Kontoor Brands advertising spend, FY2026
Kontoor Brands (KTB) reported $190M of advertising expense for the fiscal year ended Jan 3, 2026. That is 6.0% of revenue of $3.2B.
Ad spend, FY2026
$190M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
6.0%
of $3.2B revenue
Rank by ad spend
#229
of 458 companies
Key facts
- Ad spend is 1.9x its FY2021 level ($98.8M), faster than revenue (1.5x).
- FY2026 is the highest year on file, going back to FY2017.
- Largest increase +39.5% in FY2022; largest cut -6.9% in FY2018.
- Ad spend is 6.0% of revenue, up from 4.7% in FY2021.
- Kontoor Brands spends more on advertising than 50% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.3x the median of 4.6%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2026 | Jan 3, 2026 | $190M | n/a | $3.2B | 6.0% | AdvertisingExpense | 10-K Mar 4, 2026 |
| FY2024 | Dec 28, 2024 | $141M | +5.6% | $2.6B | 5.4% | AdvertisingExpense | 10-K Mar 4, 2026 |
| FY2023 | Dec 30, 2023 | $133M | -3.5% | $2.6B | 5.1% | AdvertisingExpense | 10-K Mar 4, 2026 |
| FY2022 | Dec 31, 2022 | $138M | +39.5% | $2.6B | 5.2% | AdvertisingExpense | 10-K Feb 25, 2025 |
| FY2021 | Jan 2, 2021 | $98.8M | n/a | $2.1B | 4.7% | AdvertisingExpense | 10-K Mar 1, 2023 |
| FY2019 | Dec 28, 2019 | $119M | -6.7% | $2.5B | 4.7% | AdvertisingExpense | 10-K Mar 2, 2022 |
| FY2018 | Dec 29, 2018 | $128M | -6.9% | $2.8B | 4.6% | AdvertisingExpense | 10-K Mar 3, 2021 |
| FY2017 | Dec 30, 2017 | $137M | n/a | $2.8B | 4.9% | AdvertisingExpense | 10-K Mar 11, 2020 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Kontoor Brands in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 227 | Strategic Education | $192M | 15.2% | +3.3% | FY2025 |
| 228 | Phoenix Education Partners | $191M | 18.8% | +5.2% | FY2026 |
| 229 | Kontoor Brands | $190M | 6.0% | n/a | FY2026 |
| 230 | Align Technology | $189M | 4.7% | +2.0% | FY2025 |
| 231 | Lemonade | $187M | 25.4% | +54.2% | FY2025 |
| 232 | Harley-Davidson | $185M | 4.1% | +35.1% | FY2025 |
| 233 | CarGurus | $183M | 20.2% | +13.9% | FY2025 |
Questions
How much does Kontoor Brands spend on advertising?
Kontoor Brands spent $190M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Mar 4, 2026.
What percentage of revenue does Kontoor Brands spend on advertising?
6.0% of revenue in fiscal 2026 ($190M of $3.2B). The median across the 458 companies tracked is 4.6%.
How does Kontoor Brands rank by advertising spend?
#229 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Kontoor Brands's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2026, filed Mar 4, 2026
- Accession number
0001760965-26-000014- Company
- Kontoor Brands, Inc., CIK 1760965, SIC 2320 (Men's & Boys' Furnishgs, Work Clothg, & Allied Garments)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Kontoor Brands advertising spend, FY2017-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 4, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/kontoor-brands/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies