| Category | |
|---|---|
| Awareness | 97.0% |
| Popularity | 65.0% |
| Ownership | 58.0% |
| Loyalty | 49.0% |
| Buzz | 50.0% |
Sneaker brands
Nike brand profile in the U.S.
Among the U.S. sneakers audience, Nike holds a compelling lead with near-universal brand awareness and a high ownership rate, its popularity especially resonating with younger consumers. Owners of Nike sneakers regard personal success and happiness as important aspects in life.
Brand KPI profile
Setting the bar high
Nike dominates the U.S. sneakers market, boasting an impressive brand awareness of 97 percent. The majority of consumers are not only familiar with the brand but are also owners of Nike sneakers. The brand's popularity rating is even higher at around two thirds, while around every second sneakers owner in the United States had noticed Nike in the media, in advertising or on social media in the past 3 months befor the survey.
Generations
Nike sneakers resonate more with younger generations
Nike enjoys high recognition from all generations, with nearly universal brand awareness among Gen X. Popularity of the brand skews younger, with Gen Z and Millennials expressing the highest favorability. Ownership of Nike sneakers is also highest among these younger consumers. Loyalty and media buzz around the brand decrease with age, with the most pronounced decline seen in Baby Boomers.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 97.0% | 96.0% | 96.0% | 99.0% | 98.0% |
| Popularity | 65.0% | 71.0% | 66.0% | 62.0% | 56.0% |
| Ownership | 58.0% | 67.0% | 60.0% | 53.0% | 41.0% |
| Loyalty | 49.0% | 59.0% | 52.0% | 43.0% | 36.0% |
| Buzz | 50.0% | 54.0% | 54.0% | 48.0% | 32.0% |
Life values
Success and a happy relationship matter more to Nike sneaker owners
Nike sneaker owners place higher importance on personal success and maintaining happy relationships than non-owners do. In contrast, non-owners place more importance on safety and security, independence, and traditional values. The path to success and pursuit of happiness are important to Nike sneaker owners, which might reflect into the brands motive of inspiring athletes to achieve victory.
Published September 20, 2024
| Category | Total | Nike owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 52.0% | 51.0% |
| An honest and respectable life | 48.0% | 47.0% | 49.0% |
| Safety and security | 38.0% | 37.0% | 41.0% |
| To be successful | 37.0% | 43.0% | 31.0% |
| Having a good time | 31.0% | 33.0% | 29.0% |
| Making my own decisions | 29.0% | 26.0% | 33.0% |
| Learning new things | 27.0% | 29.0% | 25.0% |
| Advancing my career | 14.0% | 14.0% | 12.0% |
| Traditions | 13.0% | 10.0% | 18.0% |
| Social justice | 10.0% | 9.0% | 12.0% |
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