Brand loyalties are evolving. L.EK. Consulting’s 2025 Brand Heat Index reveals the industry players making the biggest impact. Based on a survey of nearly 5,000 U.S. consumers, our analysis highlights shifting loyalties and the factors that set top brands apart. Athletic and outdoor/rugged brands continue to lead, proving that performance and versatility remain key drivers of demand. Meanwhile, dress footwear and apparel are seeing a resurgence among younger shoppers, as consumers move beyond the casualwear dominance of recent years.
Competition is fierce, with brands frequently trading places at the top, often by just a few points. What’s driving these shifts? A strong social media presence and a clear, differentiated brand identity are now essential — especially for Gen Z, whose preferences are shaping the market more than ever. Generational and gender differences also play a critical role, challenging brands to be more targeted and intentional in their strategies.
With emerging players disrupting the rankings and established brands working to keep pace, understanding these shifts is more important than ever.
Download our analysis to see which brands are winning and why.
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