Adidas brand health has quietly climbed to its highest level in more than a decade
YouGov BrandIndex data, which tracks public perception daily across a range of brand metrics, shows that the sportswear brand’s Index score (an average of Impression, Satisfaction, Quality, Reputation, Value, and Recommendation) reached 37.1 in 2024 and held steady into 2025. That’s the brand’s best performance, for this metric, in the United States since tracking began in 2014, and a notable improvement from the stagnant scores recorded between 2019 and 2023, when scores hovered just above the 30-point mark.
This improvement caps off a broader trend that has unfolded over the last ten years. Adidas’s Index score grew steadily from 27.5 in 2014 to 33.5 by 2018, before entering a period of stagnation. Between 2019 and 2023, scores ranged narrowly from 32.1 to 30.9. That changed in 2024, when the Index rose by more than seven points in a single year, a marked shift compared to previous movement. Adidas’s strategic reset under new leadership coupled with a more diversified portfolio following the end of the Yeezy partnership, may have contributed to the brand’s sharp uptick.
Looking more closely at the underlying metrics, the data shows that Adidas’s Impression score, an indicator of overall sentiment, rose from 37.9 in 2023 to 44.7 in 2024. Other components improved as well: Satisfaction increased from 27.8 to 32.6, Quality from 40.0 to 45.6, and Recommendation from 29.9 to 36.4.
Value scores also saw significant gains, rising from 21.6 to 28.8. Corporate Reputation, which asks whether consumers would be proud to work for the company, increased from 28.0 to 34.7 over the period.
Beyond brand health, the Consideration score, which reflects the percentage of US adults who would consider purchasing from Adidas the next time they shop, have followed a similar pattern. After a dip in 2022, Consideration recovered to 27.4 in 2023 and jumped to 32.5 in 2024, before settling at 31.2 in 2025. The Consideration score increased by 10.6-points from January 1, 2024, to June 10, 2025.
The timing coincides with several high-visibility partnerships and renewed attention to sustainability. Whatever the contributing factors, the data tells a clear story: after years of modest gains, Adidas has broken through its previous ceiling, and for now, appears to be holding its lead.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average yearly sample size of 22864- 33656 US adults between January 1, 2014, to December 31, 2024, and 14,580 US adults between January 1, 2025, to June 10, 2025. The figures are based on a 52-week moving average.