influencer marketing in footwear category-2025

Influencer Marketing in Footwear Category 2025

Ishita Joshi

The Indian footwear market is expected to grow significantly, from $26 billion to $90 billion by 2030. This growth is driven by increasing disposable incomes, urbanization, growing fashion consciousness, and e-commerce expansion.

Introduction to the Footwear Category: A Market in Motion

The footwear market in India is a diverse and dynamic landscape, encompassing a wide range of brands, styles, and consumer preferences. From traditional handcrafted designs to high-performance athletic footwear, the industry caters to a broad spectrum of needs and desires. This report delves into the various segments of the footwear market, including women’s footwear, men’s formal wear, slippers and flip-flops, sneakers/casual footwear, sports and athletic footwear, and sneaker marketplaces.

Within each segment, the report examines key brands, marketing strategies, and emerging trends. It also highlights the significant role of social media and influencer partnerships in shaping brand awareness and consumer engagement. By analyzing the competitive landscape and identifying key growth drivers, this report provides valuable insights into the Indian footwear market and its future trajectory.

1. Footwear: The Defining Element of Fashion

Footwear is a crucial part of fashion and self-expression, impacting both style and functionality. From formal shoes exuding confidence to trendy sneakers making a statement, footwear choices can transform an entire look. Beyond aesthetics, shoes also provide comfort and support, enhancing posture and movement. Footwear trends evolve with fashion, from elegant high heels to modern chunky sneakers. The right pair of shoes boosts confidence and complements personal style, making footwear an essential part of everyday life.

2. Exploring the Diverse Categories of Footwear

Footwear brands are increasingly incorporating influencer marketing into their overall marketing strategies. This involves partnering with social media influencers, bloggers, and celebrities who have a strong following and influence in the fashion and lifestyle space. These influencers create content featuring the brand’s footwear, share their experiences, and promote the products to their audience. This strategy helps brands reach a wider audience, build brand awareness, and drive sales.

While established brands like Bata, Paragon, and Liberty have long been staples in the Indian footwear market, a new wave of brands is making its mark. These emerging brands often cater to niche markets, focusing on specific styles, designs, or consumer preferences. Below scatter plot shows how 300+ footwear brands have grown their presence over instagram in the last 6 months.

3. Women’s Footwear: The Rise of Fashion-Driven Influence

This list presents a diverse array of Indian footwear brands, with a strong emphasis on handcrafted and artisanal designs. Many, like Fizzy Goblet, Needledust, and Aprajita Toor, offer luxurious and elegant shoes, often incorporating traditional Indian craftsmanship. Juttis are a recurring theme, with brands like Taur, RetroWalk, and Kottage Kulture specializing in these traditional shoes. Several brands, including Cai, Paio, Monrow Shoes, STFY, Zubiya, Dip Your Toes, Junipero, and Daisie, cater to the growing demand for vegan footwear. Comfort and customization are also key features, with brands like Tiesta, Inc.5, and Bombay Brown offering bespoke options and extended sizes. Many brands emphasize ethical and sustainable practices, with Coral Haze using vegan materials and Flutter by Preeti sourcing ethically. While some, like Bata India and Metro Shoes India, have a broad appeal, others cater to specific niches, such as bridal wear (Tinsel Toes, Around Always), modern Indian women (Oceedee, Eridani), and handcrafted Kolhapuris (Ira Soles).

Metro Shoes India collaborated with The Ally Edit to showcase their Cheemo’s Carpet Tapestry Collection. The collection was styled for three distinct moods—a dreamy wedding, a soulful Sufi night, and an effortless evening out—highlighting the versatility and craftsmanship of the designs.

Mochi Shoes collaborates with Celina Mathew to bring vibrant energy to this wedding season!

These brands leverage Instagram to showcase their unique designs, engage with their customers, and build brand awareness, often highlighting their commitment to quality, craftsmanship, and ethical practices. Whether it’s a statement heel for an evening event or an everyday pair of stylish flats, exploring the best women’s footwear brands reveals just how expansive this category has become. High-profile influencers such as @curly.tales, @khushikapoor, @dollysingh, and @mahima_makwana have helped shape the narrative around these brands, often presenting them in editorial-style content that highlights craftsmanship, aesthetics, and versatility. Paid partnerships in this segment are noticeable but less aggressive than in sneakers or sports footwear, suggesting a balance between organic influence and strategic sponsorships.

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Fizzy Goblet (200 reels) ,Needledust(60 reels),aprajitatoorofficial(43 reels), naturalizer(33 reels), bata.india(26 reels),shopgnist (18 reels), saintgworld (18 reels), inc5official (15 reels), tradition_meets_trends (13 reels), planetpaaduks (8 reels), and ajanta_footcare (8 reels).

4. Men’s Formal Wear: Luxury Meets Digital Influence

The men’s footwear market offers a diverse range of brands, catering to various consumer needs and preferences. Established companies like Metro Shoes India and Red Chief coexist with high-end custom brands like Modello Domani and Escaro Royale. Brands like Modello Domani and Escaro Royale emphasize craftsmanship and handmade leather footwear, while Lusso Lifestyle, The Alternate, and Niche cater to the vegan market. House of Pataudi incorporates heritage and cultural aesthetics, while Attitudist focuses on affordability and accessibility. To showcase their products and build brand awareness, all these brands utilize social media platforms like Instagram, highlighting features like global shipping, customization options, and the use of premium materials. The evolving landscape of the men’s formal footwear market, shaped by new workplace trends, can be observed by examining top brands in this segment. These brands often collaborate with influencers who focus on fashion and menswear, particularly in the areas of style, grooming, and luxury. A look at top men’s formal footwear brands highlights how this segment is evolving to meet new workplace trends.

Ajanta Footcare collaborates with Iritu_ to bring festive comfort to your feet!
Celebrate the season in style with Ajanta Footcare, offering the perfect fit for every occasion. Whether it’s a grand celebration or a casual outing, step in comfort and elegance.

Liberty Shoes collaborates with Dharmesh_Nyk for the ‘Mera Joota Hindustani’ Dance Contest!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are metroshoesindia (43 reels), mochishoesin (37 reels), houseofpataudi (24 reels), lussolifestyleofficial (23 reels), dmodotofficial (21 reels), shutiqofficial (18 reels), rossobrunelloofficial (16 reels), libertyshoesltd (14 reels), escaroroyale (12 reels), brunexbareskin (10 reels), cloglondon (9 reels), and pellesantino (8 reels).

5. Slippers & Flip-Flops: Casual Comfort Meets Lifestyle Marketing

Footwear brands in this category cater to diverse consumer needs, with some focusing on comfort, style, and affordability, while others prioritize sustainability and specific needs. Crocs India offers global comfort, Paragon Footwear provides trusted durability, and Aqualite India and Lakhani Armaan deliver everyday comfort and style. Greensole champions eco-friendly practices, while Ludic and The Chupps Life create lifestyle-focused brands. The Chupps Life has also partnered with major sports teams. Lehar Footwear and Today Footwear emphasize their long-standing presence in the market, and Ortho+Rest offers ergonomic and eco-conscious footwear for specific requirements. These brands actively engage with their audience on Instagram, showcasing their products and highlighting their brand values, which often center around affordability, comfort, and style.

Some of the most innovative designs can be found in the latest collection of slippers and flip-flop brands.

Bhaiyajiismile collaborates with Crocs India to bring style and comfort this Holi!
Celebrate the festival of colors with @crocsindia, where fashion meets all-day comfort.

TheTeenTravels collaborates with Ludic Life to explore the hidden beauty of Barot Valley!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are crocsindia (80 reels), metroshoesindia (39 reels), bata.india (26 reels), inc5official (15 reels), paragonfootwear (4 reels), greensole (3 reels), ludic.life (2 reels), and chuppslife (1 reel)

6. Sneakers/Casual Footwear: The Powerhouse of Influencer Marketing

Puma, Adidas, Asics, New Balance, and HRX are athletic brands that prioritize performance but also offer sneakers/casual footwear. Brands like Converse, Comet, and gullylabs represent casual and streetwear styles with a focus on sneaker culture. The Souled Store and Wrogn are lifestyle apparel brands that often incorporate pop culture and trending themes into their sneakers. Neeman’s emphasizes comfort while Thaely prioritizes sustainability. Bacca Bucci, featured on Shark Tank, focuses on community and trendy drops. Established footwear brands such as Bata India, Liberty Shoes Limited, and Hush Puppies India offer classic and premium options. Sparx, RapidBox, and Campus Shoes provide accessible and stylish footwear to a wider Indian audience.

From chunky dad sneakers to sleek minimalistic designs, sneaker brands continue to redefine fashion and lifestyle.

GenZ influencers, representing a mix of fashion, lifestyle, and fitness, partnered with sneaker brands to highlight style, trends, and athletic functionality.

The Souled Store collaborates with TSS Sneaker Division to bring Jurassic Park to your kicks!

Anushka Sharma & Virat Kohli collaborate with Puma India for a fun-filled experience!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are pumaindia (184 reels), adidasindia (131 reels), ecco (84 reels), clarksshoes (80 reels), crocsindia (80 reels), staywrogn (75 reels), thesouledstore (61 reels), hrxbrand (44 reels), rarerabbit_in (40 reels), asicsindia (39 reels), and metroshoesindia (39 reels).

7. Sports & Athletic Footwear: Performance Meets Digital Influence

This list encompasses major international sportswear brands such as PUMA, adidas, Reebok, ASICS, Under Armour, and Skechers, as well as prominent Indian footwear and apparel companies. These brands cater to a wide array of athletic and casual needs, from high-performance running shoes to everyday comfortable wear. Brands like Decathlon offer a wide selection of sports equipment, while HRX and Off Limits focus on fitness lifestyles. Additionally, established Indian brands such as Woodland, Campus Shoes, Asian Footwears, Sparx, RedTape, Red Chief, and Liberty Shoes Limited offer diverse footwear options, emphasizing durability, style, and affordability.

Several brands extend their offerings into lifestyle apparel, including Fila, Lee Cooper, and Cantabil.

Emerging brands like JQR Sports, Unistar Footwears, and Abros Shoes aim to provide quality footwear at competitive prices.

Asian Footwears also leverages celebrity endorsements to further promote their brand. Additionally, brands like Vector X and Vomax Sports specialize in sports equipment and designer footwear, respectively, and Aqualite India focuses on accessible comfort.

Instagram is used by many of these brands to display their products, interact with their audience, and advertise their brand’s principles. This frequently entails emphasizing new product lines, sales, and celebrity partnerships. Brand promotion is also accomplished through fitness professionals, athletes, and lifestyle influencers who support active lifestyles.

The demand for high-performance footwear is at an all-time high, and this list of top sports and athletic footwear brands showcases the key players shaping this category.

Shrey Mittal collaborates with PUMA and Flipkart Fashion for an exciting Valentine’s Giveaway!

HRX collaborates with Curls_with_curvess to inspire your fitness journey!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are pumaindia (186 reels), adidasindia (131 reels), decathlonsportsindia (105 reels), hrxbrand (45 reels), asicsindia (38 reels), skechersindia (30 reels), newbalanceindia (28 reels), underarmourind (27 reels), bata.india (25 reels), reebokindia (24 reels), and redtapeindia (21 reels).

8. Sneaker Marketplaces

This group of brands represents the dynamic and growing sneaker and streetwear culture in India, with a focus on authenticity, exclusivity, and community. VegNonVeg and Superkicks are established multi-brand boutiques offering premium sneakers, while Find Your Kicks India and Culture Circle act as marketplaces, ensuring authenticity and price comparison. Crepdog Crew and Free Society provide in-store experiences alongside online platforms, fostering a sense of community. Several brands, like knickgasm and _courtside_, specialize in sneaker customization, allowing for personalized designs. Hype Fly India and Sneaker Plug India operate as premium online marketplaces, catering to the demand for limited-edition and sought-after items. Indian Sneaker Festival and SneakerHeadsIndia contribute to the culture by organizing events and creating online communities.

Brands like Off Kicks Inc and Street Junkies India curate trending sneakers and streetwear, while VJ Kicks and Sneaky Mafia specialize in buy/sell/trade services. Sneaker News India and Sneaker Talk India act as platforms for information and community engagement, driving the sneaker and streetwear scene in India.

As e-commerce continues to dominate, the top footwear marketplaces are setting new standards for how brands engage with their customers.

VegNonVeg collaborates with Mihir Joshi Music to bring sneaker culture to All About Music!

At @allaboutmusicin, Mihir Joshi rocked the Air Jordan 3 White Cement from VegNonVeg

Find Your Kicks India collaborates with The Sneak & Street Fest 5.0 for an epic night of style and beats!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are vegnonveg (25 reels), superkicksindia (21 reels), indiansneakerfestival (14 reels), culturecircle_ (13 reels), crepdogcrew (5 reels), and findyourkicksindia (2 reels).

Footwear Brand Marketing Campaigns: Strategies, Successes, and Trends

This section highlights the diverse marketing strategies employed by footwear brands in India, including festive campaigns, collaborations, product launches supported by celebrity promotions, and discounts and promotions through various sales events.

Festive Campaigns:

Brands are actively engaging with their audience through festive campaigns and collaborations. For instance, Aldo leveraged the hashtag #AldoDiwali to connect with customers during the Diwali season, while Bata promoted their Starlight Collection using #CelebrateEveryStep. Additionally, Puma partnered with Flipkart for a Valentine’s Day giveaway, encouraging participation by asking people to tag their “sports buddy”. These campaigns illustrate how brands are effectively utilizing holidays and partnerships to create engaging content and expand their reach to new audiences.

Product Launches:

Aqualite, with a new range of shoes, has launched a promotional campaign featuring Rohit Shetty. Foot Locker India has also started a new Instagram campaign.

Sales & Offers:

Several footwear brands offered discounts and promotions during the period. Amazon’s Great Indian Festival included discounts on various footwear brands, Tata Cliq Fashion’s End of Season Sale featured discounts on Puma and Adidas, and Decathlon held a Black Friday Sale with discounts and offers. Ajanta Footwears also promoted a Festive collection and offers.

Conclusion

In conclusion, the Indian footwear industry presents a diverse landscape of brands catering to a wide range of consumer needs, preferences, and demographics. From traditional handcrafted leather footwear to eco-conscious flip-flops, and high-performance sports shoes to trendy sneakers, there is a footwear brand for every taste and occasion. The use of social media platforms, influencer collaborations, and targeted marketing campaigns has become crucial for brands to connect with their audience, showcase their products, and build brand awareness. As the industry continues to evolve, it will be exciting to witness the innovative designs, sustainable practices, and strategic partnerships that shape the future of footwear in India.