Nike has secured the title as the world's most valuable sports brand in the Brand Finance report for the seventh year in a row. Adidas is in the top 5. With Fila and Bosideng, two more players in the sports and outdoor industryare among the big winners in a difficult year.
Nike once again leads Brand Finance’s “Apparel 50” - the sports brand ranking of the world's most expensive apparel brands. In 2021, the US sporting goods company topped the ranking for the seventh time in a row, answering the question: “Is Nike the biggest sports brand on the globe?” Oh, yes! It definitely is!
With a brand value of $30.443 billion, Nike lost value compared to the previous year (2020: $34.792 billion), but the lead over Gucci in second place is still huge (Gucci 2021: $15.599 billion).
Adidas ($14.342 billion) is ranked infourth place. The Japanese clothing and sports brand Uniqlo ($13.071 billion) is seventh.
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Fila Grows Fastest, Bosideng Enters Top 50
Among the big winners in this year's ranking are Fila and Bosideng. Fila's brand valueincreased by 68 percent year-on-year to $2.7 billion- the largest increase in value of any company in the top 50. The main reason for this are the strong sales figures at the end of 2020 on the Chinese market. Fila climbs to 33rd place from 50th last year.
With a 39 percent increase in value to $1.5 billion, the Chinese down and outdoor expert Bosideng is the third-fastest growing brand in 2021 and enters the ranking for the first time in 50th place.
Other Sports and Outdoor Brands in the Top 50:
The North Face (16)
Anta (17)
Puma (20)
Under Armour (29)
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Clothing Industry Groaning Under Corona Pandemic
Pandemic-related, the total value of the 50 most valuable brands dropped 8 percent from $301.9 billion in 2020 to $276.4 billion in 2021.
Richard Haigh, Managing Director, Brand Finance, commented:“2020 was undoubtedly a tough year for the apparel sector. Global and widespread economic disruption caused a sharp decrease in demand and lockdown-induced store closures forced brands to digitalise quickly or face dire consequences to sales and profits. Despite the total brand value of the world’s top 50 most valuable apparel brand declining 8% year-on-year, on the whole we have witnessed remarkable agility and innovation across the sector, which will no doubt stand brands in good stead in the coming year.”
The brand valuation consultancy Brand Finance publishes its Apparel 50 report on the most valuable and strongest apparel brands annually. Brand value, according to Brand Finance, is calculated from "the present value of earnings specifically related to brand reputation. Organisations own and control these earnings by owning trademark rights." The determining value for the ranking is the calculated brand value for January 1, 2021.
Conclusion
Regardless of the cost of sportswear, the number of customers and fans around the world, the main quality of the leading sportswear manufacturers is their policies, statements and values. The above most valuable sports brands meet all the requirements of today’s leading apparel manufacturers in the world.
I'm an industry expert deeply immersed in the world of sports and outdoor brands, particularly in the realm of apparel. My extensive knowledge is backed by a comprehensive understanding of market dynamics, brand valuation methodologies, and the factors influencing the success of major players. As a testament to my expertise, I'll delve into the various concepts and insights embedded in the article about Nike's continued dominance and the overall landscape of sports and outdoor brands.
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Brand Finance's Annual Report:
- Brand Finance's annual report serves as a crucial benchmark for evaluating the global landscape of sports brands. The methodology involves assessing the present value of earnings linked to brand reputation, emphasizing trademark rights as a key factor in brand ownership and control.
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Nike's Dominance:
- Nike's consecutive seven-year reign as the world's most valuable sports brand, with a brand value of $30.443 billion in 2021, underscores its enduring influence and market strength. Despite a slight decrease from the previous year, Nike maintains a substantial lead over competitors, such as Gucci.
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Adidas and Uniqlo Rankings:
- Adidas secures the fourth position in the ranking with a brand value of $14.342 billion, highlighting its enduring presence in the competitive sports apparel market.
- Uniqlo, a Japanese clothing and sports brand, takes the seventh spot with a brand value of $13.071 billion, showcasing its global significance.
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Fila and Bosideng's Growth:
- Fila's remarkable growth of 68 percent year-on-year, reaching a brand value of $2.7 billion, is attributed to strong sales in the Chinese market. This ascent positions Fila as the fastest-growing brand in the top 50.
- Bosideng, a Chinese down and outdoor expert, enters the ranking for the first time at 50th place, with a 39 percent increase in brand value to $1.5 billion.
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Other Notable Brands in Top 50:
- The North Face (16), Anta (17), Puma (20), and Under Armour (29) are additional sports and outdoor brands that maintain significant positions in the top 50, further illustrating the diverse and competitive nature of the industry.
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Impact of the Pandemic on the Industry:
- The article highlights the pandemic-related challenges faced by the apparel sector, resulting in an 8 percent decline in the total value of the 50 most valuable brands from $301.9 billion in 2020 to $276.4 billion in 2021.
- Despite the overall decline, the industry has demonstrated agility and innovation, positioning brands favorably for the future.
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ISPO Network and Industry Events:
- The mention of the "OutDoor by ISPO" event in June 2024 signifies the importance of industry gatherings for professionals, providing opportunities for networking, exploring trends, and fostering a sense of community.
In conclusion, the sports and outdoor apparel industry is dynamic and resilient, with key players like Nike and Adidas navigating challenges and newcomers like Fila and Bosideng making significant strides. The global landscape, as reflected in the Brand Finance report, showcases both the competitive nature of the market and the adaptability of brands in the face of adversity.
