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The brand value of Nike had increased year-on-year since 2010 and peaked at over ** billion U.S. dollars in 2023, but then decreased to **** billion U.S. dollars in 2025. In comparison, the adidas brand was valued at approximately **** billion U.S. dollars in 2025, which was an increase compared to the previous year after a decrease in 2024.

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 ** 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 ** U.S. dollars. The three stripes trademark was bought by adidas from another sportswear company in the early . The design used to belong to a Finnish brand called Karhu, but they sold the logo for a small fee that included * bottles of whiskey.