Nike Inc. and Jordan Brand Survey Insights

Investing.com reports that Nike Inc. (NYSE:NKE) and its Jordan brand continue to be consumer favorites, despite ongoing operational challenges, according to a new survey.

Survey Highlights

• Brand Awareness: Nike leads in unaided brand awareness for athletic apparel and footwear.

• Quality Rankings: Consumers ranked Nike as the top brand for:

  • High-quality products
  • Sports performance
  • Casual wear appeal
  • Fashion-forwardness

• Purchase Intentions: There is a year-over-year improvement in purchase intentions for both Nike and Jordan products over the next 12 months, outperforming competitors.

• Net Promoter Score: Nike achieved the highest Net Promoter Score (NPS) among surveyed brands, increasing by 400 basis points to 47%.

Analyst Insights

UBS analysts acknowledged the enduring strength of these brands, suggesting it could support Nike's comeback. However, they noted that Nike is still facing challenges in rebuilding its product innovation cycle, which is considered to be in its early stages. Critics argue that the company’s strategy has leaned more toward stock performance than consumer engagement.

UBS has retained a “neutral” rating on Nike's stock with a price target of $73.