Don’t look now Nike, but Skechers is on a run. “Skechers is the hottest athletic shoe brand in the market,” says sneakernomist Matt Powell. Meb Keflezighi won the 2014 Boston Marathon while wearing Skechers GoMeb Speed 2, and Skechers moved up a notch in the kicks market, overtaking New Balance at the number five spot.

But when Nike has a dominating hold at number 1 with 59% and Adidas is in second place with a 10% share, fifth place is well, not first place.