Influence of Celebrity Athletes on the Sportswear Industry: An analysis of influencers’ impact on Nike and Adidas brand image

This study aims to investigate the effects of celebrity influencers on the brand image of sportswear companies among consumers in Iceland. Using quantitative methods, data were collected through a questionnaire and later analysed, and an ANOVA test was performed when comparing the means. The results show that participants favour Nike over Adidas on four out of six associated elements: uniqueness; good price; good access to goods; use daily at school, work and/or other. Furthermore, results show that there was no significant difference between participants that experience positive nor negative effects from the influencer and the participants’ overall view on the brand image. There were a few limitations encountered during the study, including the small sample size, insignificant results, and the convenience sampling method used to collect data