Nike is the world’s most valuable label, according to Brand Finance’s annual top 50 rankings in apparel. The athletic giant retained its number one spot even after a tough year in North America. Nike is the world’s largest athletic apparel and gear maker. Nike’s gear is widely seen on courts and running trails, but the brand also has remained on-trend as part of the growing consumer interest in athleisure — a term that describes the growing acceptance of wearing athletic apparel and shoes just about anywhere.
However, steep competition to maximize on the sporting apparel trend, coupled with increased choice and information for the consumer could threaten Nike’s future position in the rankings. Adidas (up 41 per cent) played a key role in the struggles Nike has faced in the past two years, with the German-based sportswear brand seeing rapid growth across both sporting and casual categories.
Other notable brands that made the list: H&M, which once again inched past Zara for its number two spot as the Spanish fast-fashion competitor significantly narrowed the gap; Hermès, which overtook both Louis Vuitton and Gucci in the luxury fashion category (with Cartier as the biggest value winner, up 45 per cent); and rival Under Armour, which recorded the largest value drop in the set following its failure to capitalize on basketball shoes and other product verticals.
