Amazon enters the top 5 global brands for the first time as Adidas’s value soars

Amazon was one of the fastest risers in this year’s Kantar Millward Brown BrandZ ranking, with its value up 41% and meaning it entered the top five for the first time.
Adidas was the fastest riser, with a 58% increase to its brand value. Yet despite its considerable growth, the sportswear brand still failed to enter the top 100; it was valued at $8.3bn, just behind Nissan, the 100th biggest brand, at $11.3bn.
The strides Adidas has made are notable though, particularly given it t