Nike and Puma follow in second and third place in the Splendid Research Index
According to a recent representative study, Adidas is the strongest brand among sneaker manufacturers. Nike and Puma follow in second and third place in the top 10 ranking conducted by Splendid Research. The study also reveals that the sustainable shoe label Veja has developed an excellent image, but is still far too unknown to be among the top ten in Germany.
In June 2020, the Hamburg market research institute Splendid Research surveyed 1.508 Germans between the ages of 18 and 69 online about sneaker brands as part of a representative survey. The study examined which brands are best known in this industry, what image they have and how high the probability of purchase/repurchase is.
The results show: The winner is Adidas with a score of 65,1 (a maximum of 100 was possible). The “brand with the three stripes” not only has a very high level of awareness of 90,6 percent among the German population as a whole, but also achieves a very good score in terms of overall brand image with 71,8. The brand image is made up of the scores of ten different attributes, with Adidas being perceived by those surveyed as being particularly attractive (71,9) and matching their own personality (64,0).
Close behind in the overall ranking are Nike (64,9) and Puma (62,7) in second and third place. Nike is also only slightly behind Adidas in terms of awareness at 90,4 percent and is perceived by those surveyed as a brand with high quality (75,5) and attractiveness (72,1), which also has high innovation potential (72,2). . Puma also secures its place in the top 3 through high awareness (87,3 percent) and impresses with high quality (74,7) and attractiveness (72,4).
In addition to the top 3, Reebok (77,6 percent) and Fila (75,9 percent) have an awareness of more than 75 percent - the other competitors in the ranking of the ten strongest sneaker brands range between 55 and 61 percent.
Due to its currently far too low awareness (4,2 percent), the French label Veja does not yet make it into the top 10. “Veja is so far only known to a very specific target group. However, with its focus on sustainability, the brand hits the nerve of many consumers and, with its outstanding image, has created an excellent starting position to secure further market shares in the future,” says Norman Habenicht, Head of Marketing & Communications at Splendid Research.
The full study is available free of charge at www.splendid-research.com/top10-sneaker
