The benchmark at a glance
- Sportswear brands that posted
- 27Brands
- Followers per brand
- 22.1MAvg.Median 3.76M
- Engagements per brand
- 1.67MAvg.Median 141k
- Engagement rate per brand
- 0.34%Avg.Median 0.15%
Top 10 Sportswear brands
Sort by any column. Q3 2026, across all platforms.
| Rank | Brand | ||||
|---|---|---|---|---|---|
| 01 |  NikePosted on Instagram, TikTok, X and YouTube | 312M | 5.32M | 83 | 0.097% |
| 02 |  AdidasPosted on Facebook, Instagram, TikTok, X and YouTube | 93.3M | 20.2M | 289 | 0.82% |
| 03 |  PUMAPosted on Facebook, Instagram, TikTok, X and YouTube | 45.2M | 1.57M | 127 | 0.20% |
| 04 |  LacostePosted on Facebook, Instagram, TikTok, X and YouTube | 28.2M | 1.24M | 161 | 0.16% |
| 05 |  Under ArmourPosted on Facebook, Instagram, TikTok, X and YouTube | 22.2M | 1.81M | 365 | 0.23% |
| 06 |  New BalancePosted on Facebook, Instagram, TikTok, X and YouTube | 21M | 213k | 63 | 0.21% |
| 07 |  SKECHERSPosted on Facebook, Instagram, TikTok and YouTube | 11.4M | 141k | 202 | 0.055% |
| 08 |  ConversePosted on Instagram, X and YouTube | 11.3M | 958k | 49 | 0.22% |
| 09 |  lululemonPosted on Instagram, TikTok and YouTube | 7.76M | 620k | 97 | 0.22% |
| 10 |  ASICSPosted on Facebook, Instagram, TikTok and YouTube | 7.26M | 113k | 119 | 0.13% |
Standout posts across the benchmark
The Sportswear posts with the most engagements in Q3 2026, on any platform.
Video on TikTok, Jul 19
adidasthe day has come #messi #absolutecinema #FIFAWorldCup #adidas
1,985,053 engagements View post (opens in a new tab)
Image on Instagram, Jul 6nikeThe story continues cristiano
1,857,297 engagements View post (opens in a new tab)
Platform breakdown
Averages per platform for Sportswear brands in Q3 2026.
| Metric | TikTok | X | YouTube | ||
|---|---|---|---|---|---|
| Avg. engagement rate per post | 0.45% | 0.82% | 0.054% | 0.13% | 0.53% |
| Avg. posts per brand per week | 3.7 | 3.1 | 5 | 1.4 | 2.4 |
| Brands present on the platform | 16 | 16 | 14 | 12 | 22 |
Brands present on the platform: brands that posted at least once on the platform in Q3 2026 (July 1 – September 30, 2026).
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What worked on each platform
Where the Sportswear engagements came from in Q3 2026, next to where brands posted.
| Platform | Engagements | Posts |
|---|---|---|
| 47.2% | 24% | |
| TikTok | 42.3% | 20% |
| YouTube | 7.7% | 21.2% |
| 2.6% | 28.1% | |
| X | 0.1% | 6.7% |
| Format | Engagements | Posts |
|---|---|---|
| Video | 70.3% | 65.8% |
| Carousel | 22.2% | 20.4% |
| Image | 7.4% | 7.2% |
| Link | 0.1% | 4.4% |
| Text | 0% | 0.1% |
Observations
Written by AI from this report's data.
In Q3 2026, Instagram and TikTok generated most Sportswear engagement, contributing 47.2% and 42.3% respectively. Video led the formats with 70.3% of engagement, and Instagram Reels stood out with a higher engagement rate than Carousel.
- Brands posted most on Facebook (28.1% of posts), but it contributed just 2.6% of engagement; Instagram and TikTok accounted for 24% and 20% of posts, but 47.2% and 42.3% of engagement, respectively.
- Video slightly exceeded its share of posts, generating 70.3% of engagement from 65.8% of posts. Link was the clearest underperformer, accounting for 4.4% of posts but only 0.1% of engagement.
- On Instagram, Reels made up 34.4% of posts and had a 0.584% average engagement rate, compared with 46.1% of posts and a 0.428% rate for Carousel.
How we calculate this
Every figure in this report comes from public social media data, collected by Socialinsider.
- Period
- The full calendar quarter July 1 – September 30, 2026 (Q3 2026). The data is refreshed every quarter.
- Brands
- The leading global Sportswear brands and their official accounts on Instagram, TikTok, Facebook, X and YouTube. A brand counts as present on a platform if it posted there at least once in the period.
- Engagements
- Likes, comments and shares or reposts on a post, plus saves where the platform reports them.
- Engagement rate
- A post's engagements divided by the profile's followers at the time of the post, times 100. Averages are the mean across posts. Posts with an engagement rate above 100% are excluded as data errors.
- Per-brand figures
- Averages and medians are computed across the brands that posted in the period. A brand's engagement rate needs at least 10 posts.
- Platform figures
- Platform figures are shown only when at least 5 brands posted on that platform.
- Breakdowns
- The platform and format charts show each slice's share of all the industry's posts and engagements. Formats are grouped across platforms: Reels and videos count as Video, carousels and albums as Carousel.
- Observations
- The observations are written by AI from this report's numbers.