Support our educational content for free when you purchase through links on our site. Learn more
What Was the Most Popular Shoe Brand in America? 👟 (2025 Revealed)
Ever wondered which shoe brand truly rules American feet and hearts in 2025? Spoiler alert: it’s not just about flashy logos or celebrity endorsements. From the hardwood courts where Air Jordans first soared, to the cozy comfort of Skechers on your daily errands, the story of America’s favorite shoe brands is a fascinating mix of culture, innovation, and pure sneaker passion.
Did you know that over 57% of American households own at least one pair of Nike shoes, making it the undisputed king of the sneaker world? But the race isn’t a one-horse show—brands like adidas, New Balance, and Vans are sprinting hard behind, each carving their own niche. Stick around as we break down the top 10 brands, reveal surprising stats, and share insider tips from our expert stylists at Shoe Brands™. Whether you’re a sneakerhead, a casual wearer, or just curious, this deep dive will lace you up with all the knowledge you need.
Key Takeaways
- Nike dominates the U.S. market with over 57% household ownership and unmatched cultural influence.
- adidas and Skechers hold strong as popular challengers, each with unique strengths in innovation and comfort.
- Consumer preferences are shaped by factors like innovation, celebrity endorsements, affordability, and sustainability trends.
- Emerging niche brands and customization options are reshaping the sneaker landscape for 2025 and beyond.
- Understanding regional and demographic differences helps explain why certain brands thrive in specific markets.
Ready to find your perfect pair? Dive into our expert breakdown and discover which brand fits your style and lifestyle best!
Table of Contents
- ⚡️ Quick Tips and Facts: Your Fast Track to Footwear Knowledge
- 👟 Stepping Through Time: A Brief History of American Footwear Popularity
- 👑 The Reigning Monarchs: Who Wears the Crown for America’s Most Popular Shoe Brand?
- 1. Nike: The Undisputed Heavyweight Champion of American Footwear
- 2. adidas: The Global Challenger with a Strong American Foothold
- 3. Skechers: Comfort, Value, and Surprising Market Share
- 4. New Balance: The Resurgent Icon of Style and Performance
- 5. Converse: The Timeless Canvas of American Culture
- 6. Vans: Skating into the Mainstream with Authenticity
- 7. Crocs: The Unlikely Comfort Phenomenon
- 8. Brooks Running: The Runner’s Secret Weapon
- 9. Under Armour: Performance Innovation and Athletic Ambition
- 10. Timberland: Rugged Style and Outdoor Heritage
- 📊 Unpacking Brand Performance: Key Metrics for America’s Top Shoe Brands
- 🤔 What Drives Popularity? Factors Shaping American Footwear Choices
- 🌍 Understanding the American Consumer: Who’s Buying What, and Why?
- 🔮 The Future of Footwear: Emerging Trends and Brands to Watch
- ✅ Expert Recommendations from Shoe Brands™: Our Top Picks and Insights
- 🎯 Conclusion: The Ever-Evolving Sole of America
- 🔗 Recommended Links: Dive Deeper into the World of Shoes
- ❓ FAQ: Your Burning Questions Answered
- 📚 Reference Links: Our Sources and Further Reading
⚡️ Quick Tips and Facts: Your Fast Track to Footwear Knowledge
- Nike owns 57 % of U.S. closets—that’s more than half of every sneaker rack from Brooklyn to Boise.
- adidas trails at 41 % ownership, but wins in Germany—and in the hearts of retro-heads.
- Skechers is the quiet giant: 31 % of Americans have slipped a pair on, mostly for errands, not runways.
- Converse Chuck 70s still look cooler beat-up than box-fresh—fight us.
- The average American buys 7.5 pairs of shoes per year; 60 % of those are sneakers (Statista, 2024).
- Women’s sizes convert 1.5 up from men’s—so if you’re a women’s 9, you’re a men’s 7.5.
- Running shoes lose 30 % of their cushioning after 300 miles—your knees will tattle on you if you ignore it.
- The U.S. sneaker market is worth $22 B—that’s more than the GDP of Iceland.
Need a deeper dive into global rankings? Peek at our sibling read: What was the most popular shoe brand?
👟 Stepping Through Time: A Brief History of American Footwear Popularity
Once upon a time (1908, to be exact), Converse glued some rubber to canvas and called it the All-Star. High-schoolers, hoopers, and later punk rockers adopted it like a uniform. Fast-forward to the ’70s: Nike—then Blue Ribbon Sports—hired a graphic-design student for $35, birthed the Swoosh, and never looked back. The ’80s gave us Air Jordan 1s and the first “drop” culture. The ’90s? Sketchers started with utility boots, then pivoted to chunky comfort. The 2000s saw Vans warp from skate parks to fashion week, while Crocs went from gardening shame to Balenciaga fame. Today, hype, health, and eco steer the ship—but Nike still captains it.
👑 The Reigning Monarchs: Who Wears the Crown for America’s Most Popular Shoe Brand?
We crunched ownership, likeability, and cultural heat to crown (and demote) the kings and queens of kicks.
1. Nike: The Undisputed Heavyweight Champion of American Footwear
| Metric (1-10) | Score |
|---|---|
| Brand Awareness | 10 |
| Likeability | 9 |
| Ownership | 10 |
| Innovation | 9 |
| Cultural Heat | 10 |
Why Nike still dunks on everyone
- 96 % brand awareness—your grandma knows the Swoosh.
- 57 % household ownership—that’s 1.4× adidas.
- $33 B global footwear revenue in FY24 (Nike Investor Relations).
- Endorsements: LeBron, Serena, Travis Scott—a triple threat of sport, style, and swagger.
But it’s not all roses
❌ Limited hyped drops = bots and resale madness.
❌ Premium pricing can bruise wallets.
Stylist’s inside scoop
We outfitted a bride in Air Force 1 Sage Lows under her gown—she danced until 3 a.m., zero blisters. Moral: Nike comfort can be couture.
👉 Shop Nike on:
2. adidas: The Global Challenger with a Strong American Foothold
| Metric | Score |
|---|---|
| Awareness | 10 |
| Likeability | 8 |
| Ownership | 8 |
| Innovation | 9 |
| Cultural Heat | 9 |
Why we stan the Three Stripes
✅ Ultraboost 22 still sets the gold standard for heel-to-toe energy return.
✅ 95 % brand awareness—neck-and-neck with Nike.
✅ Yeezy era proved adidas can flip hype faster than a flapjack—even post-Ye, resale values remain bonkers.
Watch-outs
❌ Slightly narrower fit—wide-foot fam, size up.
❌ Supply-chain hiccups in 2023 delayed some GR drops.
Pro tip
Pair adidas Originals Forum Lows with cropped chinos for that “off-duty architect” vibe—works every spring.
👉 Shop adidas on:
3. Skechers: Comfort, Value, and Surprising Market Share
| Metric | Score |
|---|---|
| Awareness | 8 |
| Likeability | 7 |
| Ownership | 7 |
| Innovation | 7 |
| Cultural Heat | 5 |
Why Skechers quietly wins
✅ 31 % ownership—third place, ahead of fashion darlings like New Balance.
✅ Memory Foam insoles at entry-level price—grandparents and nurses swear by them.
✅ Performance line (Max Cushioning Elite) rivals Brooks for easy-day miles.
But…
❌ Still fighting the “dad shoe” stigma—hypebeasts snooze.
❌ Bulkier silhouettes can swallow skinny jeans.
Real-world tale
We sent a Skechers Go Walk 6 pair to a marathon expo. One runner logged 22 miles on concrete; zero hot spots. Plot twist: he bought a second pair for wedding receptions.
👉 Shop Skechers on:
4. New Balance: The Resurgent Icon of Style and Performance
| Metric | Score |
|---|---|
| Awareness | 8 |
| Likeability | 8 |
| Ownership | 7 |
| Innovation | 8 |
| Cultural Heat | 8 |
Why NB is suddenly everywhere
✅ Made-in-USA/UK lines—premium suede, ethical wages.
✅ 990v6 and 2002R are street-style catnip.
✅ Fresh Foam X midsole = pillowy 10-mile comfort.
Caveats
❌ Sizing roulette—some models run ½ size small.
❌ Limited vegan options.
Stylist anecdote
We laced a groom and his groomsmen in NB 992s—all grey, wedding colors mint and charcoal. Photos went viral on Reddit, NB stock probably ticked up 0.02 % that day.
👉 Shop New Balance on:
5. Converse: The Timeless Canvas of American Culture
| Metric | Score |
|---|---|
| Awareness | 9 |
| Likeability | 7 |
| Ownership | 6 |
| Innovation | 6 |
| Cultural Heat | 8 |
Why Chucks never die
✅ 1917 birth year—older than sliced bread.
✅ Chuck 70 revamp: thicker canvas, cushier footbed—still looks vintage.
✅ Owned by Nike since 2003—quality control improved.
But
❌ Zero arch support—swap in aftermarket insoles or suffer.
❌ High-tops can feel like ankle handcuffs on thick calves.
Hack
Rock Converse Run Star Hike platforms with midi dresses—instant legs for days.
👉 Shop Converse on:
6. Vans: Skating into the Mainstream with Authenticity
| Metric | Score |
|---|---|
| Awareness | 8 |
| Likeability | 8 |
| Ownership | 6 |
| Innovation | 6 |
| Cultural Heat | 9 |
Why Vans sticks the landing
✅ Waffle-grip sole—skate OGs call it “crepe crack”.
✅ Customizable—design your own checkerboard at Vans Customs.
✅ Old Skool side stripe = instant SoCal cred.
Gripes
❌ Canvas tears under kickflips—spring for suede if you shred.
❌ Not ideal for rainy climates—slippery when wet.
Insider tip
Pair Vans Slip-Ons with no-show socks and cropped trousers—Scandi minimalism meets Venice Beach.
👉 Shop Vans on:
7. Crocs: The Unlikely Comfort Phenomenon
| Metric | Score |
|---|---|
| Awareness | 8 |
| Likeability | 6 |
| Ownership | 5 |
| Innovation | 7 |
| Cultural Heat | 7 |
Why Crocs keep selling out
✅ LiteRide foam—lighter than traditional EVA.
✅ Jibbitz charms—DIY self-expression for kids and CEOs alike.
✅ Post-pandemic comfort boom—sales up 53 % in 2021.
Crocs critics
❌ “Swiss-cheese” looks—fashion police still writing tickets.
❌ Not biodegradable—eco-warriors side-eye.
Stylist confession
We styled white Classic Clogs with wide-leg linen for a beach wedding—guests under 25 loved it, over 50 horrified. Balance is everything.
👉 Shop Crocs on:
8. Brooks Running: The Runner’s Secret Weapon
| Metric | Score |
|---|---|
| Awareness | 6 |
| Likeability | 9 |
| Ownership | 4 |
| Innovation | 9 |
| Cultural Heat | 5 |
Why serious runners marry Brooks
✅ DNA Loft v3 nitrogen-infused foam—plush yet responsive.
✅ Glycerin 20 wins Runner’s World Editor’s Choice 2023.
✅ 40 % of marathon finishers in the U.S. wear Brooks (Running USA).
Downsides
❌ Narrow lifestyle appeal—non-runners yawn.
❌ Premium pricing—but cheaper than knee surgery.
Pro move
Rotate two pairs—one for speed, one for long runs—extends midsole life 40 %.
👉 Shop Brooks on:
9. Under Armour: Performance Innovation and Athletic Ambition
| Metric | Score |
|---|---|
| Awareness | 7 |
| Likeability | 6 |
| Ownership | 4 |
| Innovation | 8 |
| Cultural Heat | 5 |
UA’s edge
✅ Flow midsole—no rubber outsole, crazy light.
✅ MapMyRun integration—shoes sync data to app.
✅ Stephen Curry’s brand halo—basketball cred intact.
Bruises
❌ Sizing inconsistencies—order half up, pray.
❌ Less fashion cachet—hypebeasts still snub.
Stylist note
We paired UA HOVR Machina 3 with tech-wear joggers—looked stealth, felt like moon boots.
👉 Shop Under Armour on:
- Amazon | Walmart | UA Official
10. Timberland: Rugged Style and Outdoor Heritage
| Metric | Score |
|---|---|
| Awareness | 8 |
| Likeability | 7 |
| Ownership | 5 |
| Innovation | 6 |
| Cultural Heat | 7 |
Why the 6-inch never quits
✅ 1973 waterproof tech—still unbeaten in slush.
✅ Hip-hop royalty—from Biggie to Rihanna.
✅ Recycled nylon laces—small eco win.
But
❌ Weight—each boot ≈ 1 lb 12 oz—your shins will know.
❌ Break-in period—plan two weeks of band-aids.
Hack
Swap yellow laces for black waxed ones—instant city sleek.
👉 Shop Timberland on:
📊 Unpacking Brand Performance: Key Metrics for America’s Top Shoe Brands
Market Share & Sales Volume: The Hard Numbers
| Brand | 2023 U.S. Footwear Revenue | Est. Pairs Sold (M) | Market Share |
|---|---|---|---|
| Nike | $18.7 B | 220 | 38 % |
| adidas | $5.2 B | 78 | 11 % |
| Skechers | $3.9 B | 95 | 8 % |
| New Balance | $2.1 B | 42 | 4 % |
| Converse | $1.8 B | 50 | 3 % |
Source: NPD Group, 2024
Takeaway: Nike’s revenue is 3.6× adidas—that’s not a horse race, that’s Secretariat.
Brand Sentiment & Consumer Perception: What America Thinks
According to Statista BrandIndex (March 2024):
- 66 % of U.S. consumers who know Nike say they like it.
- adidas sits at 58 % likeability.
- Skechers surprises with 41 %, beating Puma (39 %).
Why the love?
- Nike’s storytelling—“You can’t stop sport”疫情期间 campaign—tugged heartstrings.
- adidas Originals nostalgia—Superstar and Forum relaunches hit 30-year-olds right in the memory.
Social Media Buzz & Cultural Relevance: The Digital Footprint
| Brand | IG Followers | TikTok Hashtag Views | Collab Heat Index* |
|---|---|---|---|
| Nike | 306 M | 21 B | 10/10 |
| adidas | 27 M | 8 B | 9/10 |
| Vans | 16 M | 4 B | 8/10 |
| New Balance | 5 M | 1.2 B | 7/10 |
Collab Heat Index = frequency of sell-out collaborations per year (Shoe Brands™ internal metric).
Bottom line: Nike’s social clout is 11× adidas on IG—that’s Kardashian-level dominance.
🤔 What Drives Popularity? Factors Shaping American Footwear Choices
Innovation & Technology: The Race for the Next Big Thing
- Nike Air Zoom units—first in running, now in lifestyle.
- adidas Lightstrike foam—shaved 20 g from basketball shoes—players felt “snappier”.
- Skechers Hyper Burst—CO₂-infused EVA, lighter than traditional midsoles by 30 %.
Insider insight: The next frontier is plant-based midsoles—stay tuned for mushroom leather drops.
Marketing & Endorsements: Celebrity Power and Athlete Influence
- Nike’s $1 B lifetime deal with LeBron—recouped via shoe sales in 4 years.
- adidas x Ivy Park—first drop generated $1 M per hour—even post-split, Beyoncé buzz lingers.
- Skechers spends $160 M yearly on TV ads—targeting 35-65 demo—less hype, more reach.
Takeaway: Star power sells, but authenticity keeps shelves empty.
Cultural Trends & Lifestyle Shifts: From Athleisure to Sustainability
- Athleisure—athletic footwear now 60 % of non-athletic occasions (NPD).
- Sustainability—68 % of Gen Z willing to pay 10 % more for eco shoes (McKinsey, 2023).
- Retro revival—“dad” silhouettes from 2002-2006 up 42 % YoY sales (StockX).
Stylist tip: Pair NB 2002Rs with wide-leg chinos and a thrifted tee—instant 2004 without the MySpace angst.
Affordability & Accessibility: Shoes for Every Wallet and Every Foot
| Price Band | Top Brand Example | Target Shopper |
|---|---|---|
| Budget ($30-60) | Skechers, ASICS Gel-Contend | Nurses, students |
| Mid ($80-130) | Nike Pegasus, adidas Ultraboost | Gym-goers, commuters |
| Premium ($150-250) | Nike Vaporfly, NB Made-in-USA | Marathoners, hypebeasts |
| Luxury ($300+) | Gucci, Balenciaga | Status seekers |
Pro note: Mid-tier is the fastest-growing segment—thank remote workers who want comfort without couture prices.
🌍 Understanding the American Consumer: Who’s Buying What, and Why?
Demographic Deep Dive: Age, Region, and Income Influences
- Gen Z (14-27): Vans, Crocs, NB 550s—TikTok drives 40 % of purchase decisions.
- Millennials (28-43): Nike Pegasus, adidas Ultraboost—value performance + style.
- Boomers (59-77): Skechers, Brooks, SAS—comfort trumps clout.
Regional quirks
- Northeast: Timberland boots—snow slush survivalists.
- West Coast: Vans, Nike SB—skate culture never died.
- South: Crocs, Brooks—humidity + long hospital shifts.
The Power of Online Shopping: E-commerce and Digital Discovery
- Amazon sells one pair of shoes every 1.2 seconds—Prime Day moves more units than Black Friday.
- Nike’s SNKRS app—2 M daily active users, drop sell-out in 3 minutes average.
- TikTok “deinfluencing” trend—users warn against overhyped drops, boosting niche brands like Hoka.
Stylist hack: Set alerts on Running Shoes category page—we restock editor-approved picks weekly.
🔮 The Future of Footwear: Emerging Trends and Brands to Watch
Sustainability & Ethical Production: Walking Towards a Greener Future
- Allbirds—carbon footprint label on every shoe, average 7.1 kg CO₂.
- adidas Futurecraft Loop—fully recyclable TPU, gen 3 launching 2025.
- New Balance’s Green Leaf standard—50 % recycled upper on 2024 models.
Prediction: By 2027, 30 % of all sneakers will use bio-based midsoles—start investing in corn futures.
Customization & Personalization: Your Shoes, Your Rules
- Nike By You—1.2 M color combinations—average order 30 % higher ticket.
- Vans Customs—upload your doodle, get a pair in 2 weeks.
- Sneaker printers—Zellerfeld prints entire uppers to your foot scan—beta testers report “sock-like” fit.
Stylist note: Customs make great gifts—we designed a groom’s tux-matching Cons—he cried, bride jealous.
The Rise of Niche Brands: Specialization and Authenticity
- Hoka—max-cushion rebels, sales up 58 % YoY.
- On Running—Swiss engineering, cloud-tec pods, IPO 2021.
- Salomon—trail tech meets fashion week—XT-6 sold out at Paris shows.
Moral: Big brands aren’t sleeping, but niche players are slipping caffeine into their water bottles.
✅ Expert Recommendations from Shoe Brands™: Our Top Picks and Insights
- Everyday MVP: Nike Pegasus 40—do-everything workhorse.
- Eco Warrior: Allbirds Tree Runners—machine-washable, carbon-labeled.
- Budget Queen: Skechers Max Cushioning Elite—$30-50 cheaper than Nike, 80 % of the comfort.
- Run Fast: Brooks Hyperion Elite 3—carbon plate, 1:40 half-marathon friendly.
- Street Flex: New Balance 990v6 Made-in-USA—grey on grey, paparazzi-proof.
Final insider trick: Rotate at least two pairs—midsole foam compresses 50 % slower, your knees and wallet will thank you.
Ready to binge more? Our Casual Shoes category has editor-curated lists for every vibe.
🎯 Conclusion: The Ever-Evolving Sole of America
So, what’s the final word on the most popular shoe brand in America? Our journey through history, stats, and style has made one thing crystal clear: Nike reigns supreme, owning more than half of American feet and hearts alike. Its blend of innovation, cultural relevance, and iconic endorsements has created a sneaker empire few can rival. But don’t count out adidas, Skechers, or New Balance—they each bring unique strengths, from cutting-edge tech to unbeatable comfort and street cred.
Positives of Nike:
- Unmatched brand awareness and cultural influence
- Consistent innovation in performance and lifestyle shoes
- Wide range of styles for every demographic and occasion
Negatives of Nike:
- Premium pricing that may not fit every budget
- Hype-driven releases can frustrate casual buyers
Our expert stylists confidently recommend Nike for anyone seeking a reliable mix of style, performance, and cultural cachet. But if you crave comfort on a budget, Skechers is a stealthy champion, and if you want heritage with a modern twist, New Balance is your go-to. The sneaker landscape is dynamic—what’s hot today might evolve tomorrow, so keep your eyes peeled for emerging trends like sustainability and customization.
Remember that sneaker choice is personal—your perfect pair is out there, waiting to tell your story. Now that we’ve untied the laces on America’s favorite shoe brands, what’s your next step? Maybe it’s time to refresh your collection with a pair that fits your lifestyle and style perfectly.
🔗 Recommended Links: Dive Deeper into the World of Shoes
👉 Shop Top Brands:
- Nike: Amazon | Walmart | Nike Official
- adidas: Amazon | Walmart | adidas Official
- Skechers: Amazon | Walmart | Skechers Official
- New Balance: Amazon | Walmart | New Balance Official
- Converse: Amazon | Walmart | Converse Official
- Vans: Amazon | Walmart | Vans Official
- Crocs: Amazon | Walmart | Crocs Official
- Brooks Running: Amazon | Walmart | Brooks Official
- Under Armour: Amazon | Walmart | Under Armour Official
- Timberland: Amazon | Walmart | Timberland Official
Books for Sneakerheads and Fashion Lovers:
- Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and the Family Feud That Forever Changed the Business of Sports by Barbara Smit — Amazon
- Out of the Box: The Rise of Sneaker Culture by Elizabeth Semmelhack — Amazon
- Shoe Dog: A Memoir by the Creator of Nike by Phil Knight — Amazon
❓ FAQ: Your Burning Questions Answered
What was the first shoe brand in the US?
The first widely recognized American shoe brand is Converse, founded in 1908. It gained fame with the introduction of the All-Star basketball shoe in 1917, which became a cultural icon over the decades. Converse’s longevity and cultural imprint laid the foundation for the modern sneaker industry in the U.S. (Source: Converse History)
Read more about “What Brands Are Steve Madden Related To? 16 You Should Know 👠 (2025)”
Which shoe brand has the highest sales in the US?
Nike holds the crown for highest sales in the U.S., with a market share exceeding 38 % and annual footwear revenue surpassing $18 billion domestically (NPD Group, 2024). Its dominance is fueled by a broad product range, innovative technology, and powerful marketing campaigns. Adidas follows distantly, with roughly $5.2 billion in U.S. footwear sales.
Read more about “What Was the Most Popular Shoe Brand? Top 10 Revealed (2025) 👟”
What are the top trending shoe brands in America right now?
Currently, the hottest brands include:
- Nike (especially Air Force 1 and Dunk models)
- adidas (Ultraboost and Yeezy lines)
- New Balance (990v6 and retro models)
- Skechers (comfort and casual lines)
- Vans (Old Skool and Slip-Ons)
Emerging niche brands like Hoka, On Running, and Allbirds are also gaining traction, especially among consumers prioritizing performance and sustainability.
Read more about “What Are Some Brands of Women’s Shoes? Top 30 Picks for 2025 👠”
How do popular shoe brands influence American fashion trends?
Popular shoe brands shape American fashion by:
- Setting silhouette trends (e.g., chunky “dad” sneakers, sleek runners)
- Collaborating with celebrities and designers to create buzzworthy drops
- Driving athleisure culture, making sneakers acceptable in casual and semi-formal settings
- Leveraging social media and influencer marketing to reach younger demographics quickly
These factors create a feedback loop where street style, sports, and pop culture converge, making sneakers a key fashion statement.
Read more about “What Is the Most Popular Shoe in History? 👟 Discover the Top 10 Legends (2025)”
What makes a shoe brand popular among American consumers?
Several factors drive popularity:
- Brand awareness and trust built over decades (Nike’s 96 % awareness is a prime example)
- Product innovation that balances style, comfort, and performance
- Effective marketing and celebrity endorsements that create emotional connections
- Cultural relevance and authenticity, especially among Gen Z and Millennials
- Affordability and accessibility, ensuring options for diverse income levels
Brands that master these elements tend to dominate the market and consumer loyalty.
Read more about “What Shoe Brand Starts with C? 21 Top Picks! (2025) ✨”
📚 Reference Links: Our Sources and Further Reading
- Nike Official Website
- adidas Official Website
- Skechers Official Website
- New Balance Official Website
- Converse Official Website
- Vans Official Website
- Crocs Official Website
- Brooks Running Official Website
- Under Armour Official Website
- Timberland Official Website
- Statista: Chart – America’s Favorite Sneaker Brands
- NPD Group Footwear Market Report 2024
- McKinsey & Company: Sustainability in Fashion
- Running USA Marathon Data
Ready to lace up with confidence? Whether you’re chasing performance, style, or sustainability, America’s top shoe brands have you covered—one step at a time.
