CONSUMER&

BRANDBrandKPIs

for

sportswear:

Umbro

inBrazilConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Umbro’s

performance

inthesportswear

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202470%

of

Umbro

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Umbro’s

brandingresonates

more

with

Gen

X?Umbro

generally

appealsto

men

more

than

women?Umbro

ranksoutside

the

Top

10

inawareness

withinthe

sportswear

market?Thepopularity

ratingof

Umbro

is30%?Among

Umbro

enthusiasts,37%

fallunderthe

high-income

category?Umbro

ranksoutside

the

Top

10

inownership?Consumers

want

theirsportswear

brandsto

have?Interms

of

loyalty,Umbro

isoutside

the

Top

10

inauthenticity,reliability,

and

honesty

/trustworthinessBrazil?Umbro

hasascore

of

17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Umbro

at

76%Brand

profile:

snapshotBrand

performance

of

UmbroinBrazil76%70%30%17%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sportswear‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=945,

respondents

who

know

the

individual

brand

(popularity),

n=945,

respondents

whoknow

the

individual

brand(ownership),

n=165,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=945,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Umbro’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUmbro

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatUmbro

islikedby5%

of

Babyboomers

and31%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.31%30%27%24%ForMillennials

andGen

Z,

40%

and

24%

feel

positivelytowards

Umbro,

versus

39%

and30%.

Socurrently,

forUmbro,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=280,

Umbroenthusiast,

n=1,154,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Umbro

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Umbro

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Umbro

hasalower5%8%43%57%56%

ofmen

likeUmbro

compared

to43%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

own

sportswearcompared

to

50%

of

men.50%50%proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.92%89%5%

of

Umbro

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=280,

Umbroenthusiast,

n=1,154,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Umbro

enthusiasts,

37%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.9%8%Single35%37%15%14%CoupleSingleparentNuclear37%

ofUmbro

enthusiastsarefromhigh-income

households.Umbro’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

41%

of

Umbroenthusiastshavethiscurrent

livingsituation.6%7%41%35%34%31%34%Multi-generational8%9%17%23%29%ExtendedOther4%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=280,

Umbroenthusiast,

n=1,154,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sportswear

brands

to

have

authenticity,

reliability,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

sportswear

brandsForsportswear,

thetopthree

qualitiesowners

want

from

abrand

areauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Umbro

owners

also

appreciatethese

keyattributes,indicating

Umbro

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatUmbro

enthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityUmbro

shouldwork

on

promoting

socialresponsibility

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sportswear,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=165,

Umbroowners’,n=280,

Umbroenthusiast,

n=1,154,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Umbro

fans,

52%

state

that

they

get

excited

about

sportswearBrand

profile:

attitudesWhat

doconsumersthink

ofsportswear

ingeneral?52%50%44%43%43%38%37%33%30%29%27%26%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsportswear

topicsrelating

tosportswearIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sportsweardo

youagree

with?”;

Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=280,

Umbroenthusiast,

n=1,154,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Umbro

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sportswear,

theaverage

awarenessof

abrand

inBrazil

is78%.

Awareness

ofUmbro,however,

is

at76%.Awareness30%

ofBrazilian

sportswear

owners

say

theylikeUmbro,

compared

to

anindustryaverage

brandpopularity

of39%.17%

ofindustryowners

inBrazil

say

theyown

Umbro,with

the

average

ownership

ofabrandat24%.BuzzPopularity70%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of77%.Umbro

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

17%

comparedto26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sportswear‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=945,

respondents

who

know

the

individual

brand

(popularity),

n=945,

respondents

whoknow

the

individual

brand(ownership),

n=165,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=945,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Umbro

ranks

outside

the

Top

10

in

awareness

within

the

sportswear

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUmbroRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Nike98%98%98%95%95%88%84%81%77%76%24%2adidasPuma34Fila5OlympikusMizunoReebokPenaltyTopperRainhaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6776%8Outofallrespondents,

76%

were

aware

of

Umbro.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Umbro

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUmbroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1adidas77%75%54%47%46%42%36%35%34%30%2Nike30%3Puma4OlympikusFilaOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Umbro.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56MizunoASICS770%8ReebokNew

BalanceDecathlon9PopularityN/A1014

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=945,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Umbro

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofUmbroRank#

BrandUsage

%67%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosportswear,

which

of

the

following

brandsdoyou

owncurrently?”.1adidas17%2Nike60%3Fila31%Outofconsumers

who

knew

thebrand,

17%

saidtheyowned

Umbro.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4OlympikusPuma31%530%6MizunoASICS24%721%8DecathlonNew

BalanceUnder

Armour21%83%918%UsageN/A1018%15

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=945,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Umbro

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUmbro’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Under

Armour2Nike88%30%3adidas85%4ARENAOlympikusASICS82%581%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sportswear,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7New

BalanceMizunoPuma80%70%876%975%Outofrespondents

whohaveowned

Umbro,

70%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Rainha75%16

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=165,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Umbro

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUmbroRank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas17%2Nike62%3OlympikusPuma37%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutUmbro

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.432%5Fila30%6MizunoNew

BalanceASICS27%724%823%83%9PenaltyDecathlon21%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=945,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?