Nike Has Fewer Strongholds Among Global Consumers

Sportwear giants Nike and Adidas have been leading the global market for years. Looking at the most recent survey data from Statista's Consumer Insights on shopping behavior in 32 countries, customers are more likely to say that they had bought Adidas products in the past three months.

However, buyers in the important U.S. market still favor Nike to a somewhat higher degree. This is also the case in Australia, France and Benelux countries as well as the Philippines and South Korea.

Adidas meanwhile gathers more customers in its home market of Germany and in most other European nations, including Spain, Italy, Poland and Scandinavian countries. In the United Kingdom, the same share of shoppers said they had bought something from Adidas as had bought something from Nike.

Considering revenue, Nike is squarely ahead of Adidas. In the fiscal year of 2025, the U.S. corporation brought in more than $45 billion, while Adidas revenues stayed below $30 billion. While both companies saw their revenues decrease in the first Covid year of 2020, Adidas was battling falling sales also in 2023. For Nike, 2025 numbers and those newly released for its fiscal year 2026 (which ended May 31) show revenues that stayed below their 2024 peaks.