I think it is a surprise that Nike still holds the overall ranking in Men’s & Women’s Sports Apparel according to SGB Media (Sporting Goods Business Media). When you look at it closer and break it down by generations, men still rank Nike #1 no matter the generation/age. Women on the other hand have a much different look, with the Millennials (current ages 29-44) being the only generation ranking them in the top spot and the Gen Xers (45-60yr olds) have a much less favorable view, ranking them all the way down at 6th.
The lead for Nike in men’s apparel looks like it will not be changing any time soon, as the next competitors are way back, more than 25 points lower. Under Armour and Adidas fill that spot, tied. I was surprised to see Gymshark ranked #2 for the Gen Z (13-28yrs), way above other perennial world-wide brands like Puma and Champion (who, BTW, is hitting social media hard right now and has partnered again with Target for 2026). Champion’s new social media campaign includes amazing photographs of their classic casual apparel with a vintage, yet now, feel.
Lululemon is not a surprise to the women’s list ranking #1 or #2 in all generations, but alo is still surprising at #3, with the Millennials and Gen Xers still not showing it much love. I laughed at the #10 rank for the Gen X showing love, though little, for Reebok. Do you remember the Reebok Freestyle shoe? I guess I am not up with the times because Gymshark made the top 5 in the women’s as well and I just have to say that I have not recognized it’s apparel while out and about…will have to keep my eyes open .
I am still partial to Nike’s lines of smaller boutique apparel, the look of the Jordan brand and some of the more recent collabs from Puma. Willing to look around and give new things a try…wait for F2W’s retail offerings – coming soon.