Keeping pace

DURING a performance for the 1983 television special Motown 25, Michael Jackson famously mesmerised audiences with his moonwalk, deftly executed in a pair of classic black leather penny loafers, no less.

Many who knew Jackson understood his inarguable need for perfection, exemplified by his swift-yet-seamless dance moves. But far less has been said about the role of his footwear in carrying his iconic performances.

For dancers, steadiness and balance are crucial, requiring the right gear for comfort and agility, especially over a length of time.

Increasingly, this demand for the perfect fit and high-performing function have become central for shoe consumers beyond dance and athletic spheres.

According to a Fortune Business Insights report, rising expenditure on comfort-oriented features is boosting the growth of the comfort footwear market.

These features assist in reducing foot pain and fatigue during extended periods of walking or standing, featuring lightweight materials, cushioned soles, and an ergonomic design.

Looking at the industry’s performance, the global comfort footwear market is projected to grow from US$116.4bil in 2026 to US$194.30bil by 2034, with a compounded annual growth rate (CAGR) of 6.61%.

Of this market, the athletic and comfort sneakers segment accounted for a 42.91% share in 2025 and is expected to grow at a CAGR of 6.7% from 2026 to 2034.

Meanwhile, Asia Pacific led the comfort footwear market at 34.38% in 2025, with a projected growth rate of 7.39% annually from 2026 to 2034 – the fastest globally.

The report adds that growing online retailers across the region offering supportive footwear have positively impacted the market by increasing product accessibility.

Against this backdrop of expected strong growth, the report also highlights rising awareness of foot health and concerns from consumers such as joint discomfort, heel pain and flat feet.

This is driving demand for footwear with better cushioning and arch support, alongside medical professionals reinforcing the critical need for supportive shoes that addresses the individual’s overall well-being.

With that, the footwear industry is hence positioned to serve consumers across different stages of life, from multi-purpose comfort gear to scenario-specific footwear.

The report also notes prominent market players like Skechers USA Inc continue to expedite product innovation built for performance and comfort.

The sneaker company’s Asia-Pacific team sat down with StarBiz 7 to unpack the comfort footwear industry and the innovations reshaping the game.

Skechers South-East Asia, Hong Kong and South Korea president Cedrick Tan says: “At its core, the footwear we design and develop is centered on comfort, and the technology itself forms the foundation of the sneaker brand.”

Athleticism becomes particularly prominent in this case, as Tan highlights in South-East Asia, footwear represents a significant growth opportunity.

“We have been moving further into sports and technical footwear while continuing to build on our core strength in comfort.

“With the sports activities we are involved in, including running and pickleball, consumers increasingly require a head-to-toe solution.”

Tan adds that the brand’s collections incorporate features designed to address different areas of the body that are susceptible to fatigue over prolonged periods.

The features are also designed to distribute pressure evenly, enhancing overall comfort.

Notwithstanding Malaysia’s haze season, Malaysians remain committed to active lifestyles, whether through indoor fitness or braving the outdoors to boost step counts and chase Strava records.

“We also have technologies such as Hands-Free Slip-ins, which make it easy to put on your shoes without having to bend down.

“Meanwhile, our Aero series, for example, is designed for performance-oriented runners, while our basketball offering is supported by partnerships with National Basketball Association (NBA) athletes.

“Additionally, Skechers is the only brand that focuses on pickleball.”

Pickleball, Tan says, has become another strategic growth area for Skechers, with its growing popularity and contribution to the company’s sales.

But meeting different movement priorities start with understanding the individual.

So, Skechers South-East Asia managing director Zann Lee highlights Skechers’ same-size machine as a key differentiator.

“One example is that the system can help determine whether someone with a high arch requires additional cushioning or Arch Fit footwear.

“It can also help parents understand how their children’s feet may grow over the next six months.”

Amid a highly competitive market, Lee notes, the company’s store expansion goals aim to integrate high-value-added technologies that strengthen customer relationships.

“Essentially, we are preparing for future customers who want more than simply picking a product off the shelf.”

Beyond designing comfort-focused footwear, Skechers extends its comfort proposition onto the court.

“We have seen strong response to these community initiatives, including our pickleball tournaments and running clubs.

“We also recently held the Pickleball International Open, which attracted players from 14 countries, including top-ranking Malaysian players.

“These activities also allow us to engage our loyalty programme members, which now number more than 800,000 nationwide,” Lee says.

Lee highlights Skechers hosts monthly pickleball clinics led by sponsored athletes, in addition to regular running clubs and long-term partnerships with major sporting events, including the Asian Games, SEA Games and Commonwealth Games.

Ultimately, the business of footwear comes down to a simple premise: as consumers move, their shoes need to keep pace.

Whether gliding across a stage, racing down a track or competing at court level, movement begins from the ground up.