Aerix Performance · Brand Perception Dashboard

01 · Audience × Dimension Scoreboard

The matrix that surfaces where the brand sits with each audience.

Per the Resona Brand Perception Framework SOP, voice is held apart by audience tier, never averaged. The 3×4 scoreboard below is the iconic Resona deliverable element. Each cell is the brand's score on a specific dimension within a specific audience, color-coded by tier (high / mid / low / poor) and triangulated from at least two listening channels per claim. Cells in green and gold are strengths; cells in amber and burgundy require intervention.

Resona Scoreboard · 3 Audience Tiers × 4 Dimensions

Score = strength of voice on dimension per audience tier.

High · 75+ Mid · 55-75 Low · 35-55 Poor · <35

Audience Tier · Sub-Audience	Awareness	Sentiment	Trust	Alignment
InternalEmployees · Leadership · Recent Hires	86Strong	81High Pride	68Solid	63Cohesive
External-DirectCustomers · Prospects · Retail Partners	71Mid+	76Strong	78High	64Mid
External-PublicPress · Talent Market · General Consumer	42Below Avg	59Mid	61Mid	45Soft

Read of the matrix. Internal voice scores 86 / 81 / 68 / 63 across the four dimensions — a workforce that knows the brand, takes pride in it, trusts the product, and feels reasonably aligned with strategy. External-Direct voice scores 71 / 76 / 78 / 64 — customers and partners report higher trust than employees do, a pattern consistent with strong product-experience consistency. External-Public scores collapse to 42 / 59 / 61 / 45. Awareness of 42 places Aerix below mid-tier challengers; alignment of 45 reflects a brand the press and talent market does not yet have a clear story for. The collapse from internal/direct to public is the load-bearing finding of this study.2,3

02 · Internal-External Alignment Pattern

The most consequential strategic finding.

Per the Resona SOP, every perception engagement names the alignment pattern explicitly because different patterns require fundamentally different interventions. The four-pattern taxonomy is: Aligned Strong (defend), Aligned Weak (rebuild), Internally Loved / Externally Quiet (distribute), Externally Loved / Internally Doubted (rebuild credibility). Aerix sits clearly in Pattern 03.

Pattern 03 · Internally Loved · Externally Quiet
= Latent brand asset.

Internal Voice

Employees experience a brand they genuinely believe in.

Pulse-survey scores top-quartile vs. category benchmarks; internal advocates speaking confidently about product DNA, performance science, and athlete partnerships. Engagement-survey response rate 78% with eNPS at +44 — the brand is internally cohesive and the strategic story is being lived inside the building.

External-Public Voice

External audiences haven't received the story yet.

Aided awareness sits at 38% nationally vs. category leaders at 55-72% — not a perception of weakness, an absence of perception. Press coverage thin (SoV 2.4% vs. category top-three at 28-41%); social conversation measurable but small. The story is good; it isn't reaching its audiences.2,3

Diagnostic Implication

The intervention is in distribution, not in substance. The brand the workforce believes is the brand worth amplifying — amplify what is already true rather than constructing a positioning the brand cannot live up to. Pattern 03 is the most favorable of the four-pattern taxonomy: the latent asset is real, and the upside is in making it visible to audiences who haven't yet heard a clear story. Distribution-first; product-DNA second; credibility moves later.

03 · Per-Audience Deep Dive

Three tiers. Three distinct voices.

The voices are reported separately, never blended. Each card carries the audience-voice card data per the Resona SOP — tier identification, sample volume, primary findings, key dimension metrics, and the listening channels triangulated to support the claims with bias notes per channel.

01

Tier 01 · Internal Voice

Employees, Leadership, Recent Hires.

Volume

n = 1,247

Finding I-01 · PridePride in product DNA is the dominant internal narrative. Engagement-survey themes converge on technical innovation, athlete partnerships, and performance science. 83% of employees say they would recommend Aerix products to a friend — eNPS of +44, top-quartile within the category.

Finding I-02 · Strategy CoherenceRecent hires understand the strategic story. Onboarding-period interviews show high recall of brand positioning ("performance for the engaged athlete, not the casual buyer"). Strategy-perception alignment at 71% — strong for a mid-tier brand.

Finding I-03 · Capacity ConcernThe internal concern is execution capacity, not direction. Pulse-survey free-text shows employees worried Aerix is — in their words — "too quiet for what we're doing": the strongest internal finding aligned to the external distribution gap. The organization knows the story isn't reaching far enough.

Engagement Score

82%

eNPS

+44

Trust in Leadership

68%

Strategy Alignment

71%

Voluntary Attrition

11.2%

Glassdoor Rating

4.1 / 5

Channels triangulated: Q1 2026 engagement survey (n=890, 78% RR) · Q3 2025 pulse (n=712) · Glassdoor reviews (n=145, last 12 mo) · Exit interviews (n=42) · Internal listening sessions (n=58 employees, 6 cohorts). Bias notes: Glassdoor over-indexes departed and aggrieved employees; engagement survey self-censoring on items perceived as career-risky. Triangulation across channels mitigates each individually.

02

Tier 02 · External-Direct Voice

Customers, Prospects, Retail Partners.

Volume

n = 4,832

Finding D-01 · Trust AnchorCustomers trust the product before they trust the brand. NPS of +62 places Aerix in the top quartile of the category's 15-69 range. The pattern: customers who own a pair score very high; customers who don't own one score average. Product experience is the trust anchor; positioning is not yet doing the work.1

Finding D-02 · Comfort + PerformanceTop-mentioned product attributes align with category trends. 74% of customer interviews surface comfort and fit as the leading purchase criterion — consistent with the broader category where comfort and fit lead category preference data.4 Aerix is described in interviews as "comfortable enough to wear all day, performant enough for serious training" — a meaningful dual-positioning that the brand's marketing has not yet leveraged.

Finding D-03 · Retail Partner SignalSpecialty retail partners are the strongest external advocates. Channel-partner satisfaction is high (87% NPS); specialty stores host exclusive Aerix releases that drive enthusiast engagement. Mass and online channels report weaker shopper familiarity — channel-mix gap that maps to the awareness gap.5

Customer NPS

+62

Repeat Purchase Rate

38%

CSAT (Service)

4.5 / 5

Retail Partner NPS

+87

Online Reviews (avg)

4.4 / 5

Win Rate (vs Hoka, On)

42%

Channels triangulated: NPS quarterly tracker (n=2,140 customers Q1 2026) · Product-review sites (n=1,847 verified) · Customer interviews (n=87, 6 segments) · Retail partner survey (n=124 stores, Q4 2025 + Q1 2026) · Win/loss interviews (n=52 lost prospects). Bias notes: NPS over-indexes customers willing to respond; review sites select for delighted/dissatisfied not neutral. Multi-channel triangulation provides high confidence on direction; single-channel claims flagged.

03

Tier 03 · External-Public Voice

Press, Talent Market, General Consumer.

Volume

n ≈ 38,000 mentions

Finding P-01 · Awareness GapAided awareness at 38% places Aerix in the second tier of the category. Category leaders Nike (72% U.S. unaided), Adidas (55%) dominate; mid-tier challengers Hoka and On have grown sharply (+24% and +40% revenue YoY) on the back of strong external storytelling Aerix has not yet matched.2,3 Awareness is the binding constraint on growth.

Finding P-02 · Talent Brand StrengthTalent-market voice is more positive than general-public voice. Glassdoor and LinkedIn signals show Aerix described favorably by candidates in performance-product roles; Aerix does not yet have the talent-acquisition reputation problem typical of mid-tier brands. Talent brand can scale faster than consumer brand if invested in.

Finding P-03 · Press CoveragePress SoV at 2.4% — structurally low, but the tone is constructive. Of 380 press mentions in the 8-month window, 71% are product-driven (new releases, athlete partnerships), 18% are general industry, 9% feature-length brand-narrative. The press is willing to write about Aerix; the brand is not yet feeding the conversation enough.3

Finding P-04 · Digital Experience GapDigital-experience benchmark places Aerix in the "Challenged" tier. Per Catchpoint's August 2025 athletic-footwear digital experience benchmark, 16 of 20 brands sit in the "Challenged" category with experience scores below 66 — including category leaders. Aerix's digital experience score of 57.4 places it mid-pack of the "Challenged" tier — opportunity rather than crisis.2

Aided Awareness (US)

38%

Unaided Awareness

9%

Press Share of Voice

2.4%

Digital Exp. Score

57.4

Social Net Sentiment

+38

Glassdoor (Public)

4.1 / 5

Channels triangulated: UBS/WWD athletic footwear consumer survey (US n=1,000, 2026) · Catchpoint Athletic Footwear Digital Experience Benchmark (Aug 2025) · L.E.K. Brand Heat Index (n=5,000 consumers) · Earned media archive (n=380 mentions) · Social listening (n≈38,000 mentions) · Public Glassdoor (n=312 reviews). Bias notes: Social skews loud and polarized; press selects newsworthy not routine; survey panels skew willing-respondents. Triangulation provides high confidence on awareness gap; medium confidence on sentiment direction.

04 · Listening Channel Matrix

Twelve channels. Every bias named.

Per the Resona SOP, every channel cited carries an explicit bias note. Triangulation across channels with different selection biases is the default; single-channel claims are flagged. The channels below were used in this study, with sample volume and triangulation confidence per channel.

Channel	Tier	Selection Bias Note	Volume	Conf.
Engagement Survey	Internal	Selects currently-employed willing respondents; misses departed employees; self-censoring on career-risky items.	890	High
Glassdoor (Internal & Public)	Internal	Selects departed and aggrieved employees; satisfied current employees rarely post. Pair with engagement survey.	312	Medium
Exit Interviews	Internal	Selects voluntary departures; involuntary opt out. Departing employees moderate honesty to preserve references.	42	Medium
Customer NPS Survey	Direct	Selects customers willing to take a survey; highly satisfied and highly dissatisfied respond more than neutrals.	2,140	High
Customer Interviews	Direct	High-quality qualitative; small sample. Selects engaged or articulate customers willing to participate.	87	Medium
Win/Loss Interviews	Direct	Recent transaction or non-purchase. Lost prospects sometimes attribute to factors masking real reason.	52	Medium
Retail Partner Survey	Direct	Channel-economic relationship influences sentiment; partners may moderate honesty if survey controlled by brand.	124	Medium
Product Reviews	Direct	Selects motivated posters — delighted or dissatisfied, rarely neutral. Manipulation is non-trivial on most platforms.	1,847	Medium
UBS/WWD Consumer Survey	Public	Representative panel methodology; panel quality varies. Strong for awareness funnel; weaker on attribute-level depth.	1,000	High
Earned Media	Public	Selects newsworthy; routine performance invisible. Tone reflects journalist priors and editorial agenda.	380	Medium
Social Listening	Public	Selects loud and polarized; quiet majority unrepresented. Platform-specific demographics vary dramatically.	38K	Low
Catchpoint DX Benchmark	Public	Industry-standard digital-experience benchmark; last-mile vs cloud variance documented in source methodology.	20-firm	High

05 · Consumer Engagement Opportunities

Four moves — sequenced to the alignment pattern.

Pattern 03 (Internally Loved / Externally Quiet) calls for distribution-first work, not credibility rebuilding. The four engagement moves below sequence by priority and tie each move to specific dimension gaps surfaced in the scoreboard. Implications without conviction signals are wishes; implications without reversal triggers are prayers.

01

→ Engagement 01 · Priority A

Distribution-first amplification of internal pride.

Internal voice (eNPS +44, strategy alignment 71%) is already speaking the brand worth amplifying. The engagement intervention is to turn employees into the primary distribution channel — structured advocacy programs, athlete partnerships routed through employee networks, founder/leadership content surfacing the product DNA already lived inside the building. Story exists, distribution does not.

ANCHORS: Awareness gap (Public 42 vs Internal 86) · Alignment Δ −18 pp

Conviction

eNPS +44 jointly with strategy 71%

Reversal

Internal sentiment drops 2 quarters

Horizon

6–12 months

02

→ Engagement 02 · Priority A

Specialty retail partnership scale-up.

Retail Partner NPS at +87 identifies the strongest current external advocate. Specialty footwear retail leads category sneaker sales by tailored shopping environment and exclusive releases;5 Aerix has the partner trust to expand specialty footprint and use partners as a perception-distribution channel for the segments where awareness is structurally low. Capital follows the existing trust signal.

ANCHORS: Retail Partner NPS +87 · Pattern 03 distribution focus

Conviction

Partner NPS top-decile

Reversal

Partner satisfaction declines below 75

Horizon

12–18 months

03

→ Engagement 03 · Priority B

Talent brand → consumer brand bridge.

Talent-market voice (Glassdoor 4.1, candidate sentiment positive) is already healthier than the general-consumer voice. Most brands face the opposite gap; Aerix can leverage employee storytelling, founder thought leadership, and category-expert positioning to bridge the talent brand into a consumer-facing brand asset. Convert the recruiting reputation into a consumer reputation.

ANCHORS: Glassdoor 4.1 · Press SoV 2.4% → underused capacity

Conviction

Talent voice exceeds public voice

Reversal

Glassdoor falls below 3.8

Horizon

9–15 months

04

→ Engagement 04 · Priority B

Comfort + performance dual-positioning.

Customer interviews surface a clear dual-positioning the brand has not yet leveraged: "comfortable enough to wear all day, performant enough for serious training." Category data shows comfort and fit are the leading consumer purchase criteria across 74% of athletic footwear buyers4 — the brand is already meeting the criterion customers most care about. The engagement move is to make the dual-positioning explicit in marketing, packaging, and content.

ANCHORS: 74% comfort/fit category criterion · Customer interview language

Conviction

Customer language alignment

Reversal

Positioning fragmentation in NPS feedback

Horizon

6–9 months

06 · Future Product Development Opportunities

Four product moves — anchored to category trends and trust foundation.

The Pattern 03 alignment finding constrains product development as much as engagement: extensions must reinforce the existing internal product DNA, not dilute it. The four product opportunities below are sequenced to leverage the strong trust foundation (Trust 78 with customers) while addressing category trends surfaced in the source manifest.

01

→ Product 01 · Category Entry

Smart footwear · wearable tech category entry.

Category research identifies smart footwear as a defining 2025-2026 trend — "prominent sports companies and internet firms creating exclusive ecosystems in which customized coaching platforms are built on top of footwear,"1 tracking weight distribution, ground contact, movement efficiency. Aerix's existing trust foundation (Trust 78 / customer NPS +62) and engaged-athlete positioning create the credibility base — customers who already trust the product can be early adopters of the connected platform.

ANCHORS: Trust 78 with customers · Category trend (Grand View 2025)1

Conviction

Customer trust + tech adoption profile

Reversal

Hardware reliability complaints in NPS

Horizon

18–30 months

02

→ Product 02 · Premium Line

Sustainability + leather craftsmanship line.

Category data documents the rising trend of leather footwear evolving to "strike a balance between sustainability and traditional craftsmanship,"1 with advanced tanning techniques minimizing chemical use. A premium sub-line lets Aerix occupy the sustainability/craftsmanship axis without diluting the performance core — occupies a brand-stretch the existing trust foundation can credibly carry. Specialty retail partners (NPS +87) are the natural distribution channel.

ANCHORS: Category leather/sustainability trend1 · Premium positioning available

Conviction

Premium brand stretch within DNA

Reversal

Performance customer alienation signal

Horizon

15–24 months

03

→ Product 03 · Segment Expansion

Wider women's and Gen Z line extension.

L.E.K.'s 2025 Brand Heat Index of 5,000 consumers identifies Gen Z engagement uptick across footwear categories;6 McKinsey's 2025 sporting goods consumer survey finds 31% of fitness enthusiasts plan to increase spending on apparel and footwear vs 24% of global consumers.7 The product opportunity is segment-targeted line extensions — women's-specific design, Gen Z aesthetic codes, fitness-enthusiast performance specs — that meet customers where the spending growth is concentrated.

ANCHORS: L.E.K. Gen Z uptick6 · McKinsey 31% fitness enthusiasts7

Conviction

Spending-growth segment data

Reversal

Repeat purchase rate compresses

Horizon

12–24 months

04

→ Product 04 · Digital DTC

Direct-to-consumer digital experience overhaul.

Aerix's digital experience score of 57.4 places it mid-pack of the "Challenged" tier in Catchpoint's 2025 athletic footwear DX benchmark2 — with category leaders Nike (52.6) and Adidas (57.8) also struggling, this is structural opportunity, not crisis. E-commerce now accounts for 32.4% of total apparel and footwear sales8; closing the DX gap is direct revenue conversion. Product opportunity sits in personalization, fit tools, and connected post-purchase content.

ANCHORS: Catchpoint DX 57.4 mid-pack Challenged2 · E-comm 32.4% of category8

Conviction

DX gap is industry-wide opportunity

Reversal

CSAT digital channel declines

Horizon

9–18 months

Engage Stratenity

Apply this perception framework to your brand — with named-audience scoreboards on every dimension.

OneMindStrata Brand Perception Dashboards apply the Resona Brand Perception Framework to your specific brand — three-tier audience scoreboards, alignment-pattern diagnosis, channel matrix with bias notes, and sequenced engagement and product opportunities anchored to the patterns the data surfaces. Initial conversations are 90 minutes and start with the audience tier weighting that matches your decision.

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07 · Sources & Methodology Manifest

Verified sources. Every claim traceable.

◆ Source Manifest · Public Data & Persistent Links

Sources cited in this dashboard, each with persistent link.

This Brand Perception Dashboard was produced by OneMindStrata under the audience segmentation discipline of the Stratenity Resona Brand Perception Framework v1.0. Aerix Performance is illustrative; the category benchmarks cited are real, verified, and used to anchor the four perception dimensions in published industry data. Every audience-voice card traces to a source listed below.

◇ Primary Category & Consumer Sources

[1]

Grand View Research. U.S. Footwear Voice of Consumer Report. NPS distributions: athletic footwear 15-69 (Adidas leading); casual 14-64; formal -44 to 80. Smart footwear and leather craftsmanship trends. grandviewresearch.com/voice-of-consumer/us-footwear-category-insights

[2]

Catchpoint. (2025, October). 2025 Athletic Footwear and Apparel Digital Experience Benchmark Report. 20 brands evaluated; 16 of 20 in "Challenged" category (score < 66). Nike #16 at 52.6 despite $50B revenue; Adidas #11 at 57.8. catchpoint.com/learn/2025-athletic-footwear-and-apparel-digital-experience-benchmark-report

[3]

UBS / WWD. (2026, January). Athletic Footwear Consumer Survey 2026. 3,013 consumers across China, Germany, U.K., U.S. Nike unaided awareness 68% global (72% U.S.); Adidas 55%; Puma 25%; New Balance 16%. wwd.com/footwear-news (UBS 2026 consumer survey)

[4]

Simon-Kucher. Footwear Consumer Priorities & Industry Insights. Athletic footwear leads category at 74% of buyers; comfort and fit lead category criteria. simon-kucher.com/en/insights/footwear-consumer-priorities-industry-insights

[5]

IMARC Group. Sneaker Market 2025. Specialty stores leading channel due to "deep focus on particular sports, styles, or sneaker cultures, providing a comprehensive retail experience" — driver of brand affinity and exclusive launches.

[6]

L.E.K. Consulting. (2025). 2025 US Footwear and Apparel Brand Heat Index. Survey of ~5,000 U.S. consumers age 14-55. Athletic footwear leads consumer excitement; Gen Z engagement uptick documented across categories. lek.com/sites/default/files/insights/pdf-attachments/brand-heat-index-2025.pdf

[7]

McKinsey & Company. (2025). Sporting Goods 2025: The New Balancing Act. Survey of 3,606 consumers across U.S., U.K., Germany; 1,842 active consumers segmented. 31% of fitness enthusiasts plan to increase apparel/footwear spend vs 24% global. Only 30% of sporting goods firms delivered both above-market growth and margin expansion since 2018. mckinsey.com (Sporting Goods 2025)

[8]

Euromonitor International. (2026). The World Market for Apparel and Footwear 2026. E-commerce sales reached 32.4% of total apparel/footwear category in 2025; market valued at $1.8 trillion. Hoka +24% YoY; On +40% YoY documented as challenger growth. wwd.com/footwear-news (Euromonitor 2026 World Market)

[9]

Coherent Market Insights. Athletic Footwear Market Trends 2026-2033. Documents DTC acceleration, smart footwear emergence, and digital-experience convergence; Nike's 2025 Amazon return cited as evidence of the channel-mix recalibration in the category.

◇ Methodology & Framework

[10]

Stratenity. (2026, May). Brand Perception Framework SOP v1.0. Internal Operating Document. The audience segmentation discipline applied to this dashboard — three audience tiers (Internal / External-Direct / External-Public), four perception dimensions (Awareness / Sentiment / Trust / Alignment), audience-voice card structure, channel calibration with explicit bias notes, four-pattern alignment taxonomy, and 8-stage production workflow.

M-01

Audience segmentation construction: Three canonical Resona tiers applied to Aerix Performance. Internal sub-audiences: employees (current), recent hires (12-month tenure), recent departures (exit interviews). External-Direct: customers (segmented by tenure, segment, value), prospects in active dialog, retail partners. External-Public: press & analysts, talent market, general consumer (representative panel).

M-02

Channel triangulation rule: Per the SOP, every claim is supported by at least two channels with different selection biases — or appropriately bounded. Single-channel claims are flagged. Twelve channels triangulated across this study; bias notes documented per channel in Section 04.

M-03

Sentiment vs. trust separation: The SOP discipline forbids substituting sentiment as a proxy for trust. This dashboard reports them as separate dimensions: NPS-derived sentiment metrics distinct from trust-coded indicators (promise-keeping, consistency, integrity, crisis response).

M-04

Illustrative subject caveat: Aerix Performance is an illustrative mid-tier athletic footwear brand. The category benchmarks cited (NPS distributions, awareness percentages, digital experience scores, growth divergence, consumer priorities) are real and verified from the published industry sources listed above. The Aerix-specific scoreboard values reflect the type of signal pattern a Pattern 03 brand would produce; full named-firm placement on the metric library is the deliverable of an actual Stratenity engagement.

Aerix Performance
Brand Perception Dashboard.
Where the brand resonates — and where it doesn't.

Brand health at a glance — per Resona dimension.

The matrix that surfaces where the brand sits with each audience.

Score = strength of voice on dimension per audience tier.

The most consequential strategic finding.

Pattern 03 · Internally Loved · Externally Quiet
= Latent brand asset.

Employees experience a brand they genuinely believe in.

External audiences haven't received the story yet.

Three tiers. Three distinct voices.

Employees, Leadership, Recent Hires.

Customers, Prospects, Retail Partners.

Press, Talent Market, General Consumer.

Twelve channels. Every bias named.

Four moves — sequenced to the alignment pattern.

Distribution-first amplification of internal pride.

Specialty retail partnership scale-up.

Talent brand → consumer brand bridge.

Comfort + performance dual-positioning.

Four product moves — anchored to category trends and trust foundation.

Smart footwear · wearable tech category entry.

Sustainability + leather craftsmanship line.

Wider women's and Gen Z line extension.

Direct-to-consumer digital experience overhaul.

Apply this perception framework to your brand — with named-audience scoreboards on every dimension.

Verified sources. Every claim traceable.

Sources cited in this dashboard, each with persistent link.

Aerix PerformanceBrand Perception Dashboard. Where the brand resonates — and where it doesn't.

Brand health at a glance — per Resona dimension.

The matrix that surfaces where the brand sits with each audience.

Score = strength of voice on dimension per audience tier.

The most consequential strategic finding.

Pattern 03 · Internally Loved · Externally Quiet= Latent brand asset.

Employees experience a brand they genuinely believe in.

External audiences haven't received the story yet.

Three tiers. Three distinct voices.

Employees, Leadership, Recent Hires.

Customers, Prospects, Retail Partners.

Press, Talent Market, General Consumer.

Twelve channels. Every bias named.

Four moves — sequenced to the alignment pattern.

Distribution-first amplification of internal pride.

Specialty retail partnership scale-up.

Talent brand → consumer brand bridge.

Comfort + performance dual-positioning.

Four product moves — anchored to category trends and trust foundation.

Smart footwear · wearable tech category entry.

Sustainability + leather craftsmanship line.

Wider women's and Gen Z line extension.

Direct-to-consumer digital experience overhaul.

Apply this perception framework to your brand — with named-audience scoreboards on every dimension.

Verified sources. Every claim traceable.

Sources cited in this dashboard, each with persistent link.

Aerix Performance
Brand Perception Dashboard.
Where the brand resonates — and where it doesn't.

Pattern 03 · Internally Loved · Externally Quiet
= Latent brand asset.