Nike, Adidas + More Athletic Brands: How Does Their Digital Experience Measure Up?

October 16, 2025

Athletic brands such as Nike and Adidas have a digital challenge.

According to Catchpoint, which compiled a Digital Experience Score analyzing the to 20 athletic footwear and apparel brands by revenue, there is a “troubling gap” between brands’ tracking of key metrics 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 internet monitoring platform conducts real-time monitoring and captures data that lets firms better understand their customers’ digital experiences through availability, performance, reachability and reliability.

So what are some of the 2025 monitoring and data takeaways?

Smaller brands — such as Fila Holdings, Under Armour and New Balance —routinely beat brand market leaders such as Nike and Adidas on digital experience. Nike ranked #16 out of 20 brands for customer experience, while Adidas performed just slightly better at #11.

The big problem for Nike and Adidas? Downtime. Catchpoint’s monitoring found that Adidas’ uptime rates —a measure of reliability to get the system up and running —were just 92.4 percent, far below the 99.9 percent reliability standard. That translates to about 56 hours offline every month. Using Gartner Research’s average downtime cost estimate of $5,600 per minute, that would translate to a loss of up to $19 million monthly or $225 million annually. wwd