Welcome to Day 11 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Nike!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Nike?
shoes (301), athletic (296), swoosh (159), performance (88), sneakers (50)
How would you describe the "typical" customer of Nike?
"Someone active, brand-conscious, and style-aware — often younger, into sports or fitness, who likes trendy, performance shoes and apparel."
"Someone active, brand-aware, and style-conscious — often younger, into fitness or casual sportswear, but also people who like the look of athletic apparel."
"Mostly younger, active people who run or play sports, and folks who like branded sneakers for everyday wear—style and performance oriented."
If you could rename Nike to describe what they actually are, what would you call it?
performance (388), brand (195), gear (157), performancegear (78)
Describe Nike in exactly three words.
Expensive: 59.9%, Athletic: 32.9%, Trendy: 31.8%, Popular: 25.5%, Sporty: 23.3%, Stylish: 17.8%, Reliable: 14.3%, Iconic: 12.3%, Pricey: 9.8%, Performance: 8.9%
If you could fire the CEO of Nike, would you? (Yes/No)
No: 96.8%
Yes: 3.2%
If you met the CEO of Nike, what is the first question you would ask them?
"How do you ensure fair labor practices and supply-chain transparency for the people who make your products?" "What are you doing to make your products more affordable for working families while ensuring fair labor practices in your supply chain?"
"What are you doing to ensure fair labor practices and make products more affordable for everyday people?"
What is the maximum price (in dollars) you would pay for a product before walking away?
Average: $97.86
How long do you expect a Nike product to last?
Average Duration: 2.9 years
If you could change one thing about the product, what would it be?
"Make them more durable for everyday use — better materials and longer-lasting soles."
"Make them more durable for everyday wear — better soles and stitching so they last longer for a busy family."
Who is the biggest threat to Nike?
Adidas
What is the best alternative to Nike?
Adidas
New Balance
Skechers
Why haven’t you switched to a competitor yet?
"Out of habit and because I find styles and fits I like with Nike, switching takes time and effort to find the right fit." "Out of habit and familiarity with certain styles, plus sometimes availability — and I don’t buy new gear often, so I stick with what I know."
"Out of habit and because I know what fits me; switching means trying lots of shoes until I find the right fit."
On a scale of 0-10, how much do you trust Nike?
Average: 5.6
Do you think Nike’s best days are ahead of it or behind it? (Yes/No)
Ahead: 95.5%
Behind: 4.5%
If Nike went out of business tomorrow, would you care? (Yes/No)
No: 99.2%
Yes: 0.8%
Does Nike actually care about its customers? (Yes/No)
No: 63.9%
Yes: 36.1%
Do you know the name of Nike’s CEO? (Yes/No)
No: 93.2%
Yes: 6.8%
Does the CEO’s public behavior make you less likely to buy from Nike? (Yes/No)
No: 72.3%
Yes: 27.7%
Do you think the leadership at Nike is competent? (Yes/No)
Yes: 84.4%
No: 15.6%
Is the leadership of Nike a liability to the company? (Yes/No)
No: 78.4%
Yes: 21.6%
Do you think the CEO uses their own product? (Yes/No)
Yes: 84.0%
No: 16.0%
Do the executives at Nike seem out of touch with reality? (Yes/No)
Yes: 59.9%
No: 40.1%
Would you buy from Nike if it weren't on sale? (Yes/No)
No: 60.4%
Yes: 39.6%
Is Nike worth the money? (Yes/No)
No: 63%
Yes: 37%
If Nike raised their prices by 10%, would you still buy it? (Yes/No)
No: 76.2%
Yes: 23.8%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert Scale: Very Unlikely to Very Likely)
Average: 3.8
Has the quality of Nike declined recently? (Yes/No)
No: 73%
Yes: 27%
Is Nike too "woke"? (Yes/No)
No: 81.6%
Yes: 18.4%
Are you loyal to Nike because you like it, or because you’re stuck? (Yes/No)
Like it: 65.6%
Not loyal: 31.2%
Stuck: 3.2%
Do you think Nike will exist in 10 years? (Yes/No)
Yes: 100.0%
How likely are you to purchase from Nike in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average: 3
See you tomorrow for Day 12!
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