Nike lost six points of consideration and preference in six months of performance-heavy spending
StatBrand Strategy
Tracksuit's US sportswear tracking for Nike between April and September 2024 shows awareness slipping from 95% to 94%, consideration from 79% to 73% and preference from 39% to 33%, after years of over-investing in conversion marketing at the expense of brand. In people, that is 5.7 million fewer Americans considering Nike and 8 million fewer preferring it, while Hoka, On and Adidas gained.
Source
Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
deck p11-12; 00:10:31-00:12:54 Mikayla Hopkins (Tracksuit dashboard)
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