Adidas recently scooped both first and second place in the rankings for the world’s most Instagrammed trainer, followed by Vans in third. Although Nike didn’t make it into the top five, over half of the trainers in the ranking were Nikes or Nike-owned brands such as Converse.
These brands’ digital prowess is confirmed by their rankings in Gartner L2’s Digital IQ Index: Activewear. Adidas takes top spot in the Genius class, followed by Nike and Vans in Gifted.
Their Instagram activity over the first half of this year sheds light on the strategies used to engage their followers.
Adidas focuses on volume, posting almost twice as much as Nike and racking up more likes as a result. Its posts are notably balanced between videos and still images; in contrast, Nike leans heavily on video content, which accounted for three-quarters of its posts during the study period. Despite making fewer posts, however, Nike receives more comments. This is no surprise as research shows followers are more likely to comment on videos than images.
Creeping up behind these sport shoe powerhouses is Vans, which outpaces both Adidas and Nike in terms of number of posts, overall interactions, and referrals to site from the social platform.
Almost 70% of Vans posts contain URLs. Even though they’re not hyperlinks, they still provide a route to drive traffic back to the brand site. In comparison, Nike and Adidas rarely employ links.
With the global activewear market forecast to exceed $220 billion by 2024, the competition can only accelerate. Brands that use Instagram Stories to promote product launches, enable shoppability, and experiment with polling and geotagging stand a good chance of being the pacemakers in this race.