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Chart of The Week – Athletic Shoes

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  In the coming weeks our Chart of The Week will be dedicated to sharing RDE results for a variety of categories.  If you have questions about your category – give us a call.

RDE Assessment among men and women for eight major brands in the Athletic Shoe category led to the following observations:

  1. As the runaway category leader, Nike easily outstrips the competition in terms of Relevance.  It’s lead in terms of Differentiation and Emotion is considerably less.

  2. Sketchers most closely challenges Nike in terms of Differentiation and Emotion, and in fact surpasses Nike on those dimensions among women.

  3. While among the lowest in relevance, Jordan is very strong in Differentiation compared to other competitors of a similar size.

  4. Puma is lowest on all three dimensions and is especially weak among women.

  5. And overall the RDE Composite scores for these 8 brands in the category correlate to MSW’s CCPreference at an extremely high .96, proving the connection between these measures and the predictive nature of both.

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