Originally published: Campaign Asia, 29 September 2025
German sportswear giant Adidas claims the crown in our 2025 list of Southeast Asia’s top 10 fashion brands.
It comes at a time when Adidas has seen a surge in popularity, with the brand’s market share increasing from 8.2% to 8.9% globally last year. Key to this success has been the revival of iconic product lines such as the Samba, Gazelle, and Handball Spezial, along with retro running shoes like the SL72, alongside collaborations with athletes like Lionel Messi and partnerships with trendy brands, which have helped enhance brand momentum and fashion appeal.
Adidas’s edge lies in its ability to fuse heritage with contemporary relevance—seven consecutive quarters of growth and a complete turnaround in China are proof of that. In Southeast Asia, the brand stands out through strong omnichannel retail, localised engagement, and reliable service. While its innovation score is relatively low (16%), Adidas’s cultural resonance and consistent quality keep it firmly at the top. The brand leads the sector in awareness (95%), purchase frequency (80%), and quality (75%), and is the fashion brand most recommended by consumers across SEA.
The ranking is based on our authoritative list of Southeast Asia’s top 50 brands, done in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. Brands were evaluated using attributes including awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Over the past few weeks, we have provided a comprehensive analysis of the top brands by sector in Southeast Asia. See our rankings for the beauty sector, food, travel, electronics, telcos & streaming, ecommerce, transport & delivery, and automotive.
