In a market as competitive and constantly evolving as that of sportswear, consumer preferences can change rapidly depending on trends, innovation, marketing and the digital presence of brands. For years, Adidas and Reebok They have led this sector, both internationally and within the Spanish market. However, the most recent data reveal a significant change in the behavior of the Spanish consumer, which seems to have left behind these traditional brands in favor of another firm that not only leads globally, but is also conquering in a solid and sustained way the interest of the Spaniards: Nike.
A study prepared by JD Sports, focused on the analysis of the volume of searches on Google for 2024 and what goes from 2025, confirms that Nike has become the most demanded sports brand in Spain, clearly displacing Adidas and leaving even more lagged to Reebok. This trend reflects not only a transformation in purchase preferences, but also an adaptation of the public to new consumption models already a more modern vision of sport, fashion and active lifestyle.
Nike, leader in Spain and the world
Indeed, the analysis Show that Nike has reached 54.8 % of searches share in 2025, exceeding the 45.2 % that keeps Adidas. This is a positive evolution of 8 % for Nike compared to the previous year, from 3.7 to 4 million searches, while Adidas falls 8 %, from 3.6 to 3.3 million. This difference shows a clear supremacy of the American firm in the mind and digital habits of the Spanish consumer. Within the same report, it is detailed that Nike leads preferences in 44 of the 50 countries analyzed, which is equivalent to 88 % of the total, confirming its dominant position in the international scene. Adidas, although it is still relevant in markets such as Portugal, Colombia the Argentina, It seems to have more and more difficulties in maintaining its previous domain in territories such as Spain.
Part of Nike's success is explained by his ability to connect with new generations through innovative products and emotionally powerful marketing campaigns. Models such as P -6000 or Air Max 95 They have managed to position themselves not only as sports shoes, but as authentic urban fashion icons. This combination of performance and aesthetics has been key in the growth of its popularity. In addition, JD Sports points out that the Spanish market is especially dynamic, and that the demand for news is constant. According to Paula Guerola, Digital Trading Manager Iberia of the firm, today's consumer looks for marks that can offer design, technology and versatility. In that context, Although Nike Domine, the market has become more plural, and other firms such as New Balance or Asics They begin to win presence, especially between young and urban audiences.
On the contrary Reebok has seen a drastic fall in its relevance within the sector. After being a global reference in the 80s and 90s, especially in the field of fitness and women's fashion, the brand was absorbed by Adidas in 2006. However, the lack of a renovating strategy and the impossibility of connecting with new generations led to Reebok to lose prominence. In 2021, Adidas decided to sell the brand To focus on your own product lines, but the damage was already done. Today, Reebok has been far behind in terms of searches, visibility and presence in the digital conversation, which places it as a residual option against Nike's prominence and, to a lesser extent, Adidas.
