Nike leads other brands when it is about understanding how consumers manage their social lives in the digital age, according to Vivaldi's 2016 Social Currency study. The consulting firm introduced the term “Social Currency” in 2010 as a measure of the brands' ability to fit into how consumers manage their social lives in today's digital and mobile age. Nike had a Social Currency composite score of 120, which resulted from the brand's average score across seven categories including personal identity, social identity, expression, conversation, affiliation, information and utility. Nike's score was 20 percent higher than the average score of the 90 brands covered in the study. Vivaldi's report is based on an online survey of more than 18,000 U.S. consumers. Among other sports brands, Under Armour's Social Currency score was 116 while Adidas' score was 102.

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