In Q3 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the AI Visibility Index.

AI recommendations for apparel and fashion favor established brands, but visibility is tightly contested and varies sharply by category. Retailer and publisher sources also shape which brands surface, and which land in the top spot.

Nike topped EMARKETER’s apparel rankings in August as scale, publisher credibility, and wide assortments continued to favor legacy brands.

In July 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the EMARKETER AI Visibility Index.

Record demand lifted revenues, while the company bets its marketing spend will strengthen long-term brand appeal.

Brands can win by focusing on key fan experiences and social-first content.

Event enthusiasm lifts spending despite inflation and budget pressures.

Omnicom secures Adidas: Omnicom is set to win Adidas’ $512M global media account as data, AI, commerce, and scale outweigh media buying alone.

Consumers are increasingly using AI chat to explore purchases before they ever reach a search engine. Those conversations are creating a new layer of intent signals that marketers have only begun to tap into.

All three expect robust growth this year as increased relevance translates into higher sales.

Dick's Sporting Goods is using interactive sports experiences in its stores to build better opportunities for advertisers on its retail media network. “We’re seeing what we’re doing [with] in-store advertising as an extension of what we’re doing with our retail environment holistically,” said Dick's Sporting Goods vice president of retail media David Young, at a recent retail media session hosted by DPAA.

Nike and Under Armour are leaning on the star power of LeBron James and Steph Curry to restore flagging sales in China and stay culturally relevant. Their ongoing struggles in the region show that brands can no longer expect to coast on their reputations to win over global customers—especially now, as US trade policies sour relations with even its closest allies.

The scene: When Cooper Flagg—the odds-on favorite to be the NBA Rookie of the Year next season—steps onto the court for the first time, he’ll be wearing New Balance basketball shoes. Our take: New Balance’s push to sign Flagg, along with its other star-powered ambassadors, underscores its clear ambition to break into the top tier of global sportswear brands. While Nike and Adidas still lead by a wide margin, New Balance has its sights set on Puma, which reported $9.5 billion in sales last year—well ahead of New Balance’s $7.8 billion. To close the gap, New Balance needs to turn its growing visibility into demand, which is far from a sure thing. From there, it must maintain that momentum with consistent sales across both its performance and lifestyle lines. If Flagg lives up to the hype and the brand finds ways to ride that momentum, New Balance could take a meaningful step up the sneaker hier

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

A trade war between two of the world’s largest consumer markets would cause significant disruption for consumers, retailers, and brands in Europe.

The cost of everything from Pandora jewelry to Adidas sneakers is rising: The trend is poised to accelerate as tariff-hit goods arrive at US ports—and shoppers have taken note.

Skechers goes private in challenging time for footwear industry: The $9.4 billion deal will give the company breathing room to navigate punishingly high tariffs.

Roblox has been popular with young game players for years. It brings in tens of millions of players every day. As more marketers explore activations on the platform, best practices are starting to take shape.