Nike remains top sports brand despite decline in valuation

Nike remains the most valuable brand in the sports sector according to the Brand Finance Global 500 2026 report, despite a decline in its overall valuation. The company’s brand value fell 7.2% to $27.314 billion, following a 4% drop in revenue for the quarter ending in August and its removal from the S&P 100 in September.

While facing challenges regarding product innovation, distribution, and commercial strategy, Nike maintains a top-tier brand strength rating of AAA+.

In the same rankings, Adidas holds the 120th position, reflecting a shift toward long-term brand building under CEO Bjørn Gulden. Decathlon is ranked 226th, maintaining its status through a model of accessibility and international presence.