UBS Evidence Lab’s 11th Annual Global Sportswear Survey of 3,000 consumers offered a bullish view, with many mainstream brands ranking high on purchase intention and brand perception, while many up-and-coming brands still have low brand awareness, indicating significant potential for growth.

Overall, UBS analysts, led by Jay Sole, said the survey suggests global athletic wear revenue in 2026 will increase by double digits. He wrote in the report, “We see two reasons for the y/y improvement: 1) The industry has finally lapped the post-COVID/post-stimulus hangover; 2) The ongoing trend toward health & wellness.”

Sole cited recent research indicating that 85 percent of adults said health & wellness is a top priority, yet only 13 percent feel satisfied with their health. Sole wrote, “We believe this gap will drive more consumers to exercise. We view brands selling premium, innovative products to fitness enthusiasts such as ONON [On Holdings], DECK [Deckers Outdoor] and UAA [Under Armour] as best positioned.”

This online survey of 3,013 consumers was conducted between August 17, 2025, and October 17, 2025, across the following countries: China (1,013), Germany (500), the U.K. (500), and the U.S. (1,000). The brand results appear to be heavily weighted toward Chinese consumer responses.

Key areas explored included brand awareness, purchase intentions, brand perceptions, and conversion and loyalty. Other aspects explored included each brand’s reputation for quality, prestige, innovation, sustainability, fashion, and affordability. Fashion, as well as whether they’re good for casual or good for sport.

Purchase Intentions
The survey found that global consumers’ purchase intentions for many mainstream athletic brands are up for both athletic apparel and athletic footwear compared with the year-ago survey.

When asked which brands they plan to purchase athletic apparel from within the next 12 months, the top brands among all global respondents were Adidas, cited by 62 percent; followed closely by Nike, 53 percent; and then Puma, 16 percent; Under Armour, 14 percent; North Face and New Balance, both at 13 percent; Lululemon, 12 percent; Fila and Li-Ning, 11 percent; and Air Jordan, 10 percent.

In the U.S., purchase intention for athletic apparel was led by Nike, 57 percent; followed by Adidas, 51 percent; Under Armour, 21 percent; Puma, 17 percent; Lululemon and New Balance, tied at 14 percent; Champion, 13 percent; North Face and Reebok, both 12 percent, and Air Jordan, 11 percent.

In the athletic footwear category, Nike was the top brand global consumers planned to purchase within the next 12 months, at 49 percent; followed by Adidas, 41 percent; New Balance, 17 percent; Puma, 14 percent; Air Jordan, 13 percent; Asics, 12 percent; Anta and Skechers, both 10 percent; Li-Ning, 9 percent, and Converse, 8 percent.

In the U.S., brands consumers plan to purchase athletic footwear from within the next 12 months were led by Nike, 48 percent; Adidas, 33 percent; New Balance, 19 percent; Air Jordan and Puma, 15 percent; Skechers, 15 percent; Reebok, 11 percent; Asics and Under Armour, each 10 percent; and Brooks, 8 percent.

Brand Perception
Asics placed first in the survey’s “brand perception” ranking, with 55 percent of global consumers saying their impression of Asics has gotten “much better” or “somewhat better,” compared to “somewhat worse” or “much worse.” Asics was followed in the Top 10 by Xtep (54 percent), 361 Degrees (53 percent), Descente (51 percent), Arc’teryx (51 percent), Hoka (49 percent), Nike (48 percent), and Rip Curl, Sketchers and The North Face (all 47 percent).

In the U.S., Brooks, On and Rip Curl tied for first in the ranking of “brand perception” with 60 percent of U.S. consumers noting their impression of those three brands has gotten “much better” or “somewhat better” compared to “somewhat worse” or “much worse.” The remaining Top 10 in the U.S. included Crocs (55 percent), Vans (54 percent), Hoka (51 percent), Timberland (50 percent), The North Face (49 percent), Air Jordan (47 percent), and Nike (46 percent).

Aided Awareness
Adidas ranked highest in aided awareness among global respondents at 92.7 percent, followed closely by Nike at 91.3 percent. Puma’s aided awareness globally was at 70.6 percent, New Balance. 62.7 percent; Reebok, 58.6 percent; Air Jordan, 53.4 percent; Under Armour, 53.1 percent; Converse, 53.0 percent; Fila 52.8 percent; and Asics, 50.0 percent.

In the U.S., the Top 10 brands in aided awareness were Adidas, 92.5 percent; Nike, 90.4 percent; Puma, 73.4 percent; Reebok, 72.8 percent; New Balance, 68.2 percent; Under Armour, 64.9 percent; Converse, 62.5 percent; Champion, 62.0 percent; Skechers, 57.2 percent; and Asics, 53.5 percent.

Among major outdoor brands, The North Face’s aided awareness was 48.6 percent globally and 44.5 percent in the U.S.; Columbia, 30.7 percent globally and 47.2 percent in the U.S.; Timberland, 31.2 percent globally and 38.7 percent in the U.S.; and Arc’teryx, 20.5 percent globally and 7.2 percent in the U.S.

Among other major running brands, Brooks’ aided awareness was 25.3 percent globally and 35.1 percent in the U.S.; Hoka, 19.6 percent globally and 27.1 percent in the U.S.; Saucony, 16.7 percent globally and 26.7 percent in the U.S.; On Running, 15.3 percent globally, 13.0 percent U.S.; and Mizuno, 14.3 percent globally, 11.6 percent in the U.S.

Other findings based on the survey of U.S. consumers:

  • Conversion Rate: The top ten brands ranked by conversion rate (measuring how much consumers who have bought a brand once in their lifetime bought the brand at least once in the last 6 months) among U.S. respondents were Nike, 71 percent; Lululemon, 61 percent; Adidas and Air Jordan, both 59 percent; Hoka , 58 percent; Under Armour, 54 percent; Fabletics, Brooks, and On Running and Skechers, all 50 percent.
  • Loyalty Rate: The top ten brands ranked by loyalty rate (measures how much consumers bought a brand more than any other vs. how much consumers bought a brand at least once in the last 12 months) ” among U.S. respondents were Nike, 71 percent; Skechers, 50 percent; Brooks, 49 percent; New Balance, 41 percent; Asics, 35 percent; Adidas, 32 percent; Lululemon, 29 percent; Under Armour, 27 percent; and On Running and Saucony, both 24 percent;.
  • NPS (Net promoter score): Nike was ranked first among U.S. respondents in net promoter score (a measurement of how likely is it that someone would recommend (brand name) to a friend or colleague) with a score of 53 percent. The remaining eight in the top-ten rankings were Hoka, 49 percent; Brooks, 44 percent; Adidas, North Face and Lululemon, all 38 percent; Under Armour and On Running, 37 percent; and Timberland, 35 percent.
  • Good for Sports: The top-ten brands seen as “good for doing sports” among U.S. respondents were Gymshark, cited by 60 percent; Nike, 57 percent; Under Armour, 56 percent; Adidas, 51 percent; Reebok, 49 percent; Hoka, 46 percent; On Running and Mizuno, 45 percent; Fabletics, 43 percent; and Lululemon, 42 percent.

 

Image courtesy Adidas