It is absolutely essential, in the pursuit of growth, to fully understand consumers in key markets, especially when it comes to shaping marketing communications that resonate with audiences.

This can be a complex challenge for global brands that often operate through distributors. Among the many digital signals available, search data stands out as a powerful tool that can bridge the gap between traditional market research and real-world sales performance.

Let’s now explore how search behaviour can reveal valuable insights into consumer interests and intent so as to help brands connect more meaningfully with running communities worldwide.

 

73% of brand visibility from search is brand-led; 27% is product-led 

Take this as an example: What do runners type into Google initially when looking for apparel – a brand name like “Nike” or a specific product like “Nike Pegasus 41”?  

Such a question reveals a great deal about how consumers engage with running brands. In other words, are they building long-term connections with the brand or being pulled in by notable products?  

The answers provide a window into a brand’s real-world impact to help them brands understand what’s cutting through and how to meet consumers where they actually stand. 

 

Brand-led vs product-led: why it matters

Understanding whether runners are chasing the brand or the product helps pinpoint the “why” behind their search. That “why” should shape every brand strategy from creative to messaging.

Put simply:

• brand-led = searches for general brand names, e.g. Nike, Nike Store
• product-led = searches for specific products, e.g. Nike Pegasus 41

According to our SportOnSocial Global Running Culture 2025 search data across key running markets, only 27% of running brand visibility is product-led. But as running culture evolves – with communities and content creators gaining ground – the product-led approach is growing fast.

 

Culture counts: how different markets search for running brands 

We can see how running culture influences discovery differently across markets through the use of search data within our SportOnSocial research. Some markets lean heavily towards brand-first, while others are shifting towards an increase in product-led discovery.

Brand-led markets
Germany and France are the most brand-focused markets with 83% of visibility coming from generic brand searches.  

Brand-savvy Nike leads the charge in both markets, especially in France where it accounts for half of all visibility. 

Product-led markets
Spain leads the way in product-led discovery with 31% of all visibility coming from product searches.  

Although brand still leads overall in Spain, there is a growing interest in product-led discovery. Content creators who offer authentic product experiences, combined with the boom in local running clubs where product talk spreads socially, is steadily pushing Spain’s visibility further in this direction.  

 

Top running brands: brand-led or product-led? 

Which brands* rely mostly on their name and which are powered forward by flagship products? 

Balanced leaders – Nike & ASICS
Nike and ASICS ranked top for global share of visibility in our Global Running Culture 2025 report and demonstrate a balanced mix of brand-led and product-led searches.

Nike remains mostly brand-led (68%) but its Pegasus and Alphafly models also give it a strong product-led visibility.

ASICS is the most evenly balanced major brand (close to a 50/50 split) thanks to the success of its Novablast series. ASICS’ Instagram strongly reflects this balance by mixing brand-led storytelling with consistent promotion of its best-selling products.

Product-first challenger – Brooks
Brooks stands out as the only major brand with a product-led edge, its visibility driven by models like Glycerin and Ghost.

A quick YouTube search for Brooks Running highlights how product-driven the brand is, with countless influencer reviews of shoe models alongside Brooks’ own product video.

Brand-first – Puma, New Balance, Under Armour
These brands dominate brand-name searches but don’t yet see the same traction from specific products. Their strong brand identities keep them top-of-mind but there’s an opportunity for them to build product-led momentum.

 

Marketing effectiveness in action

Nike and ASICS strike a good balance between brand strength and product visibility. It’s no coincidence that this mirrors Binet and Field’s research into the type of marketing activity that delivers marketing effectiveness. According to their book, The Long and the Short of It, the approximate optimal split is 60% brand marketing activities, 40% sales activations. The marketing of both Nike and ASICS aligns with these figures.

HOKA is a newer brand on the scene. It’s made a big impact in a short time by replicating the same principles of combining brand-building activity with a sharp focus on standout products.

 

Why should brands care? 

Knowing whether visibility from search is brand-led or product-led is an important strategic insight. 

Here’s why it matters. 

🔍 Search data reveals intent  

Search shows us what consumers type when they want to buy or learn. Knowing if they’re searching for your brand or your products helps decode why they’re in-market. 

📊 … informs smarter strategies                                 

Brand-led search implies you’ve built strong mental availability. Product-led search implies your product is stealing the spotlight. Both types of search require a different approach. 

🌍 … adapts to local cultures  

Visibility and intent varies globally. Search isn’t about assumptions but rather shows how individual people engage in real markets, and factors in real-life culture. 

📈 … tracks momentum  

Want to know if your product drop worked? Watch how search behaviour changes as it’s the fastest way to measure traction. 

Want to better understand the full consumer journey but struggling to access consumer insight about real purchase intent? You’re not alone. For global brands – especially those working through distributors – it’s a challenge to see the complete picture. 

 

And that’s where we come in. 

At Redtorch, we use digital signals to help you decode consumer interest and reasons for purchase. We enable you to make smarter, data-driven decisions that resonate in every market. 

Why not get in touch to find out how we can help you turn consumer intent into actionable strategy?