According to the BrandZ study conducted by Kantar Millward Brown, the brand value of Adidas increased by 50 percent to USD 12.456 billion compared to 2017. This value is sufficient to enter position 100.
Apart from Adidas, Nike is the only sporting goods manufacturer to make the list. With a brand value of 38.479 billion dollars (+ 13 percent), the US company ranks 29th, but loses three places compared to the previous year.
Chinese brands are the big winners of the year: The technology company Tencent increased its brand value by 65 percent to 178.990 billion dollars and climbed three positions to fifth place, the e-commerce giant Alibaba gained five positions and is now the world's ninth most valuable company with 113.401 billion dollars (+92 percent).
As in 2017, the US technology group Google (302.063 billion dollars) dominates ahead of Apple (300.595 billion dollars) and Amazon (207.594 billion dollars).