The requested Top 10 does not exist in public filings — only Nike and Under Armour disclose comparable ad-spend lines, clustering near 7–11% of revenue
Asked:
“Top 10 american athletic footwear corporation ad spend per year from 2010 to now. Raw and as a percent of GMV.”
12 company-year observations were recoverable from public disclosures: Nike demand creation expense for eight fiscal years between 2016 and 2026, and Under Armour marketing spend for fiscal 2023–2026, in nominal USD millions. No corporation reports GMV, so company net revenue stands in as the GMV proxy throughout. Calendar years 2010–2015, 2020 and 2022 have no usable observations, and no other US-headquartered athletic-footwear corporation could be populated with a standalone, comparable ad-spend figure.
Nike's raw spend dwarfs Under Armour's: fiscal 2025 demand creation of $4,689M is more than eight times Under Armour's fiscal 2025 marketing spend of $549.9M — yet as a share of revenue the two sit within half a point (10.13% vs 10.65%). investor.wedbush.com
Every observed ratio but one falls between 8.3% and 10.7% of net revenue; the outlier is Nike fiscal 2021 at 6.99%, when spend dropped to $3,114M while revenue jumped to $44,538M. jp.stock-analysis-on.net
Under Armour's marketing spend has fallen four fiscal years running, from $620.3M (FY2023) to $502.3M (FY2026), tracking a revenue decline from $5,903M to $4,966M. eightx.co
The extracted Nike FY2026 figure ($4,754M, 10.27%) is flagged: its revenue value repeats FY2025's $46,309M exactly and needs verification against a primary filing. jp.stock-analysis-on.net
Evidence table
Company
Fiscal year
Metric disclosed
Spend, $M
Net revenue proxy, $M
% of proxy
Source
Method and disclosure coverage
Why no Top 10US athletic-footwear corporations do not report a standardized “ad spend” field and do not report GMV. Nike discloses “demand creation expense”; Under Armour figures here are “marketing spend”; most peers disclose only broad SG&A or nothing separable. These metrics differ in scope and are not perfectly comparable, so no defensible market-wide annual ranking exists for 2010–2026.
Definitions“American” means US-headquartered public corporations. Years are company fiscal years, not calendar years. Amounts are nominal USD, unadjusted. Percent is spend divided by net revenue/net sales — a proxy for GMV, prominently not actual GMV. Ranks among the few disclosed records imply nothing about the wider market.
Data: 12 company-year observations assembled from three public-disclosure result sets (Nike fiscal 2016–2019, 2021, 2024–2026; Under Armour fiscal 2023–2026), retrieved 2025. Spend is the company's disclosed advertising-adjacent line (demand creation expense or marketing spend), in nominal USD millions; percent uses net revenue as a GMV proxy. Fiscal 2010–2015, 2020 and 2022, and all other requested corporations, are absent for lack of comparable public disclosure and were not estimated.