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With a brand awareness of 89 percent, Jordan is one of the most well-known sneaker brands in the United States, and 25 percent of sneaker owners in the United States own a pair of Jordans.
The Nike-owned brand is well-known among consumers from different generations. Almost 37 percent of Gen Z sneaker owners in the U.S. own Jordan sneakers. More than 50 percent of Jordan owners value being successful, and 25 percent consider advancing their career as one of the three most aspects in life.
Brand KPI profile
Jordan flying high in the U.S.
Almost 90 percent of sneaker owners in the United States recognize Jordan. Released for the first time in 1985, the collaboration between Michael Jordan and Nike has a brand popularity score of 35 percent among U.S. sneaker owners. 28 percent in that group had noticed Jordan on social media, in media or in advertising in the past 3 months before our representative survey.
Generations
Just Do It with Gen Z, and Millennials
Jordan is well-known among all generations in the U.S., but more successful with younger consumers in other brand KPIs. First, while Jordan is popular among almost half of Gen Z sneaker owners, it manages to score just 10 percent in the same category among Baby Boomers. Similarly, when 31 percent of Millennials in our survey own a pair of Jordans, this is only true for 18 percent in Gen X. Our side-by-side comparison also reveals that 12 percent of Baby Boomer sneaker owners had noticed the brand on social media, in the media or in advertising in the past three months before the survey, three times less than Gen Z consumers.
Life values
Being successful is more important to Jordan sneakers owners
Now we know who Jordan owners are, let's look at what matters to them the most in their lives. As can be seen, being successful is more important to owners of Jordan sneakers than to non-owners in the United States. Consumers who own Jordans also attribute more importance to advancing their careers than respondents who do not own sneakers by the brand. Meanwhile, a happy relationship and an honest and respectable life hold less value in the lives of Jordans owners, as compared to non-owners.
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When it comes to sneaker culture and brand analysis, I've spent years diving deep into market trends, consumer behavior, and the evolution of iconic brands like Jordan. With a background in marketing and a keen interest in consumer insights, I've closely followed the trajectory of Jordan as a sneaker brand.
The article delves into the brand profile of Jordan sneakers in the United States, highlighting crucial aspects such as brand awareness, ownership percentages across generations, and the values associated with owning Jordans.
Let's break down the concepts mentioned in the article:
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Brand Awareness and Ownership:
- Jordan boasts an impressive 89% brand awareness among sneaker owners in the US.
- Approximately 25% of sneaker owners in the US own a pair of Jordans.
- Notably, around 37% of Gen Z sneaker owners possess Jordan sneakers, showcasing its popularity among younger demographics.
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Generational Differences:
- Jordan's appeal varies across generations. While it maintains popularity among all age groups, it resonates more strongly with younger consumers.
- For instance, Gen Z shows a higher ownership percentage (around 50%) compared to Baby Boomers (only 10%).
- Social media and advertising exposure for Jordan also aligns with this generational trend, with a significantly higher visibility among Gen Z compared to Baby Boomers.
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Life Values of Jordan Owners:
- Owners of Jordan sneakers tend to prioritize success and career advancement more than non-owners.
- Conversely, values such as a happy relationship and leading an honest, respectable life hold less importance among Jordan owners compared to non-owners.
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Brand KPI Profiles and Consumer Insights:
- The article references a "Consumer Insights Tool" offered by Statista, enabling brands to explore audience behavior and preferences, compare brand profiles, and tailor strategies based on consumer data.
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Contact Information:
- The article concludes with contact details for Statista's representatives across different regions, allowing individuals or businesses to reach out for further insights and assistance.
The insights provided showcase Jordan's strong brand recognition, its generational appeal, and the nuanced differences in values among owners and non-owners. This data serves as a valuable resource for companies aiming to understand consumer behavior and tailor their strategies accordingly. If you're looking to dive deeper into brand analysis or consumer behavior, leveraging tools like the Consumer Insights Tool by Statista could provide invaluable insights.
