly since Irick Peek started at the company five years ago. Footwear used to be available in only eight Anthropologie stores, and now it’s available in 200 of around 250 stores.
They have invested in sneakers as part of their U.S. strategy, with 40% of Anthropologie’s sneaker investment being exclusive to the U.S. Sneaker brands like Puma, New Balance, and Brooks have all created exclusive sneakers for Anthropologie.
Anthropologie’s own brands have also seen growth in footwear. Customers purchasing footwear from Anthropologie’s owned brands increased 23% over the last year.
Maeve, Anthropologie’s recently spun-off brand, has seen particular success with a 32%% increase in shoe sales. Owned brands make up around 70% of Anthropologie’s revenue.
Data shows sneakers remain a powerful growth engine for fashion retailers. While overall footwear sales in the U.S. rose only 1% in the first half of 2026, sales of sneakers and performance shoes rose by 6%.
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For Anthropologie, the footwear customer is a valuable investment, as the number of footwear-buying customers has increased by 15% over the last year. One in five Anthropologie customers who bought apparel also bought shoes.
Over the past year, one in ten new customers also purchased shoes in their first year of shopping Anthropologie, which solidified the team’s view that footwear is bringing in new customers who want to shop in one place.
“An important takeaway from this is that the shoe customer is our most valuable customer,” Irick Peek said. “If they are purchasing shoes, they are in our most valuable cohort, and that customer has become a big priority for us.”
Anthropologie is a valuable property for parent company URBN. Anthropologie’s annual revenue is over $2 billion, as of this year.
