This study aims at measuring the Brand Personality of NIKE using the 5 Brand Personality Dimensions Framework (Aaker, J. L. 1997).  By mean of AI-moderated in depth interviews we were able, with projective techniques and only 5 open questions (+ follow ups), to identify how the brand stands according to these 5 dimensions (that scientific literature traditionally measures with a 42-item long questionnaire).

In short:

• Glaut used just 5 open-ended questions - one per Aaker dimension - to map Nike’s brand personality.
• The approach blends qualitative depth with AI-native efficiency, no long scales needed.
• Excitement and competence emerged as Nike’s core personality traits.
• Emotional responses were also mapped using Plutchik’s emotion wheel.
• The result? A brand personality card that’s fast to run and rich in human insight.

Why study brand personality like it’s a person?

Because that’s how consumers experience brands, especially Gen Z. They don’t think in terms of “market share” or “brand equity.” They think in vibes, values, and gut feelings. That’s where brand personality steps in. Nike isn’t just a logo, it’s a cultural force. So we set out to ask a deceptively simple question:

“If Nike were a person, how do you describe her/his personality?”

And then we listened.

We asked just 5 questions instead of 42 items

Jennifer Aaker’s 1997 model remains a gold standard in brand personality research. Traditionally, it’s applied through structured scales across dozens of adjectives, but what if we could tap into the same five core dimensions using open, intuitive prompts? That’s exactly what we explored with Glaut.

Instead of having respondents rate 42 items on a Likert scale, Glaut’s AI-native interviews used projective techniques, metaphors, associations, storytelling, to capture the essence of each dimension in a more natural, human way. We didn’t replace the framework. We reimagined how it could be brought to life.

The brand personality card: Nike’s 5 dimensions (ranked)

Nike’s brand personality is defined by excitement, named the top trait by 96% of respondents. The brand is seen as a bold, energetic motivator - like “a super competitive friend who’s always pushing you to be your best.” While 4% associated Nike with competence - describing it as driven and determined - excitement clearly dominates the brand’s identity.

A closer look at Nike’s traits, as told by GenZ

We asked Genz 5 questions about Nike’s brand perception. The first was:

Please, think about the brand "NIKE". If Nike were a person, how would you describe her/ his personality?

Here the moderator followed-up trying to extract the human-like characteristic traits and values of the brand.

Excitement: Nike is the soundtrack of movement

We asked:

If Nike were a type of music, what would it be?

Top answers were:

• Hip hop
• Trap
• Electronic
• Afrobeats

Words like pulsing, hype, driven, and fast-paced popped up across the board. The emotional tone? Energetic, future-forward, and alive. Said with GenZ words: “It’s like a Travis Scott track, dark, bold, and gets your blood moving.” Nike wasn’t just “fun” or “modern.” It was adrenaline in audio form, pulsing, daring, and creatively charged.

Competence: the Olympic gold standard

We asked:

Imagine NIKE as an athlete in the Olympics. What sport would she/ he compete in, and how would she/he perform?

Over half saw it in high-performance sports, track & field, basketball, and tennis. As they said: “It’s not just competing, it’s breaking records. First on the track, last to quit.” The traits mapped here were sharp: intelligent, strategic, elite, focused. Nike wasn’t just playing: it was coaching, leading, innovating.

Ruggedness: urban predator energy

We asked:

If Nike were an animal, which one would it be and how would it behave in its environment?

The animal that best symbolized Nike? Tiger, hawk, wolf. As one participant reported: “It’s fierce and fast. Not reckless, but always ready to pounce.” Unlike a classic outdoors brand, Nike’s ruggedness felt more urban predator than mountain hiker. Power, yes, but sleek and tactical.

Sincerity: purpose over performance

Nike showed up as authentic, but only when connected to cause. It wasn’t seen as “wholesome” in the traditional sense. Instead, sincerity emerged in its activism.

“When Nike speaks up, it’s not just PR, it feels like conviction.”

Honesty here was tied to values, not friendliness: a serious tone with real intent.

Sophistication: low, but with a twist

We asked:

If Nike were a luxury product (outside of sports), what would it be?

This dimension scored lowest, and for good reason. Most respondents didn’t see Nike as “glamorous” or “upper-class.” But that wasn’t a bad thing. As one said: “It’s prestige through performance, not polish.” If Nike were a luxury product, it’d be a Tesla Cybertruck, not a Hermès bag. High design, yes. But still gritty, utilitarian, and meant to move.

The takeaway?  Same psychological rigor, radically less friction

Aaker’s framework gave us the blueprint. Glaut just changed the game in how we bring it to life. In place of 42-item scales, we used 5 open-ended questions (1 per Aaker dimension), filtered through natural conversation and powered by AI. The result: a brand personality study that’s rich in insight, fast to run, and fun to participate in.

What did we learn about Nike? That it’s competitive, exciting, and emotionally resonant with just enough edge to keep things interesting.

What did we prove? That with the right tool, you can build a complete brand personality portrait. Thanks to Glaut’s AI-powered qualitative engine, we didn’t just get adjectives. We got archetypes, metaphors, and real emotions, all organized into a clear, strategic framework.

→ Marketers can use this to refine voice and creative direction.

→ Brand strategists can double-check alignment between internal positioning and public perception.

And Nike? If you’re reading this: your audience sees you, not just wears you.

Dive into the full Glaut report to hear Gen Z’s voice, unfiltered.