EXEC: UBS Survey Provides Upbeat Tackle Global Energetic Lifestyle Sector; Adidas and Nike Battle for Top Spot

UBS Evidence Lab’s eleventh Annual Global Sportswear Survey of three,000 customers provided a bullish view, with many mainstream manufacturers rating excessive on buy intention and model notion, whereas many up-and-coming manufacturers nonetheless have low model consciousness, indicating important potential for progress.

Overall, UBS analysts, led by Jay Sole, mentioned the survey suggests international athletic put on income in 2026 will enhance by double digits. He wrote within 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 latest analysis indicating that 85 p.c of adults mentioned well being & wellness is a high precedence, but solely 13 p.c really feel glad with their well being. 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 on-line survey of three,013 customers was carried out between August 17, 2025, and October 17, 2025, throughout the next nations: China (1,013), Germany (500), the U.Okay. (500), and the U.S. (1,000). The model outcomes look like closely weighted towards Chinese client responses.

Key areas explored included model consciousness, buy intentions, model perceptions, and conversion and loyalty. Other features explored included every model’s popularity for high quality, status, innovation, sustainability, style, and affordability. Fashion, in addition to whether or not they’re good for informal or good for sport.

Purchase Intentions
The survey discovered that international customers’ buy intentions for a lot of mainstream athletic manufacturers are up for each athletic attire and athletic footwear in contrast with the year-ago survey.

When requested which manufacturers they plan to buy athletic attire from inside the subsequent 12 months, the highest manufacturers amongst all international respondents have been Adidas, cited by 62 p.c; adopted intently by Nike, 53 p.c; after which Puma, 16 p.c; Under Armour, 14 p.c; North Face and New Balance, each at 13 p.c; Lululemon, 12 p.c; Fila and Li-Ning, 11 p.c; and Air Jordan, 10 p.c.

In the U.S., buy intention for athletic attire was led by Nike, 57 p.c; adopted by Adidas, 51 p.c; Under Armour, 21 p.c; Puma, 17 p.c; Lululemon and New Balance, tied at 14 p.c; Champion, 13 p.c; North Face and Reebok, each 12 p.c, and Air Jordan, 11 p.c.

In the athletic footwear class, Nike was the highest model international customers deliberate to buy inside the subsequent 12 months, at 49 p.c; adopted by Adidas, 41 p.c; New Balance, 17 p.c; Puma, 14 p.c; Air Jordan, 13 p.c; Asics, 12 p.c; Anta and Skechers, each 10 p.c; Li-Ning, 9 p.c, and Converse, 8 p.c.

In the U.S., manufacturers customers plan to buy athletic footwear from inside the subsequent 12 months have been led by Nike, 48 p.c; Adidas, 33 p.c; New Balance, 19 p.c; Air Jordan and Puma, 15 p.c; Skechers, 15 p.c; Reebok, 11 p.c; Asics and Under Armour, every 10 p.c; and Brooks, 8 p.c.

Brand Perception
Asics positioned first within the survey’s “brand perception” rating, with 55 p.c of world customers saying their impression of Asics has gotten “much better” or “somewhat better,” in comparison with “somewhat worse” or “much worse.” Asics was adopted within the Top 10 by Xtep (54 p.c), 361 Degrees (53 p.c), Descente (51 p.c), Arc’teryx (51 p.c), Hoka (49 p.c), Nike (48 p.c), and Rip Curl, Sketchers and The North Face (all 47 p.c).

In the U.S., Brooks, On and Rip Curl tied for first within the rating of “brand perception” with 60 p.c of U.S. customers noting their impression of these three manufacturers has gotten “much better” or “somewhat better” in comparison with “somewhat worse” or “much worse.” The remaining Top 10 within the U.S. included Crocs (55 p.c), Vans (54 p.c), Hoka (51 p.c), Timberland (50 p.c), The North Face (49 p.c), Air Jordan (47 p.c), and Nike (46 p.c).

Aided Awareness
Adidas ranked highest in aided consciousness amongst international respondents at 92.7 p.c, adopted intently by Nike at 91.3 p.c. Puma’s aided consciousness globally was at 70.6 p.c, New Balance. 62.7 p.c; Reebok, 58.6 p.c; Air Jordan, 53.4 p.c; Under Armour, 53.1 p.c; Converse, 53.0 p.c; Fila 52.8 p.c; and Asics, 50.0 p.c.

In the U.S., the Top 10 manufacturers in aided consciousness have been Adidas, 92.5 p.c; Nike, 90.4 p.c; Puma, 73.4 p.c; Reebok, 72.8 p.c; New Balance, 68.2 p.c; Under Armour, 64.9 p.c; Converse, 62.5 p.c; Champion, 62.0 p.c; Skechers, 57.2 p.c; and Asics, 53.5 p.c.

Among main out of doors manufacturers, The North Face’s aided consciousness was 48.6 p.c globally and 44.5 p.c within the U.S.; Columbia, 30.7 p.c globally and 47.2 p.c within the U.S.; Timberland, 31.2 p.c globally and 38.7 p.c within the U.S.; and Arc’teryx, 20.5 p.c globally and seven.2 p.c within the U.S.

Among different main working manufacturers, Brooks’ aided consciousness was 25.3 p.c globally and 35.1 p.c within the U.S.; Hoka, 19.6 p.c globally and 27.1 p.c within the U.S.; Saucony, 16.7 p.c globally and 26.7 p.c within the U.S.; On Running, 15.3 p.c globally, 13.0 p.c U.S.; and Mizuno, 14.3 p.c globally, 11.6 p.c within the U.S.

Other findings primarily based on the survey of U.S. customers:

• Conversion Rate: The high ten manufacturers ranked by conversion charge (measuring how a lot customers who’ve purchased a model as soon as of their lifetime purchased the model at the very least as soon as within the final 6 months) amongst U.S. respondents have been Nike, 71 p.c; Lululemon, 61 p.c; Adidas and Air Jordan, each 59 p.c; Hoka , 58 p.c; Under Armour, 54 p.c; Fabletics, Brooks, On Running and Skechers, all 50 p.c.
• Loyalty Rate: The high ten manufacturers ranked by loyalty charge (measures how a lot customers purchased a model greater than some other vs. how a lot customers purchased a model at the very least as soon as within the final 12 months) ” amongst U.S. respondents have been Nike, 71 p.c; Skechers, 50 p.c; Brooks, 49 p.c; New Balance, 41 p.c; Asics, 35 p.c; Adidas, 32 p.c; Lululemon, 29 p.c; Under Armour, 27 p.c; On Running and Saucony, each 24 p.c;.
• NPS (Net promoter rating): Nike was ranked first amongst U.S. respondents in web promoter rating (a measurement of how doubtless is it that somebody would suggest (model title) to a buddy or colleague) with a rating of 53 p.c. The remaining eight within the top-ten rankings have been Hoka, 49 p.c; Brooks, 44 p.c; Adidas, North Face and Lululemon, all 38 p.c; Under Armour and On Running, 37 p.c; and Timberland, 35 p.c.
• Good for Sports: The top-ten manufacturers seen as “good for doing sports” amongst U.S. respondents have been Gymshark, cited by 60 p.c; Nike, 57 p.c; Under Armour, 56 p.c; Adidas, 51 p.c; Reebok, 49 p.c; Hoka, 46 p.c; On Running and Mizuno, 45 p.c; Fabletics, 43 p.c; and Lululemon, 42 p.c.

 

Image courtesy Adidas