Source of success of the most valuable sportswear brands in the world

This article focuses on the most valuable global sports brands, their strength, and factors that make them successful. There are many measures one can use to assess brand success. Brand strength, measured by the brand value or brand equity, specifically its growth, is the most visible one. For brand owners,a high brand strength is not an end in itself but a means to furthermarket expansion (sales increase) and market capitalization.This study aims to: (1) show changes in the value of the world’s most well-known sportswear brands;(2) outline the sales performance and P/BV ratio of companies that owe these brands;and (3) identify the source of their success. Detailed data which are quoted in this paper confirm the spectacular success of the most valuable global brands – unquestionable leaders among apparel brands. Their success is a result of a combination ofinternal (related to the development of the potential of brand owners' enterprises)and external (changing trends) factors. Among the external factors, the concept of ‘well-being’ should be mentioned as the focal point of modern life. Fitness and exercise are becoming more and more popular among people of all ages;thereforesporty looks and comfortable clothing are becoming a significant fashion trend. The rapidly growing demand is emerging as a factor in the dynamically developing entrepreneurship in athletic apparel, accessories and footwear, as reflected by the increasing value, or brand equity, of sportswear brands.Theresults presented in the paperare based on information obtained from official statistical sources,including Statista andEquityRT, as well as periodical rankings published by organizations and consulting companies such as WPP & Kantar and Interbrand. The studyreveals that until 2019 the growing value of the studied brandswas generally associated with a rise in sales revenues generated by thecompanies that owned these brands. 2020 was the only year for which the owners of the most valuable athleisure brands reported a decrease in sales – primarilydue to the COVID-19 pandemic. Nevertheless, their brand equity increased along with the growing P/BV ratio. It can be largely explained bythe changing dynamicsof demand in the sports apparel market driven by evolving lifestyle trends–notably, a rising interest in physical activity and its healthbenefits. © JPES.