The brand value of Nike has increased year-on-year since 2010 and reached over 53 billion U.S. dollars in 2023. In comparison, the adidas brand was valued at approximately 16.6 billion U.S. dollars in – increasing for the eight consecutive year following two years of decline.
Will there be a power shift in North America?
With instantly recognizable logos and catchy slogans, Nike and adidas are the two biggest sportswear brands, and Nike is one of the most valuable brands worldwide. Both companies are driving growth in the sportswear market worldwide, but Nike has a particularly firm hold of its home market of North America: the company generates over 40 percent of its total revenue from the region, whereas around a quarter of adidas’ global revenue comes from North America.
The stories behind the logos
Nike has its swoosh; adidas has its three stripes. Those logos have become synonymous with the brands they represent, and consumers will pay a higher price to wear products with the logos emblazoned on them. The Nike swoosh was created by graphic design student Carolyn Davidson in 1971, who was paid a fee of 35 U.S. dollars. The three stripes trademark was bought by adidas from another sportswear company in the early 1950s. The design used to belong to a Finnish brand called Karhu, but they sold the logo for a small fee that included two bottles of whiskey.
