Top brands: Context
Here we’ll look at the top actions, scenes, objects, and people in the images shared around the brands who topped the rankings to give a sense of the drivers and insights that can be pulled out.
Influencers: The names of soccer players Neymar and Messi both appeared tens of thousands of times alongside images of the Nike logo. They’re both often photographed wearing Nike attire.
Scenes: Arenas and sports scenes are, perhaps predictably, the most common scenes for Nike logo to be featured in. This is despite the fact that, for much of the year, arenas have been empty.
Actions: Nike logo images are mainly accompanied by people partaking in fitness activities, but the most common action is actually sitting. There are thousands of images of people posing in relaxed positions wearing Nike clothes.
Objects: The most common ‘thing’ to appear in Nike logo images are people, but sneakers/shoes are also bringing in thousands of mentions. Box-fresh sneakers are hugely popular.
Influencers: Cristiano Ronaldo is one of the top photographed people in Adidas clothing (if not in the whole world). Another influencer that crops up is Jisoo, of K-pop fame. She’s a member of the group Blackpink, who have been involved in Adidas campaigns.
Scenes: Arenas and crowds are common in Adidas logo images, which is (again) surprising given that these have not been the norm over the last few months given social distancing measures. Something unexpected that pops up in the top ‘scenes’ is ‘Romance’, referring to people in athleisure embracing each other (in a SFW sense) or in other cute settings.
Actions: For Adidas, sports are front and center as actions in images – ‘sitting’ (top for Nike) is much further down the list. ‘Speech’ is an unexpected addition to the list of common actions associated with Adidas logo images – these mentions actually come from quotes posted from soccer player Marcus Rashford, who has spoken out about making sure vulnerable children don’t go hungry in 2020.
Objects: Just like in Nike’s analysis, people are the most common ‘thing’ to appear in Adidas logo images. T-shirts are also widely shared (more than shoes/sneakers, which are massively popular in Nike images).
Nike vs Adidas
We mentioned above that Nike logo mentions had more images of sneakers, while Adidas logo mentions had more images of shirts. Here’s a breakdown of fashion items (this time looking at tweets mentioning words associated with clothing items that feature images containing either brands’ logo):