The Swoosh Still Leads

The Story Behind the Visual

In a matter of weeks, I read two articles about Nike turning product bans into marketing triumphs. Neither of these were recent yet still talked about.

In 2013, Roger Federer’s orange-soled Wimbledon shoes broke the all-white dress code and were banned after one match — prompting Nike’s “One Match Wonders” ad and a sell-out. In the 1980s, red-and-black Air Jordans violated NBA rules, costing Michael Jordan $5,000 per game, a fine Nike gladly paid. Marketed as “banned” but wearable, they became an enduring icon. Decades later, these campaigns are still talked about.

This prompted a closer look at how Nike’s brand value compares to its closest rivals.

About the Data

Source: Brand Finance | Brand Directory Website | Top 50 Apparel Brands

I’d assumed Nike’s closest sporting rivals were Adidas and Puma — but Uniqlo and Lululemon also make the list.

This snapshot focuses only on sporting brands within the global top 20.

The Visual

Visual type: This time no graphs, just images.

Why it works: Images are also data, so they should be used sparingly and with purpose.

Visual Tip: Copying company logos directly from a website often leaves a white background that clashes with an off-white template. In Excel, use Picture Format → Remove Background to remove it. A great feature

Stay ahead with the latest in data visualisation — insights, tools, and trends delivered straight to your inbox.