Citi Research’s latest quarterly Global Sporting Goods Survey found that Nike out-ranked Adidas in terms of intent to purchase and is the athletic brand consumers perceive as the most innovative in North America. However, Adidas tied Nike for the highest Net Promoter Score (NPS) among athletic brands in June, highlighting the popularity of Adidas’ Terrace franchises.

In other regions, Adidas retook the No. 1 spot on both NPS, a research metric that measures the likelihood a consumer would recommend a product to others from Nike in Europe. Adidas also out-ranked Nike in intent to purchase in Europe for the first time since Citi’s Europe survey began in March 2024.

In China, Nike surpassed Adidas to take the top spot in NPS, while Li Ning overtook Adidas for the No. 2 spot in intent to purchase and was perceived as the most innovative brand, suggesting that local Chinese brands may be gaining ground with the Chinese consumer.

The Citi survey, led by analysts including Paul Lejuez, was released just before Nike, Inc. reported its earnings last week to explore consumer perceptions of the Nike and Jordan brands. The survey also explores perceptions of other brands, finding that New Balance has gained ground in perception in North America, while Anta, along with Li Ning, has gained traction in China, and Salomon has gained ground in Europe.

The research, conducted in late May and early June in collaboration with the Innovation Lab, features a survey of 1,600 North American consumers, 1,000 Chinese consumers and 900 consumers in Europe (UK, France and Germany). 

North America Summary
In North America, Adidas moved up to tie Nike with an NPS among athletic brands of +45 in Citi’s June survey (vs. Adidas at +36 and Nike at +43 in Citi’s February 2025 survey). The remaining Top 5 in NPS were New Balance (score of +37, up from +34 in February), Puma (+37, up from +34), and Jordan (+28, up from +20).

Citi’s research noted that Jordan moved up in rank to the fifth most recommended athletic brand from tenth in February; however, the brand’s overall NPS score remains down from +40 in December 2024.

Among other brands, On Running saw a significant increase in NPS (+24 in June, up from +5 in February), with Reebok (+27 vs. +23) and Birkenstock (+21 vs. +17) also showing gains.

Citi’s research found declining NPS scores for Hoka (+17 vs. +24), Lululemon (+26 vs. +34) and Asics (+13 vs. +23). Under Armour had the same NPS score in both surveys at +28.

When asked which athletic brand survey they would consider purchasing next, respondents were limited to picking one. Nike again topped the list, cited by 26 percent of North American respondents, down from 29 percent in Citi’s February survey. Adidas was next at 20 percent, up from 18 percent in the firm’s February survey, followed by New Balance and Under Armour, both at 9 percent and Jordan and Lululemon, both at 5 percent.

Surveyed respondents cited Hoka only 3 percent in Citi’s June survey as the athletic brand they were considering purchasing next, up from 1 percent in February, and On was at 1 percent in June, in line with Citi’s February survey).

Citi suggested, “These growing brands are still not considered as highly by most survey respondents.”

When asked which athletic brand they perceive as most innovative, surveyed respondents in the latest survey said Nike was well ahead of others, at 26 percent, up from 25 percent in the February survey, with Adidas in the No.2 spot at 13 percent, up from 11 percent in February, followed by New Balance at 9 percent and Under Armour at 8 percent. Lululemon and Puma each tied for respondents at 5 percent.

North American respondents indicated that they had seen no perceived change in the overall promotional environment, “suggesting that the overall athletic/active environment is still promotional, but not getting any worse or much better,” according to Citi.

Citi also found that respondents’ expectations regarding disposable income in its recent survey were comparable to those in the February survey, which Citi stated was “notable given significant tariff news and volatile consumer sentiment data we’ve seen in NAM over the last several months, indicating the consumer remains relatively stable.”

China Summary
In China, Nike ranked highest in terms of NPS, with a score of +66, up from +43 in February, surpassing Adidas to claim the No.1 spot in the June survey.

Respondents rated Adidas in second place (+64 vs. +48 in February), followed by Li Ning (+59 vs. +38), Lululemon (+57 vs. +33 in February, although more in line with a +54 score in December), and Anta (+53 vs. +40 in February).

Several brands had NPS scores fairly close to Anta’s, including Fila and Reebok, both at +52; Asics and Salomon, at +50; Xtep, at 49; and New Balance, at 47.

Jordan remained in a weaker position, despite a rise in NPS from +29 in February to +45 in June, and now ranks in the No. 12 spot (down from the No. 10 spot in February).

When Citi asked respondents which athletic brands they considered purchasing next, Nike again landed in the top spot this quarter at 28 percent (vs. 22 percent in February), followed by Li Ning, 16 percent (vs. 12 percent in February); Adidas, 15 percent (in-line with February); and Anta, 11 percent (in-line with February).

Asked about which athletic brands they perceive as the most innovative, Nike retained the No.1 spot at 25 percent (up from 20 percent in February), followed by Li Ning at 18 percent (up from 12 percent in February) and Adidas at 16 percent (unchanged from 15 percent in February).

Citi found that the environment in China remains promotional but was relatively consistent with recent quarters, and the state of the consumer “also seems consistent” with a recent quarter.

Europe Summary
In Europe, Adidas reclaimed the No.1 spot with the highest NPS of all athletic brands surveyed at +46 in June (up from +42 in February), followed by Nike at +41 (down from +43 in February). Salomon was in third place with an NPS score of +37 (up from +8 in February).

Asked which athletic brand they considered purchasing next, surveyed respondents said Adidas topped the list at 26 percent in June (vs. 25 percent in February), followed by Nike at 25 percent (vs. 27 percent in February), Puma at 8 percent (in-line with February), and New Balance at 6 percent (vs. +10 percent in February).

When asked which brand they perceived as most innovative, Nike topped the list of surveyed respondents again, at 25 percent (in line with Citi’s February survey), followed by Adidas at 21 percent (vs. 20 percent in February). Asics and New Balance tied for third at 6 percent.

Citi reported that its recent survey showed the promotional and consumer environment in Europe looks similar to last quarter.

Image courtesy Adidas