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Loyalty towards sports brands despite cheaper alternatives in a country comparison
The survey contrasts sports brand loyalty patterns between German and US consumers — from strong repeat-buyers to price-sensitive switchers.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
06/02/2026 - 06/10/2026
Survey country
Survey country
Germany, USA
Sample
Sample
Total n=2,680 people interested in sports (top 2 on 4-point scale) from Germany (n=1,252) and the USA (n=1,428)
Question
Question
Would you say that you are loyal to a sports brand, i.e. you buy it again and again, even if there are cheaper alternatives?