Adidas to gain on Nike in 2025 as market shifts: report

New Balance and Skechers are also expected to gain.

Adidas is set to gain market share in 2025, taking a lead over Nike as tough economic conditions and price-conscious consumers reshape the global apparel industry, according to GlobalData.

The data firm forecasts Adidas’ share will rise by 0.1 percentage points to 1.9%, driven by strong demand for its Originals and performance footwear.

Nike, meanwhile, is expected to drop 0.3 points to 2.6%, due to slower innovation and weaker fashion appeal. The delayed NikeSKIMS launch has added to its challenges, though the brand is now refocusing on performance and athlete-led marketing.

“Brands that can quickly react to trends and offer good value for money will have the opportunity to gain share, whereas those that are unable to compete on price or style are forecast to lose out,” said Tom Ljubojevic, apparel analyst at GlobalData.

Other sportswear brands like New Balance and Skechers are also expected to gain, benefiting from versatility and celebrity partnerships.

Fast-fashion giant Shein is set to grow its share by 0.1 points to 1.7%, maintaining momentum with low prices and fast trend adoption, despite slower growth.

Uniqlo is also forecast to gain 0.1 points to reach 1.0%, thanks to its simple, high-quality products. Zara’s share will hold steady, but H&M is set to drop 0.1 points to 1.0% due to weaker designs and pricing pressure from Shein.

In luxury, Hermès is projected to increase its share slightly to 0.59%, supported by a wealthy customer base unaffected by economic slowdowns. Gucci will lose 0.1 points, falling to 0.28%, as its recent minimalist collections fail to resonate. Louis Vuitton is also expected to decline by 0.05 points to 0.85%, losing younger shoppers to more fashion-forward brands like Prada and Miu Miu.