Brands/Sport
Sport
The sportswear giants and how they hold their place, then the smaller brands that found a sport or a city the giants had left alone.
13 of 20 brands written·Nike is open to everyone·Sources on every page
The big names · 10
- 1964NikeSport's loudest brand, built on other people's fame and factories
- 1949MemberAdidasThe three stripes, listed in Frankfurt and run by Bjørn Gulden
- 1948MemberPumaThe other Dassler brand, shrinking on purpose, with Anta moving in
- 1906MemberNew BalanceThe Davis family's private brand, grey shoes and an N on the side
- 1998MemberLululemonThe Vancouver yoga-wear giant, now run by two interim chiefs
- 1996MemberUnder ArmourBaltimore's performance shirt, now in its second Kevin Plank era
- 1949MemberAsicsKobe's running house, and the Onitsuka Tiger it brought back
- Member · Coming soonThe North Face
- 1973MemberPatagoniaOutdoor kit whose owners are a trust and a climate charity
- 1976MemberDecathlonFrance's own-label sports giant, remade by Wolff Olins in 2024
Small and new, from India · 5
Small and new, from elsewhere · 5
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The bottles everyone knows and the packs that broke the shelf
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