Nike and Adidas are losing ground to smaller competitors such as New Balance, Under Armour, and Hoka in delivering a seamless digital experience, according to a new report by internet monitoring platform Catchpoint.
The study, which evaluated the top 20 athletic footwear and apparel brands by revenue, found a “troubling gap” between how brands track site performance and what customers actually experience online.
“Poor website performance doesn’t just kill online sales; it destroys in-store revenue too,” Catchpoint said. “When your website fails, customers don’t wait; they buy from competitors.”
The report found that downtime is a key issue. Adidas’ uptime rate was 92.4 percent, meaning the site was offline for roughly 56 hours each month, potentially costing up to $19 million per month. Nike’s availability was slightly better at 92.9 percent, translating to 51 hours of downtime and potential losses exceeding $17 million monthly.
Smaller brands consistently outperformed the giants. Fila Holdings, Under Armour, and New Balance scored 96, 95, and 91, respectively, on Catchpoint’s Digital Experience Score, while Nike and Adidas lagged at 53 and 58. Only three brands: New Balance, Under Armour, and Fila, loaded pages in under three seconds. Nike’s pages took 6.7 seconds, Adidas 5.82 seconds, and Reebok 13.11 seconds. Catchpoint said, “Speed becomes the ultimate competitive advantage.”
Catchpoint’s Digital Experience Score measures a holistic view of site performance, combining device performance, network quality, load times, responsiveness, and error rates. The study collected data from 123 global monitoring locations across six continents, assessing the public homepages that serve as primary consumer touchpoints.
The findings suggest that some of Nike and Adidas’ advertising spend could be better allocated to improving site speed and stability, maximising engagement and sales. Smaller, agile competitors are capturing revenue lost when larger brands stumble, highlighting the stakes in a market where digital experience directly influences revenue.
Nike’s CEO Elliott Hill noted that the company has made progress in key areas including running, North America, and wholesale partners, but acknowledged the need for improvement in Nike Digital and China.
Nike and adidas are losing the digital race because there are more different brand who provide this type of quality in shoes and their prices are very low as compare to nike and adidas so people like to choose this.
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