Top 8 Sneaker Brands Trending Among Young People in 2025
Japanese youth pay close attention to fashion, right down to their footwear. Sneakers have become an essential item for expressing personal style, with choices varying depending on the occasion or outfit. Whether it is streetwear, sporty casual, or modern minimalist, each brand stands out with its own unique appeal.
In this article, we present the most popular sneaker brands among Gen Z and Millennials, ranked in order of popularity. The list is based on top-selling sneakers at major retailer ABC-Mart, a favorite among young shoppers in Japan as of May 28, 2025.
What kinds of designs and features are capturing the attention of today's youth? Let’s take a closer look.
Popular Sneaker Brand Ranking
(*Based on ABC-Mart's Popular UNISEX Sneaker Sales)
- Puma
- Converse
- Adidas
- New Balance
- Nike
- Vans
- Hawkins
- ASICS
1. Puma
Source: ABC-Mart Homepage
Puma holds overwhelming popularity in Japan. Including pumps and other footwear, three of Puma’s models rank in the top 10 of ABC-Mart’s bestseller list, taking the 1st, 2nd, and 5th spots. Among sports brands, Puma stands out for its strong street-style appeal combined with popularity among women. Its signature features include chunky soles and trendy silhouettes, making it especially popular among high school and college girls. The affordable price range is another major draw, making Puma a go-to brand for stylish sneakers used for school and everyday wear.
2. Converse
Source: ABC-Mart Homepage
Converse is another brand that holds strong popularity among young people. In ABC-Mart's top 10 rankings, it has the 3rd and 10th spots. Known for its simple design and wide range of color options, Converse appeals to many. The All Star is a timeless classic, easy to pair with both school uniforms and casual outfits, making it a highly versatile sneaker. ABC-Mart-exclusive models featuring lightweight materials or waterproof designs are also well-liked, offering a perfect balance of practicality and style. Loved especially by high school students, the brand has a broad fan base across different age groups.
3. Adidas
Source: ABC-Mart Homepage
When it comes to sportswear, Adidas is a classic go-to brand. Known for its clean and refined design, Adidas is popular not only among young people but also among adults. Its strong brand recognition and trusted reputation are key draws, along with its comfortable, well-crafted footwear. While it’s a favorite among student athletes, its sleek look also makes it a stylish choice for commuting to school or work, adding a polished touch to any outfit.
4. New Balance
Source: ABC-Mart Homepage
Once seen as “uncool but charming,” New Balance has recently transformed into a fashion staple. The brand is highly praised for its exceptional comfort and has gained substantial popularity as a fashion item as well. Trendy models like the 327 and 2002R are widely available at ABC-Mart, making New Balance a go-to choice for those seeking both style and comfort. With many options in neutral colors, these sneakers are easy to pair with a variety of outfits, appealing to both young people and adults alike.
5. Nike
Source: ABC-Mart Homepage
Nike is often considered the king of sneaker brands. At ABC-Mart, its women’s items are especially popular, with two women’s models ranking in 4th and 7th place. Nike has transcended the realm of sports to become deeply rooted in Japanese street culture. Collaborative releases often sell out instantly, reinforcing the brand’s strong presence. With a perfect balance of style, performance, and brand power, Nike holds a distinct position even within ABC-Mart’s lineup. It has also secured its place as a dream brand for many young people and is frequently chosen as their very first pair of serious sneakers.
6. Vans
Source: ABC-Mart Homepage
Originating from skate culture, Vans is especially popular among young people for its casual and easy-to-style models, such as the Old Skool and Slip-On. These sneakers pair perfectly with vintage and streetwear fashion, making it easy to enjoy an American-inspired look. ABC-Mart offers a wide range of exclusive colors and limited-edition styles. With relatively affordable pricing, Vans is an accessible and appealing brand for high school and college students alike.
7. Hawkins
Source: ABC-Mart Homepage
Hawkins is ABC-Mart’s original brand, known for its trend-conscious designs and excellent value for money. Its women’s line, in particular, features many chunky soles and refined styles, making it a favorite among fashion-focused shoppers. The brand also emphasizes functionality, boasting strong features such as breathability and water resistance. Hawkins is a popular choice for school and work use, perfectly meeting the demand for sneakers that are both affordable and stylish.
8. ASICS
Source: ABC-Mart Homepage
ASICS is a brand known for its outstanding functionality. As a Japanese-born label, its popularity is also rapidly rising within Japan. After gaining significant recognition overseas, the trend has made its way back to Japan in a kind of reverse import boom. ASICS sneakers are praised for their excellent cushioning and fit, making them ideal for long periods of walking without fatigue. At ABC-Mart, the brand offers casual models suited for everyday use, drawing attention as sneakers that combine sporty performance with a modern, urban look.
Conclusion
Sneakers today are more than just a fashion item. They have become a way of showing your personality and lifestyle. The eight brands introduced here each offer their own unique appeal, supporting the individuality of Japanese youth from the ground up. By selecting a pair that suits your personal style while staying current, your everyday outfits can become even more enjoyable and comfortable. Use this guide as a reference when picking out your next pair of sneakers.
