Performance Running Black Friday Benchmark Report

How would you plan Holiday 2026 differently if you knew exactly what your peers did in 2025? That is the question this report is built to answer. Across 13 weeks of Q4 2025, ShopVision tracked every promotional move 21 leading performance running brands made: when they launched, how deep they went, which products they discounted, and the loyalty, member, and email plays they used to pull the shopper in.

‍

What follows is a peer-informed reference. Not a set of prescriptions, but a clear picture of what the market actually did, so you can make sharper decisions about what you want to do next.

‍

What's inside.

‍

Executive Summary (p. 2). What 21 performance running brands actually did across Q4 2025, and what it means for your 2026 planning.

‍

01: Black Friday timing (p. 3). Sixteen of 21 brands launched early: the first-mover opened Nov 11, 17 days out, and the bulk clustered into a single week, Nov 21–25. See who moved first, the one brand that waited for Black Friday itself, and the five that opened early to members.

‍

02: Discount mechanics (p. 6). Only 4 of 21 framed Black Friday as sitewide, topping out at 40% off, every one carrying exclusions. See how the rest split across up-to/select offers, single-category cuts, and no discount at all, plus the members-only rates running beneath the public headline, like ASICS' $50 off $250+.

‍

03: The post-Cyber Monday stretch (p. 11). Cyber Monday wasn't the finish line for everyone: 9 of 21 kept a December sale going. See the mainstream giants (Reebok, Under Armour, Nike, New Balance, Adidas) that never stopped, the four that closed and reopened mid-month, and the indie names that went quiet.

‍

04: The email inbox (p. 14). The peer set sent 227 emails across the 14-day Black Friday window, ranging from a single send to 30. See who led at roughly two a day, who came second at 24, and why most sends were unique creatives rather than re-sends.

‍

05: The post-Christmas split (p. 17). Most running brands held the line after Christmas: only 7 of 21 kept selling. See the mix of year-end sales, one-day flashes, and clearance acceleration, most at 30–40% off select, with two brands pushing to 60%.