Nike

Coming at the top of the rankings for the selected sportswear brands is the multinational association Nike. Renowned for its partnership with high profile athletes, the brand garnered $366M in MIV® across 142K placements from August to September 2022.

Its success can be predominantly attributed to their use of the Media Voice as it pitched in $236M overall of the total MIV®. The Online and Social Media Channels being the most prominent with Instagram having accumulated 32% of the MIV® for the brand. It is worth noting, that the Print Channel did not contribute as much to the brand’s overall Media Impact Value™.

Between Nike’s 50th anniversary campaign “Never Done Evolving” featuring Serena Williams, Drake’s tribute to the brand in his live concert, or even simply the brand’s loyal ambassadors — Nike has often found itself in the media spotlight in 2022.

Consequently, looking back as to what makes Nike stand out amongst other brands is its distinguishable sponsors. Just the top three placements for Nike from August 1st to September 30th 2022 are from high profile athletes with extensive reach: Christiano Ronaldo’s instagram post generated $2.31M in MIV®, Kylian Mbappé instagram post generated $822K in MIV®, and Serena Williams’ instagram post generated $678K in MIV®.

Nike’s long term partnerships has been a great leverage for the brand by not only garnering significant MIV® but also by leading considerable social and online media coverage. Their success can assuredly be attributed to their Celebrity and Influencer’s Voice-centric strategy campaigns.

Adidas

Certainly! Adidas is another major sportswear brand that is well-known worldwide. Here’s some information about Adidas:

Adidas AG is a German multinational corporation that was founded on August 18, 1949, by Adolf Dassler. The company is headquartered in Herzogenaurach, Germany. Adidas is primarily involved in the design, development, manufacturing, and marketing of sportswear, footwear, and accessories.

Key Points about Adidas:

1. Three Stripes Logo: Adidas’ iconic Three Stripes logo was created by founder Adolf Dassler and represents the brand’s commitment to performance and sportswear excellence.
2. Originals Line: Adidas Originals is a sub-brand of Adidas that focuses on lifestyle and streetwear-inspired products. It often features retro designs and classic Adidas styles.
3. Sports Endorsements: Similar to Nike, Adidas has a strong association with top athletes across various sports, including soccer (Lionel Messi, Paul Pogba), basketball (James Harden, Damian Lillard), and more.
4. Product Range: Adidas offers a wide range of sportswear and footwear for various sports such as soccer, basketball, running, tennis, and more. They also have lifestyle collections for casual wear.
5. Collaborations: Adidas frequently collaborates with designers, artists, and other brands to create limited-edition collections and special releases, making their products highly sought after by sneaker enthusiasts and fashion-forward consumers.
6. Sustainability: Adidas has been making efforts to improve its sustainability practices and has set ambitious targets for reducing its environmental footprint. They aim to use more sustainable materials and reduce waste throughout their supply chain.
7. Retail Presence: Adidas products are sold globally through various channels, including their own stores, authorized retailers, and online platforms.
8. Innovation: Adidas has a history of innovation in sportswear technology. They have introduced technologies such as Boost cushioning and Primeknit material for their footwear.

Adidas is recognized for its high-quality products, classic designs, and strong presence in both the sports and fashion industries.

As with the previous information, please note that the details provided are based on data available up to September 2021, and there might have been further developments since then.

Having taken into account the Voice mix, we can dive a bit deeper into Adidas’ strategies through the Channel Split bar chart above. Around $62.2M of MIV® was generated through Chinese social media channels Bilibili, RED, WeChat, Weibo, and most dominantly Douyin. The success of presenting sustainable coverage across these Asian platforms, not forgetting the prominence of Instagram as well with $111M overall, gives Adidas a competitive foundation worldwide.

New Balance

New Balance is another well-known sportswear brand that has gained popularity for its athletic footwear and apparel. Here’s some information about New Balance:

New Balance Athletics, Inc., commonly known as New Balance, is an American footwear and apparel company. It was founded in 1906 by William J. Riley as the “New Balance Arch Support Company” in Boston, Massachusetts, USA. The brand is known for its focus on producing high-quality athletic shoes with a strong emphasis on fit, comfort, and performance.

Key Points about New Balance:

1. Heritage and Innovation: New Balance has a long history in the footwear industry, and it has maintained a reputation for combining heritage craftsmanship with innovative technology. The company has continually evolved its designs and technology to meet the needs of athletes and consumers.
2. Unique Sizing System: One of the distinguishing features of New Balance is its wide range of shoe widths. They offer multiple width options for many of their shoe models, allowing customers to find a more personalized fit.
3. Lifestyle and Performance: While New Balance is well-known for its performance-oriented footwear, it has also gained popularity in the lifestyle and casual wear market with its retro-inspired designs.
4. Made in USA and UK: New Balance offers a “Made in USA” and “Made in UK” collection, which highlights their commitment to manufacturing some of their products domestically and in the United Kingdom, respectively.
5. Sponsorship: New Balance has signed endorsement deals with athletes from various sports, including track and field, baseball, and basketball, among others.
6. Sustainability: Like other sportswear brands, New Balance has been working towards improving its sustainability practices and reducing its environmental impact. They have introduced sustainable materials and eco-friendly initiatives.
7. Athletic Apparel: In addition to footwear, New Balance offers a range of athletic apparel, including performance-oriented clothing for running, training, and other sports.
8. Global Presence: New Balance products are sold worldwide through their own retail stores, authorized retailers, and online platforms.

New Balance’s commitment to quality, comfort, and fit has helped it carve a niche in the competitive sportswear market. The brand’s dedication to meeting the needs of athletes and consumers alike has contributed to its enduring popularity.

Again, please note that the information provided is based on data available up to September 2021, and there may have been further developments or changes since then.

Puma

Puma is another prominent sportswear brand with a long history in the athletic footwear and apparel industry. Here’s some information about Puma:

Puma SE, commonly known as Puma, is a German multinational corporation that was founded on October 1, 1948, by Rudolf Dassler. The company is headquartered in Herzogenaurach, Germany. Puma is renowned for its athletic and casual footwear, apparel, and accessories.

Key Points about Puma:

1. Logo and Slogan: Puma’s logo features a leaping Puma cat, also known as a cougar or panther, which represents agility and speed. The brand’s slogan is “Forever Faster,” reflecting its focus on performance and athleticism.
2. Sport and Lifestyle: Puma has a strong presence in both the sports and lifestyle markets. They offer a wide range of products, including athletic shoes for running, soccer, basketball, and lifestyle sneakers.
3. Collaboration and Partnerships: Puma is known for collaborating with various designers, celebrities, and brands to create limited-edition collections and exclusive releases. These partnerships help them stay relevant in the fashion and streetwear scenes.
4. Sports Endorsements: Puma has signed endorsement deals with notable athletes from different sports, including soccer (Neymar, Sergio Agüero), basketball (RJ Barrett), and track and field (Usain Bolt).
5. Performance Technologies: Puma has introduced various performance technologies in its footwear and apparel, such as the IGNITE foam for cushioning and energy return.
6. Sustainabilty: Puma has been making efforts to improve its sustainability practices and has set goals to reduce its environmental impact. They aim to use more sustainable materials and implement eco-friendly manufacturing processes.
7. Motorsport: Puma has a strong association with motorsports and has been involved in designing specialized footwear and apparel for Formula 1 and other racing events.
8. Retail Presence: Puma products are sold globally through Puma-branded stores, authorized retailers, and online channels.

Puma’s focus on performance, style, and innovation has made it a popular choice for athletes and consumers alike. The brand’s ability to balance sportswear functionality with fashion-forward designs has contributed to its success in the global market.

As always, please keep in mind that the information provided is based on data available up to September 2021, and there may have been further developments or changes since then.

Converse

Converse is an American shoe company that is well-known for its iconic Chuck Taylor All Star sneakers and casual footwear. Here’s some information about Converse and its presence in the sportswear market in Asia:

Converse:

Converse, officially known as Converse Inc., was founded in 1908 in Malden, Massachusetts, USA. The brand initially specialized in rubber-soled shoes and galoshes but gained significant popularity after introducing the iconic Chuck Taylor All Star basketball shoes in 1917. Over the years, Converse expanded its product line to include various casual footwear, apparel, and accessories.

Key Points about Converse:

1. Chuck Taylor All Star: The Chuck Taylor All Star is Converse’s most iconic and enduring product. Originally designed for basketball, it has become a timeless classic and a fashion staple, worn by people of all ages and backgrounds.
2. Acquisition by Nike: Converse faced financial challenges in the late 20th century, leading to its acquisition by Nike, Inc. in 2003. Under Nike’s ownership, Converse continued to operate as a separate brand.
3. Lifestyle Brand: While Converse has a sports heritage due to its basketball roots, it is primarily considered a lifestyle brand. The brand’s shoes and apparel are popular among casual wearers and streetwear enthusiasts.
4. Asia Market: Converse has a significant presence in the sportswear market in Asia. The brand’s trendy and casual designs have resonated with young consumers across the region.
5. Collaborations: Similar to other major sportswear brands, Converse collaborates with designers, artists, and musicians to create limited-edition collections and special releases. These collaborations help maintain the brand’s relevance and appeal in the Asian market.
6. Retail and E-commerce: Converse products are widely available in Asia through brick-and-mortar stores, department stores, and authorized retailers. Additionally, the brand has a strong e-commerce presence, allowing customers to purchase its products online.
7. Fashion and Streetwear: Converse’s versatile and stylish designs have made it a popular choice among fashion-conscious individuals and streetwear enthusiasts in Asia.

Converse’s unique blend of sportswear heritage and casual lifestyle appeal has contributed to its popularity and enduring relevance in the Asian market. Its classic designs, collaborations, and wide range of offerings have helped it maintain a strong presence in the region’s sportswear and fashion industries.

As with the previous information, please note that the details provided are based on data available up to September 2021, and there may have been further developments or changes since then.