Zara Is Now the World's Most Valuable Fashion Brand — Overtaking Nike for the First Time

Zara has for the first time become the world's most valuable fashion brand, overtaking Nike. This is the finding of the annual Kantar BrandZ Top 100 Most Valuable Global Brands 2026 ranking. The value of the Zara brand grew by 18% to more than $44 billion (€37.59 billion), placing it 66th in the ranking against Nike's 69th.

Overall, the combined value of the world's hundred most valuable brands reached a record $13.1 trillion (€11.19 trillion) — 22% more than the previous year. For the first time since 2018, Google has reclaimed the top spot, growing 57% to a valuation of $1.485 trillion (€1.27 trillion). The company ended four years of Apple dominance thanks to the integration of its Gemini AI system across all its products and large-scale investment in data centres. Alongside Google and Apple, Microsoft and Amazon complete the quartet of trillion-dollar brands.

Among technology companies, ChatGPT recorded the biggest brand value growth — up 285%, the second-highest result in the ranking's history after Blackberry's 390% in 2008. Anthropic's Claude made its debut in the top 100, entering straight at 27th place with a valuation of $96.6 billion (€82.5 billion). European technology brands SAP, Siemens, and Booking.com grew at an average rate higher than their competitors from North America and Asia.