Nike and Jordan Brands: Strong and Resilient in New Survey Data

We are pleased to share new survey data that highlights the enduring strength and resilience of Nike and Jordan brands, despite the company's ongoing operational challenges. The survey, conducted by UBS in 2024, provides valuable insights into consumer perceptions and preferences, which can help investors make informed decisions about these iconic brands.

Key findings from the UBS survey:

1. Unaided Brand Awareness: Nike continues to dominate in unaided brand awareness for both athletic apparel and footwear, indicating a strong brand recall among consumers. This is a testament to the brands' enduring popularity and cultural relevance.
2. High-Quality Products and Sports Performance: Consumers ranked Nike as the top brand for high-quality products and sports performance. This reputation for quality and performance is a significant driver of consumer appeal and loyalty.
3. Casual Wear Appeal and Fashion-Forwardness: The Jordan brand, in particular, is known for its fashion-forward designs and casual wear appeal, which attracts a wide range of consumers beyond just athletes. This versatility contributes to the brand's enduring popularity.
4. Purchase Intentions: Both Nike and Jordan brands showed year-over-year improvement in purchase intentions over the next 12 months, indicating that consumers are actively considering and planning to buy their products. This is a positive sign for the brands' future growth prospects.
5. Net Promoter Score (NPS): Nike retained the highest NPS among surveyed brands, climbing 400 basis points to 47%. This demonstrates strong customer satisfaction and loyalty, which is crucial for maintaining market share and driving long-term success.