Unaided brand awareness in the context of diversity

The chart documents unaided brand awareness in the context of diversity among sports-interested respondents in Germany (February 2023). Participants were asked which company or brand they most associate with diversity — without prompting. The responses span consumer goods, retail, technology, and sports brands.

A large share of respondents — 62,3% — gave no indication at all. Among those who named a brand, adidas leads at 8,7%, followed by Nike at 5,6%. These two sportswear brands sit clearly above the rest of the field. Coca-Cola ranks third at 1,6%, ahead of Apple and Amazon, both at 1,2%. REWE is the highest-placed German retailer at 0,9%. All remaining brands in the list fall at or below 0,5%, including PUMA at 0,5% and IKEA at 0,4%. The combined "Other" category, capturing all brands not individually listed, accounts for 17,6%.