Steven Madden advertising spend, FY2025

Steven Madden (SHOO) reported $134M of advertising expense for the fiscal year ended Dec 31, 2025. That is 5.3% of revenue of $2.5B. Up 31.0% from FY2024.

Ad spend, FY2025
$134M
year ended Dec 31, 2025
Change vs prior year
+31.0%
vs FY2024
Share of revenue
5.3%
of $2.5B revenue
Rank by ad spend
#279
of 336 companies

Key facts

  • Ad spend is 9.0x its FY2015 level ($14.9M), faster than revenue (1.8x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +96.8% in FY2021; largest cut -99.9% in FY2010.
  • Ad spend has risen 12 years in a row.
  • Ad spend is 5.3% of revenue, up from 2.8% in FY2020.
  • Steven Madden spends more on advertising than 17% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2009 (ended 2009-12-31): $4.7M FY2010 (ended 2010-12-31): $5.6K 2010 FY2011 (ended 2011-12-31): $9.8M FY2012 (ended 2012-12-31): $11.5M FY2013 (ended 2013-12-31): $11.5M 2013 FY2014 (ended 2014-12-31): $13.9M FY2015 (ended 2015-12-31): $14.9M FY2016 (ended 2016-12-31): $16M 2016 FY2017 (ended 2017-12-31): $19.6M FY2018 (ended 2018-12-31): $21.9M FY2019 (ended 2019-12-31): $30.2M 2019 FY2020 (ended 2020-12-31): $33.1M FY2021 (ended 2021-12-31): $65.1M FY2022 (ended 2022-12-31): $85.9M 2022 FY2023 (ended 2023-12-31): $89.4M FY2024 (ended 2024-12-31): $102M FY2025 (ended 2025-12-31): $134M 2025 $134M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-12-31): 0.9% FY2010 (ended 2010-12-31): 0.00% 2010 FY2011 (ended 2011-12-31): 1.0% FY2012 (ended 2012-12-31): 0.9% FY2013 (ended 2013-12-31): 0.9% 2013 FY2014 (ended 2014-12-31): 1.0% FY2015 (ended 2015-12-31): 1.1% FY2016 (ended 2016-12-31): 1.1% 2016 FY2017 (ended 2017-12-31): 1.3% FY2018 (ended 2018-12-31): 1.3% FY2019 (ended 2019-12-31): 1.7% 2019 FY2020 (ended 2020-12-31): 2.8% FY2021 (ended 2021-12-31): 3.5% FY2022 (ended 2022-12-31): 4.0% 2022 FY2023 (ended 2023-12-31): 4.5% FY2024 (ended 2024-12-31): 4.5% FY2025 (ended 2025-12-31): 5.3% 2025 5.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $134M +31.0% $2.5B 5.3% AdvertisingExpense 10-K Mar 2, 2026
FY2024 Dec 31, 2024 $102M +14.0% $2.3B 4.5% AdvertisingExpense 10-K Mar 2, 2026
FY2023 Dec 31, 2023 $89.4M +4.1% $2B 4.5% AdvertisingExpense 10-K Mar 2, 2026
FY2022 Dec 31, 2022 $85.9M +32.0% $2.1B 4.0% AdvertisingExpense 10-K Mar 3, 2025
FY2021 Dec 31, 2021 $65.1M +96.8% $1.9B 3.5% AdvertisingExpense 10-K Mar 4, 2024
FY2020 Dec 31, 2020 $33.1M +9.6% $1.2B 2.8% AdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 31, 2019 $30.2M +37.6% $1.8B 1.7% AdvertisingExpense 10-K Mar 1, 2022
FY2018 Dec 31, 2018 $21.9M +11.7% $1.7B 1.3% AdvertisingExpense 10-K Mar 16, 2021
FY2017 Dec 31, 2017 $19.6M +22.5% $1.6B 1.3% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $16M +7.6% $1.4B 1.1% AdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $14.9M +7.4% $1.4B 1.1% AdvertisingExpense 10-K/A Nov 9, 2018
FY2014 Dec 31, 2014 $13.9M +20.3% $1.3B 1.0% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $11.5M 0.0% $1.3B 0.9% AdvertisingExpense 10-K Feb 26, 2016
FY2012 Dec 31, 2012 $11.5M +17.8% $1.2B 0.9% AdvertisingExpense 10-K Feb 26, 2015
FY2011 Dec 31, 2011 $9.8M +174690.1% $969M 1.0% AdvertisingExpense 10-K Feb 26, 2015
FY2010 Dec 31, 2010 $5.6K -99.9% $635M 0.00% AdvertisingExpense 10-K Mar 1, 2013
FY2009 Dec 31, 2009 $4.7M n/a $504M 0.9% AdvertisingExpense 10-K Feb 29, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Steven Madden in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
278 Yum Brands $134M 1.6% +19.6% FY2025
279 Steven Madden $134M 5.3% +31.0% FY2025
280 Moderna $133M 6.8% -8.9% FY2025
281 Penske Automotive Group $133M 0.4% -3.9% FY2025
282 Perrigo $133M 3.1% -1.2% FY2025
283 Helen of Troy $133M 7.4% -1.7% FY2026
284 Upbound Group $132M 2.8% +103.7% FY2025

Full ranking of 336 companies · Biggest increases #49 · Up 5+ years in a row #3

Questions

How much does Steven Madden spend on advertising?

Steven Madden spent $134M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 2, 2026.

What percentage of revenue does Steven Madden spend on advertising?

5.3% of revenue in fiscal 2025 ($134M of $2.5B). The median across the 336 companies tracked is 5.2%.

Is Steven Madden spending more on advertising?

Yes. Ad spend rose 31.0% in fiscal 2025 from fiscal 2024. It has risen 12 years in a row.

How does Steven Madden rank by advertising spend?

#279 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Steven Madden's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Mar 2, 2026
Accession number
0001628280-26-012995
Company
STEVEN MADDEN, LTD., CIK 913241, SIC 3140 (Footwear, (No Rubber))
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Steven Madden advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 2, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/steven-madden/advertising-spend/
Download
CSV, all years · CSV, all 336 companies