The NBA Finals captivated much of the sports world over the past week. And Nike was ready to capitalize on that with an ad campaign starring Kevin Durant. The ad, titled “Debate This,” features a lot of the criticism that Durant has faced throughout the early parts of his career, along with Durant constantly proving those critics wrong. So how much might this ad impact people’s buying habits? We asked 800 respondents about their opinions on Nike and other sporting goods brands. Then we tested the ad to see if it made any impact.
In Ask Your Target Market’s latest online survey, 11% of respondents said they purchase sporting goods and apparel a few times per month. 20% said they make athletic purchases a few times every three months. 31% do so a few times per year. 21% said they purchase sporting goods or apparel items less frequently than once per year. And 18% are not sporting good consumers at all.
Of those who purchase athletic equipment or apparel at least on occasion, 80% said that they have bought Nike products, making it the most popular brand in that space. Adidas was the second most popular brand, with 64% of respondents saying they’ve bought Adidas products.
Nike Kevin Durant Ad
Overall, 71% of respondents said they would be at least somewhat likely to choose Nike the next time they purchase athletic goods or apparel, with 27% saying it would be very likely. Of those who viewed Nike’s Kevin Durant ad, just 23% said they would be very likely to choose Nike for their next purchase.
In addition, 48% of respondents said they watched at least some of the NBA Finals this year. And of those who watched, 34% said they would be very likely to choose Nike for their next purchase of athletic goods or apparel.
Nike Brand Attributes
In general, respondents tend to see Nike as a brand that offers quality. But they also associate words like popular, comfortable, reliable, durable, expensive and cool with the Nike brand. Of those who viewed the Kevin Durant Nike ad, those same brand attributes remained popular. But viewers were a bit more likely to also associate words like athletic and innovative with the Nike brand.
Nike’s Kevin Durant ad didn’t have a positive impact on consumers as a whole. In fact, those who viewed the ad were actually a bit less likely to say that they’ll choose Nike for their next purchase. However, it did have a significant positive impact on those who watched the NBA Finals. Of course, that’s where Nike first aired the ad. So clearly, the team did a good job of creating an ad specifically for that target. However, aside from maybe running the ad during some sports programming in the coming weeks for anyone who missed it during the Finals, it doesn’t seem to have a lot of potential to make an impact going forward now that it’s already been shared with the consumers who are most relevant.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on June 14 via AYTM’s online survey panel.