AEO Article
How Does Nike Compare to Adidas Across Discovery and Conversion Metrics?
Nike leads on search discovery (15.2% share, #1 rank) and GenAI visibility (#2), but Adidas converts far harder — its purchase category share (7.8%) is 2.4× Nike's (3.2%), with a conversion stage share ~6× larger. These findings come from Measure's permissioned behavioral panel, which tracks how consumers discover, research, and purchase across platforms. The data reflects observed online behavior — not surveys or stated intent.
Nike
vs
Adidas
- ~1.5× largerRelative audience sizeBase
- 15.2% (#1)Search category share (avg rank)5.1% (#3)
- 3.2% (#9)Purchase category share (avg rank)7.8% (#3)
- 5.2% (#2)GenAI category share (avg rank)1.8% (#6)
- 10.0%TikTok reach (% of audience)15.0%
- 15.5%Google Search reach (% of audience)13.0%
- 24.1%YouTube reach (% of audience)30.8%
- 45.6%Consideration stage (% of events)36.3%
- 0.16%Conversion stage (% of events)1.00%
- 23.4%Discovery stage (% of events)17.8%
Nike holds the #1 search category share in its competitive set at ~15% of branded search volume — roughly 3× Adidas's ~5%. Its funnel is firmly consideration-heavy: 45.6% of its events sit in the consideration stage, reflecting a brand that consumers actively seek out and research extensively before deciding.
Search vs Purchase category share — Nike vs Adidas
Avg % share of branded events within each competitive category (US)
Average share_pct from brand_metrics_category_share, Jun 2024–Aug 2025 (solid tier).
Despite being the smaller brand, Adidas commands 7.8% of purchase-category events vs Nike's 3.2%. Adidas's conversion stage share (1.0%) is roughly 6× Nike's (0.16%). Its Google Shopping index at 1,923× the panel average signals users arriving with commercial intent already formed.
Platform reach — Nike vs Adidas
% of brand audience reached per platform (US)
From brand_metrics_composition, dimension_type = 'platform', pct_of_audience. US only.