| Category | |
|---|---|
| Awareness | 93.0% |
| Popularity | 37.0% |
| Ownership | 24.0% |
| Loyalty | 19.0% |
| Buzz | 31.0% |
Sneaker brands
Jordan brand profile in the U.S.
With a brand awareness of more than 90 percent, Jordan is one of the most well-known sneaker brands in the United States, and 24 percent of sneaker owners in the United States own a pair of Jordans.
The Nike-owned brand is well-known among consumers from different generations, and 34 percent of Gen Z sneaker owners in the U.S. own Jordan sneakers. More than 50 percent of Jordan owners value being successful, and 20 percent consider advancing their career as one of the three most aspects in life.
Brand KPI profile
Jordan flying high in the U.S.
Over 90 percent of sneaker owners in the United States recognize Jordan. Released for the first time in 1985, the collaboration between Michael Jordan and Nike has a brand popularity score of 37 percent in the U.S. sneaker audience, and 31 percent in that group had noticed Jordan on social media, in media or in advertising in the past 3 months before our representative survey.
Generations
Just Do It with Gen Z, and Millennials
Jordan is well-known among all generations in the U.S., but more successful with younger consumers in other brand KPIs. First, while Jordan is popular among almost 45 percent of Millennials sneaker owners, it reaches not even 10 percent in the same category among Baby Boomers. Similarly, when 34 percent of Gen Z in our survey own a pair of Jordans, this is only true for 16 percent in Gen X.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 93.0% | 94.0% | 93.0% | 94.0% | 89.0% |
| Popularity | 37.0% | 46.0% | 44.0% | 31.0% | 9.0% |
| Ownership | 24.0% | 34.0% | 29.0% | 16.0% | 7.0% |
| Loyalty | 19.0% | 29.0% | 23.0% | 12.0% | 5.0% |
| Buzz | 31.0% | 42.0% | 32.0% | 27.0% | 13.0% |
Life values
Being successful is more important to Jordan sneakers owners
Now we know who Jordan owners are, let's look at what matters to them the most in their lives. As can be seen, being successful is way more important to owners of Jordan sneakers than to non-owners in the United States. Consumers who own Jordans also attribute more importance to advancing their careers than respondents who do not own sneakers by the brand. Meanwhile, an honest and respectable life holds less value in the lives of Jordans owners, as compared to non-owners.
Published September 20, 2024
| Category | Total | Jordan owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 47.0% | 53.0% |
| An honest and respectable life | 48.0% | 40.0% | 50.0% |
| Safety and security | 38.0% | 32.0% | 41.0% |
| To be successful | 37.0% | 53.0% | 33.0% |
| Having a good time | 31.0% | 35.0% | 30.0% |
| Making my own decisions | 29.0% | 25.0% | 31.0% |
| Learning new things | 27.0% | 29.0% | 27.0% |
| Advancing my career | 14.0% | 20.0% | 12.0% |
| Traditions | 13.0% | 11.0% | 14.0% |
| Social justice | 10.0% | 9.0% | 11.0% |
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