Nike remains the leading clothing and shoe brand for teenage consumers, but has seen a dip in interest. The brand’s share in footwear decreased 190 basis points year over year and 230 basis points compared to Piper Sandler’s fall 2023 research.
Among athletic footwear brands in particular, Hoka and On increased share among upper-income teens, while Nike lost 510 basis points among that cohort. In apparel, Lululemon maintained its second place positioning, but Alo Yoga and Vuori both saw dramatic spikes in popularity, earning the 11th and 15th spots, respectively, up from 35th and 24th in the fall.
