As the success of its Adidas Originals collections continues to drive sales, Adidas is expected to overtake Nike as one of the major winners in the global garment industry in 2025.
According to data and analytics company GlobalData, in 2025, customers’ discriminating buying habits and challenging economic conditions will continue to significantly affect the business of clothing brands.
Adidas’ market share is predicted to increase by 0.1 percentage points (ppts) to 1.9% in 2025 as a result of the success of its performance footwear and the ongoing appeal of its Originals collections.
Because of their adaptability and well-known athlete and brand relationships, New Balance and Skechers are also anticipated to increase their market share in the sportswear industry.
These athletic companies will keep stealing market share from Nike, which is predicted to experience the largest decline overall, dropping 0.3 percentage points to 2.6%. This collapse has been brought on by a combination of a lack of innovation and a decline in style credentials.
Nike is currently concentrating on its performance categories and athlete strategy to assist its return to growth, even though the recent delay of NikeSWIMS would not help the brand’s condition.
According to GlobalData, Shein will continue to earn a sizable portion of the mass market fashion brand market in 2025 thanks to its affordable goods and swift trend-spotting. Growth of 0.1 percentage points to 1.7% is anticipated.
As 2025 progresses, Uniqlo is also expected to do well this year, with its market share expected to increase by 0.1 percentage points to 1% as customers looking for good value are drawn to its classic designs and high-quality goods, while Zara is predicted to keep its market share constant and H&M to drop 0.1 percentage points to 1.0%.
With a projected 2025 market share growth of 0.03 percentage points to 0.59%, Hermès is expected to outperform the overall slowdown in the luxury industry, while Gucci is expected to lose ground as its market share is expected to decline by 0.10 percentage points to 0.28%.
In a similar vein, Louis Vuitton is predicted to lose 0.05 percentage points of its market share to reach 0.85% because it loses younger luxury buyers to more fashionable brands like Prada and Miu Miu.
