Brooks Running surges 228% in China as Buffett-backed brand reclaims Asia's biggest running market

Key facts

• Brooks global revenue rose 15% year-on-year in Q1 2025, a record high.
• Asia-Pacific and Latin America revenue surged 221% in Q1 2025.
• China sales grew 228% in 2024, making it Brooks' second-largest market.
• Brooks' Ghost and Adrenaline GTS models captured over 10% of the U.S. high-performance running shoe market in 2024.
• The brand has achieved eight consecutive years of growth, with a compound annual growth rate of 13%.
• Brooks re-entered China in 2022 after a five-year hiatus due to a trademark dispute with Anta.
• CEO Dan Sheridan said the brand's innovation and global operating model drove consumer trust.
• Brooks athletes claimed four of six U.S. marathon spots for the 2025 World Athletics Championships.

Record revenue and Asia's breakout role

Brooks Running, the century-old American brand owned by Warren Buffett's Berkshire Hathaway, reported its highest-ever quarterly revenue in the first quarter of 2025, with global sales climbing 15 percent year-on-year. The company's Asia-Pacific and Latin America region led the surge, posting a staggering 221 percent revenue increase. This performance follows a record 2024 fiscal year in which Brooks generated approximately $13 billion in global revenue, up 9 percent from the prior year. The brand has now grown for eight consecutive years, achieving a compound annual growth rate of 13 percent. Brooks' resurgence is particularly pronounced in China, where sales soared 228 percent in 2024, making it the brand's second-largest market after the United States.

How Brooks reclaimed China after a five-year trademark battle

Brooks' current expansion in China marks a return after a protracted legal dispute. The brand first entered the Chinese market in 2017, opening a flagship store on Alibaba's Tmall platform. However, later that year, Chinese sportswear giant Anta filed a trademark infringement lawsuit, arguing that Brooks' logo was too similar to its own. In December 2017, a Quanzhou court ruled in Anta's favor, ordering Brooks to cease infringement and pay damages. The ruling forced Brooks to shutter its China operations, including its Tmall store, and the brand was effectively locked out of the market for five years. During this hiatus, rivals such as On and Hoka One One gained a foothold in China's rapidly expanding running market. Brooks' only authorized third-party distributor in the country ceased operations in 2020.

A global coexistence agreement paves the way for re-entry

The turning point came as Anta itself pursued overseas expansion, including plans to launch in the United States. who retired in 2024, the two companies reopened negotiations and eventually reached a global coexistence agreement. The deal allowed Brooks to resume sales in China while ensuring that consumers would not confuse the two brands. In April 2022, Brooks announced its return via a WeChat post titled "Your Brooks is finally available for purchase!" and simultaneously relaunched on Tmall and JD.com. The brand opened its first physical store in China in 2024, signaling a long-term commitment to the market.

Product innovation and athlete partnerships fuel growth

Brooks' product lineup has been a key driver of its recent success. In 2024, the brand updated all its core shoe franchises for the first time since 2021, driving a 12 percent increase in full-price sales. The Ghost and Adrenaline GTS models alone accounted for more than 10 percent of the U.S. high-performance running shoe market. Ghost Max, a newer addition, saw global revenue jump 203 percent in its first full year. The Hyperion Speed series also performed strongly, particularly in China, where speed-style sales rose 41 percent year-on-year. In the second quarter of 2025, Brooks launched eight new shoe models, contributing to a 28 percent increase in new-product sales. The Glycerin super-cushioning line grew 27 percent globally, while Ghost and Ghost Max rose 16 percent and 82 percent, respectively. Brooks has also deepened its engagement with elite athletes. In early 2025, the brand renewed its contract with two-time Olympic medalist and world champion Josh Kerr through 2034. Brooks-sponsored athletes have excelled in major races: Jess McClain won the U.S. women's division at the Boston Marathon in April, and four Brooks runners secured spots on the U.S. marathon team for the 2025 World Athletics Championships, including all three women's representatives.

Marketing strategy: from professional runners to celebrity ambassadors

Brooks has traditionally focused on sponsoring professional athletes and races rather than relying on celebrity endorsements. The brand was the official sponsor of the Barcelona Half Marathon in February 2025 and opened its first pop-up space at the Tokyo Marathon in March. This approach mirrors that of rival Hoka, which also built its reputation through elite runners before shifting to celebrity partnerships. However, Brooks is now experimenting with broader cultural collaborations. In June 2025, the brand became the front-of-shirt sponsor of Cambridge United Football Club and partnered with electronic music duo Sofi Tukker to release a single for Global Running Day. The song incorporated footsteps submitted by runners worldwide. Brooks also worked with actors Jeremy Renner, Jennifer Garner, and Anthony Ramos on running challenges and fundraising initiatives, boosting its brand sentiment metrics.

Outlook: aiming for a third of revenue from Asia

Brooks' management has set ambitious targets for Asia. Justin Dempsey-Chiam, the brand's managing director for Asia-Pacific and Latin America, stated that while the U.S. currently accounts for about 80 percent of global revenue, Europe 15 percent, and Asia-Pacific 5 percent, the goal is to eventually achieve a three-way split: one-third from the Americas, one-third from Europe, and one-third from Asia. He noted that China's running market could become the world's largest within five years. To support this growth, Brooks is investing in local marketing and retail. The brand's 2025 second-quarter results showed Asia-Pacific and Latin America revenue up 55 percent, with China rising 80 percent and South Korea surging 218 percent. In Germany, Brooks became the top seller in the premium adult running shoe segment (priced above €90). The company's CEO Dan Sheridan emphasized that innovation, global operations, and authentic runner engagement are the pillars of its strategy.

The bottom line

• Brooks has achieved record revenue for two consecutive quarters, driven by explosive growth in China and Asia-Pacific.
• The brand's re-entry into China in 2022 followed a five-year trademark dispute with Anta, resolved through a coexistence agreement.
• Core models Ghost and Adrenaline GTS dominate the U.S. high-performance running shoe market, capturing over 10% of sales.
• Brooks is shifting from a U.S.-centric model to a global one, aiming for one-third of revenue from Asia within a few years.
• Product innovation, including the Glycerin and Hyperion lines, and elite athlete partnerships are central to the brand's strategy.
• Brooks is expanding its marketing beyond running events to include music, film, and football collaborations to build brand affinity.