Nike reestablishes momentum in Lyst_s Q4 index_ product focus drives renewed demand

Nike returned to the top 20 of the Lyst Index in Q4 2025_ marking its first appearance in two years and signaling a shift in the brand_s demand. Ranked at 19_ the re-entry reflects consumer response to a clearer product strategy and targeted collaborations during the peak holiday period.

For this quarter_ the Q4 2025 Lyst Index pointed to a broader industry trend seen in brands emphasising recognisable products and functional design_ which outperformed those relying on trend-led or experimental approaches_ Emma McFerran_ CEO of Lyst_ said.

This was evident in Nike_s turnaround_ which has been driven primarily by a renewed interest in its core footwear categories. Demand for low-top sneaker silhouettes increased 27 percent quarter-over-quarter_ suggesting consumers are moving back to familiar styles over highly-specialised releases.

A second growth driver was the continued rollout of the NikeSkims collaboration_ a partnership blending Nike_s performance focus with Skims_ contemporary lifestyle influence_ resulting in strong engagement in the second drop. According to Lyst_ the collaboration helped Nike reach a broader female audience and contributed to improved visibility across both performance and fashion-centric channels.

Luxury brands remain steady while US heritage brands dominate

Nike_s progress came amid a broader strong quarter for US heritage brands. Ralph Lauren rose five places to number four on the Index_ thanks to a 24 percent increase in demand. The Polo Ralph Lauren Cable-Knit Quarter-Zip_ dubbed the "hottest product of the quarter" saw demand up 75 percent as shoppers favoured versatile silhouettes.

Coach also maintained momentum_ holding onto a top 10 position at six_ despite a slight drop in ranking. The brand continued to benefit from a stable product strategy_ focused on core leather goods and accessories.

At the top of global rankings_ Saint Laurent held the number one position for a second consecutive quarter_ reflecting “steady demand for investment-led dressing”. The stability among luxury brands_ paired with renewed movement from large US labels like Nike_ highlights the demand for consistent execution and clear product relevance that Lyst said is translating into measurable results.

Beyond brand rankings_ Q4 data further highlighted spikes in demand for individual products balancing function and fashion. Arc_Teryx_s Bird Head Toque reached record demand up 1_058 percent_ supported by early celebrity endorsements. Similarly_ the Parke varsity mock neck sweatshirt saw demand rise 1_847 percent in November alone_ driven by social media visibility. Overall_ “functional-yet-fashionable” products saw the sharpest demand spikes over the three-month period.