Apparel has an average Brand Intimacy Quotient of 27.9, slightly under our average among the 15 industries.

Indulgence is the archetype most associated with the category. Levi’s is the highest-ranked brand in the category, with a Quotient of 49.2, up from its previous score of 37 and second-place position. Interestingly, more than half of the Top 10 Most Intimate Brands are athletic related, with Nike coming in at #2, lululemon at #3, Under Armour at #4, Adidas at #5, and Puma in 10th place. Nike ranks #1 among women, whereas Levi’s is the top brand for men. Nike and lululemon are also the two most intimate apparel brands among 18-34-year-olds.


Adidas today is a more mature intimate brand than Puma. It is stronger across every measure, from its Quotient score and economic equity to archetypes and stages. Adidas’s Quotient score is nearly double that of Puma’s. It has 29 percent of its customers in some form of Brand Intimacy compared to 17 percent for Puma. Adidas has triple the fusing and bonding customers, and also outperforms Puma in every archetype. Importantly, Adidas also has a much stronger economic equity performance, with 6 percent of its customers willing to pay 20 percent more for the brand’s products and services. Puma’s score is considerably lower at 0 percent.




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