Survey: Nike swooshes past back-to-school competitors

BY Dan Berthiaume

Beloit, Wis. – Athletic brand Nike, which first rose to dominance with the ascent of longtime spokesperson Michael Jordan as an NBA superstar in the early 1990s, is maintaining its leading position with consumers.

According to a new survey of 1,000 U.S. adults by online deal site FatWallet, a leading 41% of kids are asking for Nike products this back-to-school season.

Other top brands with the back-to-school set include Apple (31%; Under Armour (22%); American Eagle (19%); Levi's (18%); Converse (17%); Forever 21 (16%); Samsung (15%); Adidas (12%); and PacSun (6%).

Additional findings include:

• 89% of parents plan to spend the same or more than last year shopping for back to school needs, with 27% planning increased spending.

• 53% will buy back-to-school items online and 7% via mobile device.

• Top items parents plan to purchase include:

77% will buy general school supplies and backpacks
80% will buy clothes and shoes
41% will buy textbooks
20% will buy laptops or tablets
15% will buy smartphones


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