Nike, Adidas, Under Armour and the Wild World of Apparel Sponsorships
- April 17, 2024
- SponsorPulse Staff
In the fierce landscape of professional sports, competition extends far beyond the playing field—it permeates the bustling market of apparel sponsorships. Rife with rivalry, the apparel sector is the epicenter of a high-stakes battle among brands striving to secure up to billion-dollar deals with major leagues and athletes.
Let’s Dive Into the Wild World of Apparel Sponsorships
Titans of Sponsorship: Nike and Adidas Lead the Way
Among the industry titans, Nike and Adidas have consistently demonstrated GOAT status with the profound impact of their sponsorship endeavors. Of more than 30 unique categories measured by SponsorPulse, apparel brands are among the top three in achieving reach and impact. Nike and Adidas, specifically, are among the top three performers generating best-industry outcomes through their sponsorship investments. These brands are not merely engaging in the marketing minor leagues, but are crafting narratives that resonate deeply with audiences worldwide. The Nike sponsorship model, in particular, has become synonymous with innovation and greatness, fostering a community that transcends the boundaries of sport.
Similarly, Adidas sponsorship campaigns have masterfully blended culture, sport, and fashion to forge an indelible mark on the global consciousness. Just look at what the German apparel brand has achieved in its longstanding partnership with Premier League icon, Manchester United. While the Premier League’s popularity surges in Europe, the impact of the sponsorship reaches stateside. Among Americans who’ve engaged with the team, 39% are Adidas brand users, while only 33% support Nike and Under Armour. When it comes to Americans engaged with the Premier League as a whole, Adidas has the highest opportunity score when compared to competitors as well.
The Power of Personal Brands
Now more than ever before, apparel companies are leveraging the colossal influence of athlete’s and celebrity's personal brands to fuel visibility and appeal. While Nike, for example, has been a trailblazer in marrying apparel sponsorship with athletic endorsement (hello, Jordans!), other brands are nipping at its heels.
New Balance, traditionally seen as a dark horse in the race, has made significant strides with recent high-profile signings, such as NBA star Kawhi Leonard and baseball sensation Shohei Ohtani. Regarding the enigmatic Leonard, SponsorPulse celebrity data shows that 47% of Americans are aware of him, 52% of whom like him. Ohtani, on the other hand, while slightly lesser known at 36%, borders on beloved among those who are aware of him, at 73% likability. These moves underscore a broader trend where apparel giants seek to amalgamate the allure of sports excellence and celebrity charisma with their branding strategies.
The Ripple Effect: Under Armour, Puma, and Skims Enter the Ring
Imitation is a form of flattery. The effectiveness of the Nike and Adidas sponsorship strategies is reflected in their ability to not only achieve mass sponsor awareness while influencing consumer attitudes and behaviors, but also drive their competition to follow in their footsteps.
Inspired by the success of Nike and Adidas, brands like Under Armour, Puma, and the emergent Skims are crafting their narratives, seeking to leverage the power of sponsorships in carving their niches within the competitive landscape. Each brand brings its unique approach to the table, from highlighting resilience and determination to combining heritage with contemporary cool. Take the Skims X NBA partnership, for example. While one may not immediately see the connection between the $4B shapewear brand and the NBA, both are inherently culturally relevant, celebrating diversity and inclusivity at their core.
Dive Deeper with our Benchmark Report
As the landscape continues to evolve, the race for dominance in the apparel sponsorship arena promises to bring forth innovative strategies, exciting partnerships, and transformative impact.
Log in or Sign Up for Free to access our Benchmark Report today to gather further insights about the evolving realm of apparel sponsorship.
