Nike, Wilson Sporting Goods, LL Bean, Gatorade, New Balance, Converse, and Dick’s Sporting Goods all earned spots on the Brand Keys 24th Annual Most Patriotic Brands survey of the Top 50 U.S.-based brands that embody the value “patriotism.”

The NFL, NBA and MLB also made the list.

  • Among active lifestyle brands, Nike was the top-ranked patriotic brand (No. 12), up from No. 22 last year.
  • Wilson’s Sporting Goods is ranked No. 29 (up from No. 36 in 2024)
  • LL Bean, No. 30, is down from No. 33 in 2024
  • Gatorade, No. 32 is down from No. 35 in 2024
  • New Balance landed at No. 40 after ranking at No. 27 in 2024.
  • Converse is ranked at No. 42, up from No. 45 in 2024.
  • Dick’s Sporting Goods made the list for the first time at No. 50.

Among sports leagues, the NFL ranked 20th, the NBA ranked 21st and MLB ranked 39th.

Released annually ahead of the Fourth of July holiday, the Brand Keys 2025 Most Patriotic Brands survey is based on a sample of 7,460 consumers, aged 18 to 65 years, balanced for gender and political affiliation, assessing 1,350 brands across 140 B2C, B2B and D2C categories.

The company used psychological and higher-order statistical analyses to isolate and quantify the single value of “patriotism.”

Brand Keys said the metrics are independently validated to correlate highly with sales and profits.

“With consumers viewing everything through a political lens, the value of patriotism is more important than ever,” noted Robert Passikoff, president of Brand Keys, the New York-based brand loyalty research firm. “A brand that truly resonates the value’ patriotism,’ taps into a deep well of shared identity, cultural pride, and collective values that significantly strengthen consumer loyalty and positive brand behavior.”

The Top 50 U.S.-based brands that embody the value of “patriotism” in 2025, ranked against 2024:

  1. Jeep (no change)
  2. Ford (no change  )
  3. Coca-Cola (up 1)
  4. Levi Strauss (down 1)
  5. Apple (up 3)
  6. Walmart (no change)
  7. Disney (down 2)
  8. Harley Davidson (down 1)
  9. Amazon (up 1)
  10. Ralph Lauren (up 2)
  11. Jack Daniels (down 2)
  12. Nike (up 10)
  13. Hershey’s (down 2)
  14. Dunkin’ (no change)
  15. McDonald’s (up 10)
  16. Wrangler (down 3)
  17. American Express (down 2)
  18. Colgate (down 2)
  19. Pepsi Cola (up 3)
  20. NFL (up 9)
  21. NBA (up 9)
  22. Home Depot (up 27)
  23. John Deere (up 15)
  24. Weather Tech (up 2)
  25. AT&T (up 12)
  26. FOX News (down 3)
  27. Kellogg’s (down 6)
  28. Gillette (up 4)
  29. Wilson Sporting Goods (up 7)
  30. LL Bean (up 3)
  31. MSNBC (down 13)
  32. Gatorade (up 3)
  33. Kraft Heinz (up 7)
  34. KFC (up 5)
  35. Macy’s (up 6)
  36. USAA (up 10)
  37. Target (down 3)
  38. Jersey Mike’s Subs (new)
  39. MLB (down 9)
  40. New Balance (down 13)
  41. Ball Park Franks (Tyson, New)
  42. Converse (up 3)
  43. Costco (no change )
  44. Trader Joe’s (new)
  45. Revlon (up 4)
  46. Weber Grills (up 2)
  47. Campbell’s (new)
  48. GM (new)
  49. Whirlpool (new)
  50. Dick’s Sporting Goods (new)

Image courtesy Nike