If the Shoe Fits

By Published on .

No disrespect here, Shaq and MJ, but it seems people consider things other than celebrity endorsements when buying a pair of sneakers. New York City-based Brand Keys interviewed 600 consumers of athletic footwear to determine the attitudinal and behavioral factors that influence purchases in the category. Out of several dozen attributes, Brand Keys identified four key drivers and scored them on an index of 100. The survey participants, 100 per brand, then rated their sneaker of choice against these top attributes. Adidas came out on top because of its high rating for comfort. Nike may have the swoosh, but scores low on durability.

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