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In a digital landscape that is increasingly focused on performance and well-being, brands in the sports sector are establishing themselves as leaders in influence marketing. Between sporting achievements, committed communities and inspiring lifestyle content, they know how to capture attention and fuel powerful conversations on Instagram. This ranking highlights the 10 most influential brands in sports in Denmark, across all categories — from clubs to apps, clothing, events and gyms.
Denmark builds on its local strengths: ICIW, hummel and Prozis are ahead of the global giants
On Instagram, the Danish sports scene gives top billing to local brands. In the sportswear category, I Can I Will (ICIW) Take your head off with €797,000 in EMV, double that of Adidas or New Balance. A success fuelled by his initiative Running Club, which brings together an active community in major northern cities. The brand Hummel climbs to 2nd place thanks to a more targeted strategy: 182 KOLs only, but 83 M of reach.
In nutrition, Prozis confirmed its European dominance and won by a large margin My Protein with €625,000 in EMV and a nice average of 18 contents by KOL. Soccer, omnipresent in the rankings of clubs and events, sees Manchester United and The Danish Superliga Trust the top positions, with an effect amplified by the presence of Danish players. Finally, on the sports hall side, PureGym DK and STATS Danmark are establishing themselves with clear influence strategies and a massive reach in a country of only 6 million inhabitants.
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