Survey- top 50 sporting goods brands consumer purchases in the United States 2014

The statistic depicts the share of lifestyle consumers who purchased from sporting goods brands in the past year, ranked by percentage of consumers. Under Armour apparel was purchased by 22% of sporting goods consumers in the last year, ranking 3rd place. In 2011, the brand ranked at 10th place.Top sporting goods brands in the United States - additional information The sporting goods market is a growing, though competitive, industry in the U.S., where sales topped 64 billion U.S. dollars in 2014, up from just over 50 billion U.S. dollars a decade prior. In order to stay relevant and earn market share, it is important for sports brands to maintain not only product quality, but also brand recognition. Awareness, say marketing experts, leads to purchase, which is only a step away from brand loyalty. Customers seem to confirm this, as according to a recent survey among consumers in the United States, product quality and style are extremely important when buying sporting goods. However, the brand name also plays an important role in the purchasing decision of 60 percent of respondents, while past experience with a brand is mentioned by over 80 percent of those surveyed as a possible factor. In addition, celebrity endorsements of certain sports brands may also have a strong influence on possible buyers. Sports brands which have simple, but memorable logos (such Adidas’ three stripes, from which the alternative name "The three stripe company" is derived), powerful quotes (such as Nike’s “Just do it”) or are strongly associated with a celebrity (such as Michael Jordan’s “Air Jordan” brand for Nike) are therefore more likely to be remembered and recognized by possible customers. And indeed, in a study regarding brand awareness, where respondents were asked to recognize brands from a list, and also had the opportunity to mention specific brands in an unaided awareness section of the survey, both female and male participants have put Nike and Adidas at the top of the list. Incidentally or not, these two brands also top the ranking of sports equipment companies, according to their worldwide revenues in 2014. The same year, Nike was named the number one most valuable sports business in the world, with a brand value of 19 billion U.S. dollars and reported worldwide sales worth 28 billion U.S. dollars.

该统计数据描绘了在过去一年中，按消费者百分比排名的生活方式消费者中购买运动用品品牌产品的份额。Under Armour品牌服饰在过去一年中被22%的运动用品消费者购买，位列第三。2011年，该品牌排名第10位。美国顶级运动用品品牌 - 补充信息。美国运动用品市场是一个正在增长但竞争激烈的行业，2014年的销售额达到640亿美元，比十年前的50多亿美元增长了。为了保持相关性和赢得市场份额，运动品牌不仅需要维持产品质量，还需要加强品牌认知度。市场营销专家指出，认知度导致购买，而购买只是建立品牌忠诚度的第一步。消费者似乎也证实了这一点，根据最近对美国消费者的调查显示，购买运动用品时，产品质量和款式至关重要。然而，品牌名称在60%受访者的购买决策中也扮演着重要角色，而超过80%的受访者提到过去对品牌的经验可能是一个影响因素。此外，某些运动品牌的名人代言也可能对潜在买家产生强烈影响。因此，那些拥有简洁却令人难忘的标志（如阿迪达斯的三个条纹，该标志名称“三条纹公司”即由此而来）、强有力的口号（如耐克的“Just do it”）或与名人有着强烈关联的品牌（如耐克的迈克尔·乔丹“Air Jordan”品牌），更有可能被潜在客户记住并识别。不出所料，在这些品牌中，耐克和阿迪达斯在品牌认知度研究中位居榜首，该研究要求受访者从一份列表中识别品牌，并在调查的无辅助认知部分提及特定的品牌。偶然或必然，这两家品牌在2014年的全球收入排名中也位居体育器材公司之首。同年，耐克被评为全球最有价值的运动品牌，品牌价值为190亿美元，全球销售额达到280亿美元。