Adidas to claim further market share from Nike in 2025

Adidas is forecast to remain one of the biggest winners within the global apparel market in 2025, stealing market share from Nike, as the continued success of its Adidas Originals lines continue to boost sales.

That’s according to data and analytics firm GlobalData, which cites tough economic conditions and consumers’ discerning shopping habits as "continuing to cause significant disparity in the performance of apparel brands in 2025".

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

"Adidas’ market share is estimated to rise 0.1 percentage points (ppts) to 1.9% in 2025, driven by the continued popularity of its Originals lines and the success of its performance footwear.

"Elsewhere within sportswear, New Balance and Skechers are also expected to gain share, bolstered by their versatility, alongside their high profile athlete and brand partnerships.

"These sportswear players will continue to take share from Nike, which is forecast to see the biggest drop overall, falling 0.3ppts to 2.6%. A combination of a lag in innovation and weaker style credentials have caused this decline.

"Although the recent delay of NikeSWIMS will not help the brands’ situation, it is now focusing on its performance categories and its athlete strategy to help it return to growth."

In terms of mass market fashion brands, GlobalData expects Shein to continue gaining significant market share in 2025, with its low cost products and ability to capitalise quickly on trends helping it to keep stealing share from competitors. It is forecast to grow 0.1ppts to 1.7%.

While ZARA is expected to maintain a flat market share, and H&M is forecast to fall 0.1ppts to 1.0%, Uniqlo is expected to be another retailer gaining market share as 2025 rolls on.

Ljubojevic said: "Uniqlo is also predicted to win big this year, with its market share forecast to rise 0.1ppts to 1%, as its timeless designs and good quality products resonate with consumers seeking value for money."

On the luxury front, Hermès is forecast to buck the trend of the wider slowdown, with an estimated 2025 market share increase of 0.03ppts to 0.59%, while Gucci is predicted to lose out as its market share is forecast to fall 0.10ppts to 0.28%.

Ljubojevic added: "Similarly, Louis Vuitton is forecast to lose 0.05ppts of market share to reach 0.85%, as it particularly loses younger luxury consumers to brands like Prada and Miu Miu, which offer more trendy aesthetics."

Information is based on GlobalData’s Apparel Intelligence Centre, and market shares are calculated from global apparel sales for the calendar year.