Nike's brand value fell 35.5%: what it means for used kit

What happened

A new "Best Global Brands" ranking from the New York-based consultancy Interbrand has been reported on by FashionUnited. It describes a widening gap between brands that convert their strength into economic growth and those that rely more heavily on their existing reputation.

The biggest sportswear story is Nike. FashionUnited reports that Nike lost 35.5 percent of its brand value, landing in 32nd place at 21.7 billion dollars, which makes it one of the biggest losers in the whole ranking. The reasons given include a shift towards direct-to-consumer sales from 2020 onwards and a neglect of sport in favour of financial targets. Adidas also fell, down 7.9 percent to 16.1 billion dollars and 56th place.

Elsewhere, the picture is mixed. Zara rose 11.2 percent to 21.6 billion dollars, and Uniqlo gained 16.2 percent to reach 20.5 billion dollars. H&M lost 12.1 percent. In luxury, Hermès grew 10.6 percent to 45.2 billion dollars, while Gucci lost 30.7 percent. The article's takeaway is that an established global brand position does not automatically guarantee economic stability.

What it means for you

It is easy to read "Nike plummets" and assume that Nike kit has suddenly become worth less, or that it is a bad moment to buy or sell it. The story does not say that. Brand value, as reported here, is Interbrand's ranking of brands. The article does not mention second-hand prices, shirts, boots or resale at all.

So if you are a parent wondering whether to hold on to an old Nike tracksuit, or a teenager thinking about selling a pair of trainers, this ranking is not a price guide. Nothing in it tells you what a particular item will fetch.

What the story does say is that Uniqlo, in fashion retail, appears to be benefiting from a clear brand promise centred on functional, timeless clothing and textile quality. For anyone buying used kit, a sensible takeaway is to judge the item in front of you rather than the logo on it, and to take your time.

Where KitLoop fits

The questions about a used item stay the same whatever happens to a brand's ranking: is it what it says it is, and is it in the condition described? That is the part KitLoop focuses on. Every KitLoop item is checked, graded honestly and photographed, then posted from Manchester within 2 working days.

In practice, that means you are not asked to trust a famous name. You get a grade and photographs of the actual item so you can decide for yourself, at your own pace.