As if to put a tick, or indeed a Swoosh, on the fact that the biggest trend of late has been for sportswear as daywear – whether that be literal or as a sportswear influence in the runway collections – Nike has been named as the most valuable apparel brand of 2015, beating Louis Vuitton and Hermès in the ranking by market research organisation, Millward Brown.
See the list here.
Ranking at number 28, Nike also beat Zara, Ralph Lauren, Hugo Boss and even H&M, whose sportswear-fashion hybrid collection with Alexander Wang was one of 2014’s fashion highlights.
Elsewhere on the chart, Apple took the top spot, regaining it from Google. Louis Vuitton was the number one luxury brand, 32nd overall, last year’s 30th place beating Nike’s 34th, with Hermès at 55. Whilst Nike was first in the apparel list, its closest rival Adidas only managed to grab seventh position.
In October 2014, Nike hosted a New York fashion show attending by the likes of supermodel Karlie Kloss, with editors flown in from all over the world. Fashion editors, who will wear their Nike Air Max to the office in the way they used to their Louboutins. Adidas, in collaboration with Kanye West, had the most star-studded turn out of New York Fashion Week’s autumn/winter 2015 shows and sparked a frenzy – even David and Brooklyn Beckham arguing over who was cooler in their ‘Yeezys’.
It could be that the growth in well-being and exercise focus has finally moved the sportswear market into competing with our more everyday clothing, the cult status that certain Nike products have taken in recent years (their Huaraches for example, or the resurgence of Air Max), or it could be that we are about to see fashion shift into a much more comfortable, air-cushioned era.
Mikael Jack – Fashion Features Editor
Images: dazeddigital, solesupplier & Nike