Wilson ranked 21st on Brand Keys’ 25th Annual Survey of the Top 100 Most Patriotic Brands, the highest of any brand in the sporting goods industry.
Among other industry brands, New Balance landed at 32; Nike, 40; Gatorade, 44; Dick’s Sporting Goods, 56; Converse, 57; Smith & Wesson, 64; Patagonia, 68; L.L. Bean, 72; and Remington, 91.
Among more mainstream retailers, the leading brand that Americans feel best embodies the value of “patriotism” was Amazon, ranked at 6; followed by Walmart, 7; Macy’s, 36; Target, 45; Old Navy, 58; Gap, 69; Costco, 74; and CVS, 81. Among other apparel brands, Levi’s ranked 4, Ralph Lauren, 9; Wrangler, 17; and J. Crew, 88.
The list also included several sports leagues and teams. The NFL ranked 23; MLB, 31; NBA, 46; New York Yankees, 51; New England Patriots, 63; Philadelphia 76ers, 66; and Dallas Cowboys, 67. NASCAR ranked at 98.
“As we gear up for the 250th party, more brands are viewed through a political lens — and authentic patriotism is more important than ever,” said Robert Passikoff, president of Brand Keys. “When a brand truly embodies patriotism, it goes beyond marketing-as-usual and holiday sales. It taps into a deep well of shared history, pride, and purpose, driving stronger loyalty, consumer engagement, and better behavior in the marketplace.”
The Top 100 Most Patriotic Brands spanned 14 consumer categories, with nearly half (45 percent) falling into food & beverage, apparel & footwear, and media & broadcasting.
“Brands that authentically reflect American values forge deeper loyalty by connecting with customers’ heritage, national pride, cultural identity, lifestyle and traditions — not just through products or holiday promotions,” noted Passikoff.
“Politicians talk about patriotism; brands prove it,” he said. “As America turns 250, patriotism isn’t just a celebration of our history; it’s a test of authenticity. Brands that can believably embody what America aspires to be — innovative, resilient, and united — will lead the next era of brand loyalty and profitability.”
For 2026, the Top 20 most patriotic brands in this year’s survey include:
- Jeep
- Coca-Cola
- Ford
- Levi Strauss
- Disney
- Amazon
- Walmart
- Hershey’s
- Ralph Lauren
- Weather Tech
- Harley Davidson
- ChatGPT
- Apple
- American Express
- Gillette
- McDonald’s
- Wranger
- Jack Daniels
- Dunkin’
- KFC
Methodology
This year’s survey, conducted among 9,720 consumers ages 18 to 65, balanced across the nine U.S. Census regions for gender and political affiliation, evaluated 1,200 brands across 120 categories using emotional, psychological and higher-order statistical analytics. “We used this market-proven, independently validated approach to isolate and quantify the single value, patriotism,” said Passikoff. “Then we ranked them according to the percent contribution they make to brand engagement and loyalty. The results correlate extraordinarily highly with positive consumer behavior, sales, and brand profitability.”
Image courtesy Wilson Sporting Goods
