German sportswear giant Adidas claims the crown in our 2025 list of Southeast Asia’s top 10 fashion brands.
It comes at a time when Adidas has seen a surge in popularity, with the brand's market share increasing from 8.2% to 8.9% globally last year. Key to this success has been the revival of iconic product lines such as the Samba, Gazelle, and Handball Spezial, along with retro running shoes like the SL72, alongside collaborations with athletes like Lionel Messi and partnerships with trendy brands, which have helped enhance brand momentum and fashion appeal.
The sportswear major achieved an overall best brand score of 69.9. This is quite a jump from last year's score (56.9) when Adidas finished in fifth position behind Nike and Uniqlo.
Adidas’s edge lies in its ability to fuse heritage with contemporary relevance—seven consecutive quarters of growth and a complete turnaround in China are proof of that. In Southeast Asia, the brand stands out through strong omnichannel retail, localised engagement, and reliable service. While its innovation score is relatively low (16%), Adidas’s cultural resonance and consistent quality keep it firmly at the top. The brand leads the sector in awareness (95%), purchase frequency (80%), and quality (75%), and is the fashion brand most recommended by consumers across SEA.
The ranking is based on our authoritative list of Southeast Asia's top 50 brands, done in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. Brands were evaluated using attributes including awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Over the past few weeks, we have provided a comprehensive analysis of the top brands by sector in Southeast Asia. See our rankings for the beauty sector, food, travel, electronics, telcos & streaming, ecommerce, transport & delivery, and automotive.
The chart below shows the scores of the top fashion brands in Southeast Asia. Following the chart, you’ll find the top 10 fashion brands in individual markets, along with a brief analysis of the top 10 performers across the region.
Adidas continues to hold a leading position in Southeast Asia’s fashion market in 2025, standing out with impressive brand awareness at 95% and a high purchase rate of 80%. Its strong customer service score (71%) and robust buying experience (72%) further distinguish it from close competitor Nike, which holds similar overall scores but slightly higher loyalty (70%). Southeast Asian consumers favour brands that offer high quality, accessibility, and reliable service, and Adidas excels by blending heritage with localised engagement and a broad omnichannel retail presence. Despite relatively low innovation scores (16%), Adidas's strong brand equity and culturally relevant marketing maintain its top-tier status in the region.
Meanwhile, brands like Uniqlo and local players continue to show steady growth by focusing on value and delivering a great customer experience. Regional names like Eiger and Bench also maintain strong market positions thanks to the same focus. Luxury brands such as Dior and Chanel excel in customer service but have lower purchase frequency, highlighting their niche appeal. Overall, the Southeast Asian fashion scene is a vibrant mix of global giants and rising stars, where authenticity, local relevance, and convenience really count. Adidas’s continued success shows just how well it understands and meets these needs in this rapidly growing market.
In charts: Fashion brands breakdown by market
Let's have a closer look at the top 10
1. Adidas
Adidas takes the crown as Southeast Asia’s favourite fashion brand with a remarkable 95% brand awareness and 80% purchase rate. Known for its consistent quality and seamless buying experience (72%), Adidas has a particularly strong presence in Indonesia, a key production hub for the company. Its blend of classic styles and contemporary designs keeps it a regional favourite, supported by reliable customer service (71%) and expansive retail reach.
2. Nike
Nike remains a powerhouse with 94% brand awareness and strong loyalty (70%) among Southeast Asian consumers. It commands top spots in countries like Vietnam, the Philippines, and Thailand, thanks to its reputation for high-quality sportswear and great customer experience, including a customer service score of 69%. Nike’s broad appeal and strong market presence continue to build on its international legacy.
3. Uniqlo
Uniqlo continues to excel with a focus on functional, stylish casual wear that offers good value, especially popular in Singapore and Malaysia. The brand scores high marks for buying experience (78%) and customer service (77%), owing to its reputation for quality basics. Uniqlo’s approach of delivering timeless wardrobe essentials appeals to consumers seeking practicality with style.
4. Eiger
With 85% brand awareness and a purchase rate of 72%, Eiger has carved a niche in Southeast Asia’s outdoor and adventure market. Its durable and functional products resonate with the region’s growing number of active lifestyle enthusiasts, supported by a strong customer service score of 71%.
5. Bench
Originating in the Philippines, Bench scores an impressive 94% brand awareness and maintains good customer service (66%), helping it secure a loyal following. The brand’s trendy, casual and sportswear collections, endorsed by popular celebrities, are growing in popularity across Southeast Asia.
6. Dior
Dior leads luxury fashion in Southeast Asia with a buying experience score of 80% and a quality rating of 70%, particularly strong in Vietnam. Its strategic celebrity partnerships have helped increase its appeal among affluent consumers seeking premium products.
7. Yody
Vietnamese brand Yody shows a moderate 55% brand awareness but excels in customer service (81%), reflecting its commitment to sustainable fashion. Its use of innovative, eco-friendly materials like coffee-derived fabric, along with regional expansion, aligns with growing demand for conscious yet stylish everyday wear.
8. Penshoppe
Penshoppe boasts a high brand awareness of 91% and performs well in customer service (61%), driven by its strong presence in the Philippines and growing footprint in neighbouring countries. The brand appeals to younger shoppers seeking trendy, affordable casualwear.
9. Puma
Puma commands strong brand awareness at 92% and maintains a purchase rate of 68%. Known for performance and style, Puma has built a loyal fan base in Southeast Asia’s competitive sportswear market through quality products and solid customer engagement.
10. Levi’s
Levi’s remains an iconic denim brand with 80% brand awareness and a buying experience score of 67%. It continues expanding its presence in Southeast Asia with flagship stores in major cities like Kuala Lumpur, maintaining its appeal as a go-to premium denim choice.
