The sports brands sector is a huge one. There are manufacturers, retailers, direct-to-consumer, concession partners, wholesalers, gross sales, market capitalisation, brand valuation, retail fleet and distribution reach parameters. Then atop of all that, we have to look at what the brand produces - chess may be considered a sport, but it's not game that sportswear brands necessarily cater to.
Before we compiled our report, we needed to install some guidelines to ensure an even playing field.
This top ten list has been created with three guidelines: all the brands are manufacturers, they all produce mainstream sportswear products, and they’re ranked according to their 2023 annual revenue.
So with that, here we have them...
1. Nike
REVENUE: US$46.71 billion
ORIGIN: USA
ESTABLISHED: 1964
Of course, perched high above the lot, is sporting behemoth, Nike. Named after the Ancient Greek Goddess, Nike sets the pace with everything from product ranges, sponsorships and retail experience.
With store formats that range from flagships, high street stores to outlets, Nike have also widened their store categories to men’s, women’s and children. It's also branched out into specialist stores like Nike Running, to experiential style formats; Nike Rise, Style and Live.
We’ve never worked with Nike, but we’d love to. Their retail fleet is the stuff of legend and we’d love a seat at their table.
2. Adidas
REVENUE: US$24.56bn
ORIGIN: GERMANY
ESTABLISHED: 1924
Famous for its partnerships with Stella McCartney, Yohji Yamamoto, and the now infamous Ye (formerly Kanye West), Adidas has a strong stable of stores, formats and genres. From Originals, to Performance, and former Neo stores, the brand manages to hold the attention of athletes with their fitness gear, and still maintain a fashion position with their retro ranges.
3. Puma
REVENUE: US$7.48bn
ORIGIN: GERMANY
ESTABLISHED: 1948
Few shoes enjoy the lofty position as a cult classic like Puma’s Easy Rider. Also a retro favourite, is the story of how the brand started. The two brothers who started Adidas had a famous falling out, and one of them crossed the road to start Puma. Both brands still call Herzogenaurach HQ Home.
4. Lululemon
REVENUE: US$7.06bn
ORIGIN: CANADA
ESTABLISHED: 1998
The youngest brand on the list (by only two years), Lululemon is a global yoga phenomenon. Entering the sports scene touting a vast selection of legwear options, Lululemon stores brought us the leg wall, which has since become a signature in-store feature globally.
5. Under Armour
REVENUE: US$5.68bn
ORIGIN: USA
ESTABLISHED: 1996
One close to our hearts, the almighty Under Armour. Only two years older than Lululemon, Under Armour launched onto the market with its performance-enhancing tech products and has since sponsored and endorsed a slew of teams and athletes over the past 28 years. Our personal favourite? Claire Underwood sporting Under Armour running gear in House of Cards.
6. New Balance
REVENUE: US$4.5bn
ORIGIN: USA
ESTABLISHED: 1906
To the other end of the spectrum, New Balance is one of the oldest brands on the list. It’s still on the market and still going strong. New Balance’s time in market has made it a legacy brand, with the '327' sneaker being the quintessential shoe for men and women to wear with anything from bike shorts to a suit.
7. Columbia
REVENUE: US$3.42bn
ORIGIN: USA
ESTABLISHED: 1938
Hugely popular in the US, where hiking is a regular hobby, Columbia is the most outdoors-y brand in the top ten. Their ranges cater for the Great Outdoors, offering everything from waterproof gear, through to camping equipment and ski apparel.
8. Fila
REVENUE: US$3.25bn
ORIGIN: ITALY
ESTABLISHED: 1923
Now owned by a South-Korean-based business, Fila started life in Italy way back in 1906, and officially becoming the Fila brand we now today in 1923. Specialising in woollen underwear until the 1970s, it became synonymous with tennis from the 1970s with their Bjorn Borg sponsorship.
9. Asics
REVENUE: US$2.82bn
ORIGIN: JAPAN
ESTABLISHED: 1949
Asics was originally called Onitsuka, named after its founder. In 1977 it was renamed Asics, and the Onitsuka name shifted to its sub-brand, fashion cult-classic, Onitsuka Tiger.
10. Reebok
REVENUE: US$2.3bn
ORIGIN: USA
ESTABLISHED: 1948
And finally, at number ten, another brand we would give a kidney to work with, Reebok. From that iconic British flag logo, to the 1980s Step Reebok craze, to the Victoria Beckham collaboration, Reebok has a permanent seat at the legacy brand table.
We would love nothing more than to see an increase in their retail presence, and we'd especially love a seat at that table too.
The top ten are all heavyweights in design, production, distribution and retail fleets. All of them are adept at riding out the trends, cycles and seasons, and have maintained their brand identity in a crowded and competitive global market.
Written by Renée Ballard, ©️ 2024
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