Nike is the most well-known sports and outdoor online shop in the UK, albeit with tough competition. The American multinational corporation is recognized by 94 percent of internet respondents, just as much as the also first placed Adidas. Trailing behind with 93 precent brand awareness is the Greater Manchester-based JD Sports, followed by another British brand, Sports Direct.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.
Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023
Characteristic
Share of respondents
Nike
94%
adidas
94%
JD Sports
93%
Sports Direct
92%
Reebok
89%
Foot Locker
79%
Decathlon
64%
Regatta
64%
GO Outdoors
59%
Mountain Warehouse
57%
Evans Cycles
46%
Cotswold Outdoor
45%
Blacks
43%
Created with Highcharts 7.2.2Share of respondents94%94%94%94%93%93%92%92%89%89%79%79%64%64%64%64%59%59%57%57%46%46%45%45%43%43%41%41%39%39%27%27%23%23%21%21%21%21%20%20%NikeadidasJD SportsSports DirectReebokFoot LockerDecathlonRegattaGO OutdoorsMountain WarehouseEvans CyclesCotswold OutdoorBlackslululemonAmerican GolfWiggleSportsShoes.comtredzAngling DirectChain Reaction Cycles
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During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
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Statista. (September 12, 2023). Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023 [Graph]. In Statista. Retrieved April 04, 2025, from https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/
Statista. "Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023." Chart. September 12, 2023. Statista. Accessed April 04, 2025. https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/
Statista. (2023). Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023. Statista. Statista Inc.. Accessed: April 04, 2025. https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/
Statista. "Leading Sports and Outdoor Online Shops Ranked by Brand Awareness in The United Kingdom in 2023." Statista, Statista Inc., 12 Sep 2023, https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/
Statista, Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023 Statista, https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/ (last visited April 04, 2025)
Leading sports and outdoor online shops ranked by brand awareness in the United Kingdom in 2023 [Graph], Statista, September 12, 2023. [Online]. Available: https://www.statista.com/statistics/1341651/most-well-known-sports-and-outdoor-online-shops-in-the-uk/
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