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 close to 100 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 almost equally high, while almost 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 and Baby Boomers. 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.

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 December 18, 2023

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