One of the most popular and beloved athletic footwear and apparel brands in the world is Nike. Founded by Bill Bowerman and Phil Knight in 1964, Nike also sells products under its Air Jordan brand and its Converse subsidiary. It is a well-known fact that the company sponsors a lot of high-profile athletes and sports teams.
Over the years, Nike has become a brand that is regarded as a status symbol in modern urban fashion and hip-hop fashion. With people consuming the products the company delivers, it has ventured into introducing leggings, sweatpants, crop tops, and so much more. It was recently ranked as the number 1 fashion brand for influencer marketing in the United States in 2024.
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Nike beats Louis Vuitton and Adidas to be on the top thanks to 22,000 influencers
According to reports by Traackr, Nike has been named the No. 1 fashion brand for influencer marketing in the United States in 2024. The platform calculates/scores the brands on the rating system known as Brand Vitality Score which goes on to measure the brand’s performance based on influencer content.
Nike’s VIT score was 967,000; now this influencer content is judged based on its engagement and the quality of content. Nike has managed to garner around 84,300 social media mentions in addition to 257 million engagements. Following it behind was another luxurious brand, Louis Vuitton, with an 803,000 VIT score. Adidas lands up at the sixth spot with a 622,000 VIT score, with Dior taking up the third spot with 750,000 and Chanel with a 642,000 score.
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Luxury brands depend upon celebrity content
Kayla Quock, director of brand marketing for Traackr, shared with Fashion Dive that luxurious brands heavily rely upon content, including celebrities or influencers. She said,
While they partner with fewer influencers, they have a large reach and still earn high. With this focus on VIPs, luxury brands are likely more focused on brand awareness and positioning.
Surprisingly, Adidas, which ranked sixth in the United States, was ranked the top in the United Kingdom. Nike was ranked fourth in the UK. It can be understood that even though the influencer content varies from state to kingdom, the consumption of luxury brands remains the same.
