Legacy sneaker giants Nike and Adidas are facing headwinds, grappling with excess inventory and criticism for a perceived lack of innovation in their sneaker lineups. Against this backdrop, On Running and Deckers’s HOKA, two lesser-known brands, are threatening to take further market share. Both had an impressive 2023, deploying marketing strategies rooted in meaningful innovation and positioning as premium sportswear. Below, occam provides an analysis of brand recognition, how these brands resonate with different demographics, and the qualities that consumers value in their products.
Source: Analysis based on occam™ proprietary AI-enhanced research platform with various data sources, including a wide range of questions asked to over 1000 respondents per day with over three years of history. Information is census-balanced and uses occam’s™ proprietary AI algorithm that ensures minimal sampling bias (<1%). Contact us for more info.