The Fan Intelligence Index, a new global study intended to identify the 40 culturally most relevant brands through sport, has placed Adidas at the top of the ranking, which is ”based around a brand’s ability to influence culture through sport.” The Big a was followed by the Jordan brand, the NBA, the English Premier League and NIke. The study was conducted for the first time by Ear to Ground, a London-based creative agency that uses sport and e-sports to build up brands that have an influence on culture. The results of the study were based on an assessment by the agency’s network of “culturally connected fans” of sports and e-sports – its Fan Intelligence Network – from across Europe, North America and Asia. The agency is planning to repeat the study each year, noting that a sports brand “has to have meaning.” Ear to the Ground says that Gen Z audiences, in particular, ”are known to be proactive in their desire to make a difference to their world. And they now expect brands with a platform in sport to react to the changing terrain as they do.” It said that Kobe Bryant“s death and Black Lives Matter made events in the NBA impossible to ignore. In football, the Premier League ranked high because of its ability to ”drive positive change globally.”