Reputation data and insights company RepTrak delivered its global 100 ranking today, a list of the world’s leading companies based on corporate reputation, and a major athletic market player secured a top 10 spot.
German athletic powerhouse Adidas secured a placement near the top of the 2021 Global RepTrak 100, coming in at No. 7. The brand made the list with a 77.6 rating, which is labeled as “strong.”
“Over the past five years, Adidas continues to hold its place among the Top 10 most reputable companies. Adidas’ solid and consistent performance in the Global RepTrak 100 is grounded in the company’s significant improvement across all areas of its business — especially when it comes to how people view its leadership and governance efforts,” RepTrak wrote of Adidas.
Nike is the next company in the footwear space to make the list, coming in at No. 22 with a “strong” 76.2 rating. Following Nike is Under Armour, with a “strong” 74.9, securing the No. 45 spot.
The list also features several fashion-focused brands and labels in the luxury space including Levi Strauss & Co. (No. 14), Chanel (No. 33), Giorgio Armani (No. 61), LVMH Group (No. 63), Hugo Boss (No. 68), Burberry (No. 83), Prada (No. 84), Hermés (No. 88) and Ralph Lauren Corp. (No. 91).
RepTrak measures corporate reputation through its “Reputation Scores,” which range from 0 to 100, which is based on how people feel toward a company. Further breaking down the scoring, RepTrak said the scores “demonstrate a strong positive relationship with business outcomes, such as people’s willingness to buy, recommend or trust a company.”
To be included on the list, RepTrak said certain criteria needed to be met, such as being a corporate brand with global revenue above $2 billion; achieving a global average familiarity threshold above 20% in all of the 15 countries measured; a familiarity threshold above 20% in eight or more of the 15 countries measured; and a reputation score that is above the median score.
RepTrak said analyzed reputation data for more than 2,000 companies, and the data was collected from December 2020 through January 2021.