A new study from The Times shows that the biggest brands in the world are doing their best to get their consumers’ attention.
The study, which looked at 1,400 pairs of shoes from the top 20 brands, reveals the top brands are getting the most attention from consumers, with the biggest companies getting the highest percentage of their ad spend coming from the UK.
Read moreThe study, conducted by the Times and the Brandwatch Foundation, looked at shoes and apparel sales for all brands in 2015.
The top 20 companies spent almost £1bn on advertising last year, the Times said.
This includes a £300m ad campaign for Nike which took place in 2015, followed by a £150m campaign for Adidas.
The Times said the Nike ad campaign showed the “lack of trust in big brands” and was a reminder that the world is not ready for “a world of high-end shoes”.
However, the study also showed the UK has seen a “steady decline” in the number of people buying Nike shoes, which is the biggest drop in sales for the company in the UK since the early 2000s.
The report, which covers a period of six years, also showed that the UK is the country with the highest number of Nike shoemakers, with almost a quarter of the total shoes sold in the country coming from British firms.
The UK is followed by France with a quarter and Germany with a third of the market.
The research, which has been commissioned by the BBC and has been released online, found the biggest share of footwear sales came from the US, with 22% of the UK’s footwear sales coming from Nike.
The US accounted for 16% of sales in the United Kingdom, followed closely by Germany at 11% and Japan at 8%.
The report said the number one reason why people wanted to buy a pair of Nike sneakers was to wear them on the go, with people spending an average of £1,000 on footwear a year.
The study found that more people were wearing them than ever before, with a record 6.5 million pairs sold last year.
The figures were higher than the previous year, when Nike was selling just 1.2 million pairs a year, and the previous peak of 7.7 million.
“The number of shoes being sold on a daily basis has fallen by more than 70% in the past three years, but it is still a huge opportunity for retailers to make money,” said Sarah Allen, Brandwatch’s chief executive.
“As a result, there is a need for more retail outlets to sell shoes in the way they have been selling them in the last few years.”
Read moreThis is not the first time Nike has been linked to the UK economy.
Last year, it was reported that Nike was making a profit of almost £100m on shoes sold through its stores.