Brand KPIs for sportswear under armour in the united states-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sportswear:

UnderArmour

in

the

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

UnderArmour’s

performanceinthe

sportswear

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

Under

Armour

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??UnderArmour’s

brandingresonates

more

with

Gen

X

?UnderArmour

ranksseventh

inawareness

withinthesportswear

market?UnderArmour

generally

appealstowomen

morethan

men?Thepopularity

ratingof

UnderArmour

is52%?UnderArmour

ranksthirdinownership?Among

UnderArmour

enthusiasts,38%

fallunderthe

high-income

category?Interms

of

loyalty,UnderArmour

is

second

inthe?Consumers

want

theirsportswear

brandsto

haveUnited

Statesreliability,

authenticity,and

highvalue?UnderArmour

hasascore

of29%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

forUnder

Armour

at

88%Brand

profile:

snapshotBrand

performance

of

Under

ArmourintheUnited

States88%84%52%42%29%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=1,099,

respondents

who

know

the

individual

brand

(popularity),

n=1,099,

respondentswho

know

the

individual

brand

(ownership),

n=462,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,099,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Under

Armour’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUnderArmour

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatUnder

Armour

islikedby10%

ofBabyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

28%,

respectively.28%26%23%ForMillennials

andGen

Z,

36%

and

23%

feel

positivelytowards

Under

Armour,versus

36%

and26%.

Socurrently,

forUnderArmour,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=572,

Under

Armourenthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Under

Armour

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

UnderArmour

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

UnderArmour

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%53%47%53%

ofwomen

likeUnderArmourcompared

to

47%

of

men,whereas

forthe

overall

industry,51%

of

men

ownsportswear

compared

to49%

ofwomen.87%10%

ofUnder

Armour

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=572,

Under

Armourenthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Under

Armour

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.18%21%Single38%37%21%20%CoupleSingleparentNuclear38%

ofUnder

Armour

enthusiastsarefrom

high-income

households.UnderArmour’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

24%

ofUnderArmour

enthusiastshavethiscurrent

living

situation.8%9%24%22%33%29%33%Multi-generational7%6%15%16%ExtendedOther28%7%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=572,

Under

Armourenthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sportswear

brands

to

have

reliability,

authenticity,

andhigh

valueBrand

profile:

qualitiesQualitiesownerswant

from

sportswear

brandsForsportswear,

thetopthree

qualitiesowners

want

from

abrand

are

reliability,authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessUnderArmour

owners

alsoappreciatethese

key

attributes,indicatingUnderArmour

exudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatUnderArmourenthusiastsare

least

focused

on

arecleverness

andinclusiveness.ReliabilityExclusivityUnderArmour

should

work

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sportswear,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=462,

Under

Armourowners’,n=572,

Under

Armourenthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Under

Armour

fans,

28%

state

that

they

get

excited

about

sportswearBrand

profile:

attitudesWhat

doconsumersthink

ofsportswear

ingeneral?48%41%33%29%28%26%23%22%20%19%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsportswear

topicsrelating

tosportswearIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sportsweardo

youagree

with?”;

Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=572,

Under

Armourenthusiast,

n=1,123,sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Under

Armour

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sportswear,

theaverage

awarenessof

abrand

intheUnitedStatesis64%.

Awareness

ofUnderArmour,

however,

isat88%.Awareness52%

ofU.S.

sportswear

owners

say

theylike

UnderArmour,

compared

to

anindustryaverage

brandpopularity

of31%.42%

ofindustryowners

inthe

United

Statessay

theyown

UnderArmour,

with

the

average

ownership

ofabrandat23%.BuzzPopularity84%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of75%.UnderArmour

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=1,099,

respondents

who

know

the

individual

brand

(popularity),

n=1,099,

respondentswho

know

the

individual

brand

(ownership),

n=462,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,099,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Under

Armour

ranks

seventh

in

awareness

within

the

sportswear

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUnderArmourRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Nike96%95%92%91%91%89%88%87%85%77%12%2adidas3Puma4ReebokJordan5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ChampionUnder

ArmourNew

BalanceFila78Outofallrespondents,

88%

were

aware

of

UnderArmour.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.88%N/A9Awareness10Wilson13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Under

Armour

is

52%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUnderArmourRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike67%61%52%43%41%41%40%38%27%26%2adidas3Under

ArmourNew

BalanceReebokChampionJordan448%Outofconsumers

who

knew

thebrand,

52%

saidtheyliked

UnderArmour.

Thisranksthemthirdcomparedtootherbrandssurveyed

inthismarket.552%678Puma9FilaPopularityN/A10ASICS14

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,099,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Under

Armour

ranks

third

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofUnderArmourRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosportswear,

which

of

the

following

brandsdoyou

owncurrently?”.1Nike2adidas48%3Under

ArmourChampionNew

BalanceJordan42%Outofconsumers

who

knew

thebrand,

42%

saidtheyowned

Under

Armour.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.42%434%530%58%627%7Puma26%8ReebokFila26%919%UsageN/A10New

Era18%15

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=1,099,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Under

Armour

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUnderArmour’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nike16%2Under

Armouradidas84%383%4Jordan82%5New

BalanceKappa81%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sportswear,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7New

EraRussell

AthleticPuma80%877%84%977%Outofrespondents

whohaveowned

UnderArmour,84%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Titleist75%16

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=462,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Under

Armour

has

a

score

of

29%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUnderArmourRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike2adidas39%29%3Jordan33%Outofconsumers

who

knew

thebrand,

29%

saidtheyhadheardaboutUnder

Armour

inthemedia.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4Under

ArmourNew

BalanceChampionReebok29%527%624%723%71%8Kappa19%9CallawayPuma19%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,099,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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